Why Portugal Is the Next Big European Escape for West Coasters

As Portugal continues its steady climb on travelers’ bucket lists, West Coast adventurers have a new reason to pack their bags: direct air access.

Tap Air Portugal has launched nonstop flights from Los Angeles to Lisbon, and the move is stirring up excitement among U.S. travelers and tourism partners alike.

Why the New Route Matters

The new route marks a major expansion for Tap Air Portugal, the country’s national airline, which already connects Lisbon to key U.S. cities such as New York, Boston, Miami, Washington D.C., Chicago and San Francisco. The addition of Los Angeles unlocks direct access to the Portuguese capital for millions of West Coast residents, trimming hours off travel time and eliminating the need for East Coast stopovers.

In addition, as of June 3, 2025, one of Tap’s weekly flights between Lisbon and San Francisco will make a stopover on the island of Terceira. This new offering from the airline connects the island of the Azores and California. 

For Martinhal Resorts, an independently owned collection of family hotels, residences and resorts in Lisbon and the Algarve, the new airlift is already proving to be a game-changer. The nonstop flight from Los Angeles makes it easier for visitors to discover Portugal for its food, warm climate, hospitality, culture and more. Martinhal plans to take advantage of this new development and provide visitors a warm welcome to Portugal.

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“Following the launch of the direct Tap flight from San Francisco in 2019, we saw a substantial increase in bookings from families from the West Coast,” said Chitra Stern, CEO and founder of Martinhal Resorts. “With the new direct Tap flight from L.A., we’ve seen a further surge in forward bookings from West Coasters, as access to this exciting and welcoming capital opens up further.”

Martinhal operates two properties in Lisbon: the boutique-style Martinhal Chiado in the heart of the historic district, and the sleek, contemporary Martinhal Lisbon Oriente in the riverside Parque das Nacoes. Both offer apartment-style lodging with fully equipped kitchens and washer-dryer units — appealing to families, multi-generational groups and travelers seeking flexibility with style.

“Our guests love the wide range of attractions, monuments and gastronomy experiences which are all within easy walking distance, along with the safe and welcoming environment where English is widely spoken.” Stern said. “In Lisbon’s old town, favorite activities include exploring the stylish shopping neighborhoods of Chiado and Bairro Alto, enjoying local food at Lisbon’s buzzing Time Out Market and taking trams and Tuk Tuk rides across the Old Town. It’s a relatively small city which is ideal for walking and its blend of history, culture and world class cuisine make it the perfect destination for an inspiring yet relaxing few days.”

What Travel Advisors Are Seeing

That enthusiasm is echoed by travel advisors, who are seeing Portugal emerge as a strong contender in the competitive European market.

“The variety of places and landscapes in Portugal showcases its value as a destination, as a client can see so many things within a relatively small time,” said Corinne Landry, a Portugal specialist at Audley Travel. “It can also be a budget friendly destination for clients who are happy to self-drive.”

Landy also added that client interest in Portugal is steadily growing.

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“Inquiries for our custom trips to Portugal are up 5% in the first four months of 2025 compared to the same period in 2024,” Landry said. “Our clients are seeing Portugal as an up-and-coming destination, and the direct flights from the West Coast definitely help. A lot of our clients will choose Italy for their first visit to Europe, with Portugal (and Spain) popular choices for a second visit, as they can experience a great variety (beaches, wine regions and bustling cities with a lot of culture and history) all within a relatively small area.”

Portugal’s appeal also lies in its layered history and rich culture.  

Five years ago, many clients didn’t even have Portugal on their radar. Now, people are booking to visit monasteries, explore the Douro Valley or even take a deeper dive into the islands like Madeira and the Azores.

“Five years ago, many clients didn’t even have Portugal on their radar,” Landry said. “Now, people are booking to visit monasteries, explore the Douro Valley or even take a deeper dive into the islands like Madeira and the Azores.”

Tap’s expanded route network only amplifies Lisbon’s position as a gateway — not just to Portugal, but to greater Europe and beyond.

“Lisbon is quickly becoming a hub for travelers from the West Coast who want to branch out into Spain, Western Europe or even North Africa,” Landry added.

Stern of Martinhal Resorts agrees, noting that the country’s recognition is well deserved. 

“Portugal offers incredible food, beautiful weather, a welcoming atmosphere and great value compared to other destinations in Europe,” she said. “It’s still in the process of being discovered by many Americans — and we’re ready to welcome them.”