Portugal has never been more connected to the world. With record-breaking numbers of tourists, a booming expat community, and locals who travel more widely each year, international chains are reshaping what people hope to find at home. Although Lisbon and Porto have welcomed many international chains in recent years, there are still some big names missing from Portugal’s retail and food scene. Imagine walking through Chiado and stepping into a full-sized Apple Store, or browsing Uniqlo in the heart of Porto. Picture grabbing a late-night snack at Seven Eleven on your way home from Bairro Alto. These brands are household names in other countries, but in Portugal, they are still non-existent.

Here are five international brands that we would love to finally see in Portugal including why they would be such a perfect fit for Portuguese life.

1. Apple 

Apple products are literally everywhere in Portugal. While Madrid and Paris have their own official Apple stores, Portugal does not have a single official Apple Store. Instead, Apple users must rely on authorized resellers and service providers that often lack the personalized retail experience and high level of customer service that Apple is famous for. For Portuguese consumers and the millions of visitors who travel here every year, this is a glaring absence. Any tourist who breaks their iPhone while visiting Portugal is forced to rely on a local service provider to fix it – or wait until they get back home.  

Having at least one Apple Store in Lisbon and one in Porto would be both practical and convenient for visitors and residents of Portugal, while also elevating the Portuguese shopping shopping scene. Apple Stores worldwide are known for their sleek architecture and design that often becomes a destination in its own right. In Lisbon, such a store could anchor an already vibrant shopping area like Avenida da Liberdade, while Porto could use a high-profile Apple Store to complement its growing status as a hub for innovation and technology.

Beyond retail, Apple Stores double as educational spaces where workshops and sessions bring people together to learn new skills, whether that is photography, coding, or music. This would perfectly align with Portugal’s push toward digital transformation and its growing community of creative entrepreneurs.

2. Uniqlo 

When people talk about the perfect global brand fit for Portugal, Uniqlo comes to mind immediately. The Japanese retailer is famous for its innovative yet affordable clothing including everything its cooling Airism line designed to keep you comfortable in hot weather to Heattech thermal wear that provides three different levels of lightweight warmth during colder months. For a country like Portugal, where summers have become increasingly hot and winters can still feel damp and chilly, this brand could not be more useful.

Airism clothing would be a lifesaver for sweltering summer days in Lisbon, when temperatures soar above 35 °C. Heattech would make winter much more bearable, especially in older Portuguese homes and apartments that lack central heating.

Uniqlo’s focus on simple, functional design also suits the Portuguese lifestyle, which balances casual elegance with practical comfort. Instead of flashy trends, Uniqlo provides reliable staples that blend easily into any wardrobe. It is easy to imagine Airism T-shirts becoming a staple for joggers in Parque Eduardo VII or Heattech leggings helping locals brave the cold winds along Porto’s Ribeira during winter evenings. I once even spotted four different people marching in a Portuguese parade all with different colors of the same Uniqlo Round Mini bag, which they must have purchased abroad because there is no Uniqlo anywhere in Portugal (the closest location is in Madrid). 

As more Portuguese travel to Japan, the United States, or other parts of Europe where Uniqlo thrives, the demand for the brand here is only likely to grow. Having a flagship store in Lisbon would feel like a natural progression for the country’s evolving retail scene.

3. Seven Eleven 

Convenience stores in Portugal exist, but they are nothing like Seven Eleven in Japan. Not even the United States has a convenience store as convenient as the Japanese version of Seven Eleven. Travelers who have experienced the brand firsthand know how much of a game changer it is. Seven Eleven in Japan is a full-service stop that provides affordable meals, high-quality snacks, toiletries, and even tickets for events.

Where Seven Eleven could really change the game for Portugal is with the copy machines that are present in every Seven Eleven in Japan. Currently, to make a copy or print anything in Portugal, you need to have your own machine or wait for a print shop to open, take a ticket, send your personal documents to a shop’s email address and pay almost .20 € per page. Seven Eleven’s copy machines are open during store hours, have ports for multiple kinds of memory sticks, and can print, copy, and even create postcards using the data you connect to the machine – no more data privacy risks, waiting in long lines, and paying high rates per page. Seven Eleven truly is convenient (until you have to find a staff member to refill the paper).

While you waistline may expand from the late-night ice cream stops on the way home, it’s difficult not to love Seven Eleven once it finds its way to a Portuguese town. 

4. Arket and & Other Stories 

Sweden’s fashion giant H&M Group has already made a strong mark in Portugal with its mainline stores and the presence of COS, its minimalist premium label. However, two of its most interesting brands, Arket and & Other Stories, are still absent. For those who fell in love with these shops abroad, the lack is disappointing.

Arket brings a blend of Scandinavian practicality and modern aesthetics and offers everything from clothing to homeware and even a small café in many of its stores. Its focus on sustainable fashion and timeless design fits well with the Portuguese mindset, where consumers increasingly care about quality and eco-friendly production. Having Arket in Lisbon or Porto would give locals and expats a new shopping destination that values both style and substance.

& Other Stories, meanwhile, has already had a presence in Portugal in the past but eventually closed its locations. This was a real loss, as the brand is beloved across Europe for its accessible, trend-driven fashion that still manages to feel distinctive and chic. Bringing & Other Stories back would not only satisfy loyal customers who miss it but would also give younger Portuguese shoppers a fashion-forward alternative that can compete with Zara and Mango, both of which currently dominate the Portuguese high streets.

With both Arket and & Other Stories available, Portugal’s retail scene would feel much more in line with other major European capitals. Shoppers who are used to finding these brands in cities like London, Paris, or Berlin should not have to travel abroad to refresh their wardrobes.

5. Wingstop 

It’s true. Portugal is already home to some of the best grilled chicken on earth and when you top it with piri-piri sauce, you’re in for an unforgettable experience. However, and don’t judge me here because I am American, Portugal is missing a great chicken wing chain with a variety of flavors to satisfy anyone’s tastebuds. Enter Wingstop, the U.S. brand that has built a cult following thanks to its vast selection of flavors, from lemon pepper to mango habanero.

Wingstop would bring variety, spice, and a whole new delicious experience to Portugal. Imagine watching a Benfica match with friends at a Lisbon Wingstop with each person ordering wings in different flavors to share. Brazilian Citrus Pepper, Mango Habanero, Spicy Korean Q, and the ultimate Atomic flavors could be just the thing to keep you warm on a cold Portuguese night as you curl up with a tray of boneless chicken wings.

Given Portugal’s reputation as a food-loving nation, Wingstop could thrive here. The country has embraced international food chains in the past, from Starbucks to Taco Bell, and Wingstop could be the next big hit.

A Portugal Ready for More

Portugal has always been a country of discovery, and its openness to the world is part of what makes it so dynamic today. As its economy continues to grow and its international connections deepen, the absence of certain global brands feels increasingly out of step with how modern Portugal lives, especially in Lisbon, Porto, and the Algarve. Apple, Uniqlo, Seven Eleven, Arket, & Other Stories, and Wingstop would all bring something unique to the country and fill in gaps in the market. 

Whether it is grabbing a pair of Heattech leggings to get you through the cold Portuguese winter, enjoying a quick and affordable snack at Seven Eleven on the way home from Bairro Alto, or sitting in an Apple Store workshop learning new creative skills, these brands could quickly become part of daily life.

As Portugal continues to evolve, it is worth asking which brands will be the next to make the leap into this market. What other brands would you like to see in Portugal?

Although summer tourist season is still in full swing in Portugal, many Portuguese families are already planning their next trips, and, increasingly, they are going abroad.

Recent data show that Portuguese residents are traveling abroad in record numbers, with the appetite for foreign destinations continuing to rise despite higher prices. In fact, travel agencies have reported a 30 percent increase in bookings for the year-end holidays compared to 2024. While Portugal itself continues to enjoy strong domestic tourism, with the Portuguese still making up 30% of the domestic market, many families are looking further afield when planning their holidays.

Why More Portuguese Are Traveling Abroad

There are several reasons for this growth in outbound travel for the Portuguese. One is the simple fact that travel has become a cultural priority. As Pedro Costa Ferreira, president of the Portuguese Association of Travel and Tourism Agencies (APAVT), recently noted, once basic needs are met, the Portuguese increasingly turn to travel as their next great ambition.

Another factor is economic. The Euro has remained strong against many currencies, which stretches the purchasing power of Portuguese tourists in destinations outside the eurozone. That strength makes trips to countries such as Thailand, Morocco, or even Japan relatively more affordable than they might be for visitors from weaker-currency nations. Japan, in particular, has been a popular destination, after the yen weakened considerably in 2022.

Finally, there is the pull of post-pandemic wanderlust. After years of restrictions, Portuguese travelers are eager to indulge in experiences they may have put off, whether that means a luxury escape to Dubai, a Caribbean cruise, or a family Christmas in Brazil.

The Rise of Luxury Travel

One of the most striking trends in 2025 is the rise of luxury travel among Portuguese tourists. High-end trips to destinations such as Dubai, Japan, and Thailand are increasingly popular. While the average Portuguese family may still opt for a sunny week in Cabo Verde or a charter package to Tunisia, those with greater disposable income are splurging on long-haul adventures or once-in-a-lifetime experiences.

Ferreira points out that this mirrors wider consumption patterns in Portugal: luxury dining, high-end housing, and premium experiences are growing faster than the mainstream market. While increasing wealth inequality may play a role, the reality is that all segments of Portuguese society are showing an increased appetite for travel. Even households with more modest incomes are finding ways to travel abroad, often through competitive travel packages or promotional discounts.

The Usual Favorites – Brazil, Cabo Verde, Madeira, and the Azores

When it comes to familiar favorites, Brazil remains at the top of the list. Shared language and cultural ties make it a natural choice, especially for families visiting relatives or hoping to soak up the energy of Rio and São Paulo. The Brazilian coast offers sun and samba, while the Amazon and Iguaçu Falls cater to those looking for adventure.

Cabo Verde is another strong contender. Its beaches and Creole culture offer both an exotic escape and hospitality, all within a relatively short flight from Lisbon. Likewise, Madeira and the Azores, though technically Portuguese territory, function as holidays abroad for mainland Portugal residents by offering subtropical weather, exotic landscapes, and excellent value.

Short-Haul Adventures – North Africa and the Mediterranean

For families wanting a quick escape without breaking the budget, North Africa and the Mediterranean remain attractive. Tunisia and Egypt, with their mix of culture and beach time, have surged in popularity. Morocco has also become a favorite with short, affordable flights, excellent food, and the allure of Marrakech’s souks or Essaouira’s coastal charm.

Within Europe, Italy, Croatia, and Albania are the top choices for the Portuguese. Affordable travel packages and expanding flight routes mean that Croatia and Albania are no longer considered niche. Albania, in particular, has been described as the “new Croatia,” with pristine beaches, low prices, and a sense of discovery that appeals to younger travelers.

The Caribbean Dream

For long-haul getaways, the Caribbean continues to be a top winter escape for Portuguese families. Flights to the Dominican Republic, Mexico, and Cuba remain popular and all-inclusive packages that appeal to both families and couples remain popular. The mix of guaranteed sunshine, crystal-clear water, and affordable prices explains why the Caribbean consistently appeals to the Portuguese.

Why Not the United States?

One notable shift, however, is the decline in Portuguese tourism to the United States. Historically, destinations like New York, Miami, and Orlando have been popular with Portuguese visitors, but fewer Portuguese are making the trip today.

You may already be able to guess a major reason for this. Despite a stronger Euro compared the US dollar, the stories of visitors to the US encountering immigration issues, including being detained in immigration centers for hours or even days, has made international travelers around the world skittish. Even though tourists are not the primary targets of such enforcement, the general atmosphere of suspicion and the possibility of intrusive questioning at airports have scared many travelers away.

At the same time, Portuguese tourists can often enjoy better value in destinations where the Euro stretches further. Spending two weeks in Thailand, with luxury accommodation and dining, can cost the same or even less than a shorter stay in the U.S. This difference in cost is not lost on travelers comparing their options.

Who Is Traveling and When?

The profile of the Portuguese holidaymaker is also changing. Families with school-age children tend to travel in summer, while New Year’s escapes are more common among couples, child-free travelers, or parents whose children are grown. These shorter breaks, often around the holiday season, are becoming a hallmark of a wealthier and more flexible demographic.

Interestingly, many of those traveling abroad at year’s end are the same families who already took summer vacations abroad. The dual-holiday trend suggests a growing confidence in household budgets and an increasing prioritization of travel as a lifestyle choice.

Rising Prices but Strong Demand

One of the most surprising aspects of this surge is that it comes despite rising prices. The global travel industry is grappling with higher costs such as airfare, hotels, and even staff shortages that push up package prices. However, none of this has slowed Portuguese demand. On the contrary, agencies report record bookings and, in some cases, year-on-year growth of 15 percent in revenue.

Promotional deals and an expanded range of destinations have helped balance things out. In some cases, travelers find that a package to Tunisia or Albania is cheaper than a domestic holiday in the Algarve. That reality makes it difficult to say that Portuguese tourists are abandoning their own country. Rather, they are simply broadening their horizons and being more financially savvy.

A Culture of Exploration

Ultimately, the record-breaking surge in foreign travel reflects a cultural shift in Portugal. Once known for being a country of emigrants who left for work, Portugal is now becoming a nation of explorers by choice. Travel has become a marker of success, a way to connect with global culture, and, for many, an expression of freedom.

From luxury shopping in Dubai to salsa dancing in Cuba, Portuguese travelers are embracing a wider world than ever before. And, with a strong Euro, expanding flight options, and a hunger for new experiences, the trend shows no signs of slowing down.

MB WAY is Portugal’s everyday money-transfer and mobile payments app, built by SIBS, the company behind the country’s Multibanco network. With MB WAY, you can send money from one phone number to another by connecting your phone number to your Portuguese bank account.

Once you become a resident in Portugal, life will become much easier once you sign up for MB WAY. And the great news? It’s free! Let’s take a look at the history of the service, how it functions, how to sign up, where you can use it, the perks you can unlock, and where MB WAY is heading next.

History

MB WAY was created and is operated by SIBS (Sociedade Interbancária de Serviços), the Portuguese interbank processor that also runs the Multibanco ATM and POS network. SIBS began experimenting with mobile access to Multibanco services as early as the 1990s under “TeleMultibanco,” later “MB Phone,” and launched MB WAY as a branded mobile wallet in 2015.

By growing out of the trusted Multibanco rails that Portuguese banks already used, MB WAY arrived with broad bank support from day one. SIBS today describes MB WAY as its most modern and complete payment app. Once you use MB WAY (and see how easy it is), you may agree that it is truly one of Portugal’s best modern inventions. 

A quick timeline:

1985–2000s: Multibanco builds a capable national ATM and POS network, offering bill pay, top-ups, ticketing, and more.
1996–2014: Mobile access appears as TeleMultibanco and later MB Phone, the precursor to today’s MB WAY app.
2015: SIBS launches MB WAY with core features like in-store QR and NFC payments, online checkout via phone number, instant peer-to-peer transfers, MB NET virtual cards, cardless ATM cash-out, and using an ATM with your phone.
2019 onwards: New features arrive such as cardless “Utilizar MULTIBANCO” for ATM access via QR, the “Ser Solidário” donation menu, MB WAY wearables, and even iPhone NFC support!

How MB WAY Works

MB WAY links your mobile number to a bank card from a participating Portuguese bank. Once paired, you can authenticate with a six-digit MB WAY PIN or biometrics and use the app to perform a variety of actions. You can send and request money instantly to your phone numbers without needing to type IBANs. Transfers clear in seconds on the same rails Portuguese banks use for instant payments. Note: the only time we have had any issues with this is when we try to send an MB WAY payment in the middle of the night. It might not always work because the Portuguese bank rails may also be closed for maintenance!

You can pay in stores by scanning a QR code on the payment terminal, tapping with NFC on Android or iPhone, or telling the cashier your phone number and confirming the payment on your device. You can also pay online by selecting MB WAY at checkout, entering your mobile number, and confirming the push notification in the app, with no card numbers required.

The app allows you to generate MB NET virtual cards for safer online shopping, either single-use, merchant-locked, or recurring. You can withdraw cash and use ATMs without your card by creating a one-time code in the app or scanning a QR code to unlock full ATM functionality. It is also possible to split bills among up to 14 people, with MB WAY calculating and requesting each share, and to donate to charities via the “Ser Solidário” menu. For those who prefer not to carry their phone, MB WAY can be paired with a wearable known as MB WAY pulse, which allows payment even when the phone is off or has no battery!

Where Can You Use MB WAY

In Portugal, MB WAY works virtually everywhere. Because it uses the same SIBS and Multibanco infrastructure that underpins POS terminals nationwide, you will find MB WAY acceptance across supermarkets, cafés, taxis, delivery apps, and e-commerce checkouts! It also accounts for a large share of Portuguese e-commerce transactions thanks to the quick mobile number confirmation flow.

How to Sign up for MB WAY

Enrolment is designed to be secure and quick. The most common and widely supported path begins at a Multibanco ATM. Insert your bank card, choose “MB WAY,” enter your mobile number, and create a six-digit MB WAY PIN. Some banks also allow you to start the process in their own app, but ATM enrolment works across most banks.

Next, install the MB WAY app for iOS or Android. Open the app, enter the same mobile number and MB WAY PIN you set at the ATM, and complete activation with the SMS code and a quick email verification. From here, you can add additional bank cards, turn on Face or Touch ID, set security limits, and, if desired, order and pair an MB WAY pulse wearable.

Special Features

MB WAY includes a number of extra features that go beyond basic transfers. The bill-splitting function lets you select contacts, enter the total, and have MB WAY request each person’s share, with funds arriving instantly once confirmed. The cardless ATM access feature allows you to unlock full ATM functionality by scanning a QR code from the app, which is useful if you have forgotten your wallet. MB NET virtual cards let you shop online more securely by creating a card number for one-time or specific use. Wearables like MB WAY pulse allow you to pay even without your phone, and the donation hub, “Ser Solidário,” enables quick charitable contributions directly from the app.

MB WAY also runs regular promotions and partner discounts, which is visible in the app’s Promos section. These include percentage-off deals, vouchers, free deliveries, and sometimes cashback linked to themed campaigns such as holidays or summer events. Offers vary seasonally, and it is worth checking before you make larger purchases. MB WAY also sends offers via text, so keep an eye on these and you might snag a great deal. 

Expansion to Other Countries

MB WAY itself remains a Portuguese service operated by SIBS, but through EuroPA, it is gaining the ability to communicate with other national wallets. After successful pilots in late 2024, instant transfers between MB WAY in Portugal, Bizum in Spain and Andorra, and Bancomat Pay in Italy began rolling out in 2025. The next wave is expected to include Vipps MobilePay in the Nordics and BLIK in Poland. This would allow you to send money from Portugal to those users by mobile number just as easily as to someone within Portugal! 

Practical Tips for New Users

The most universal way to sign up is to enroll at an ATM before activating the app. Once set up, enable biometric login and consider setting transaction limits, especially if you use MB WAY pulse. Look for MB WAY as a payment option both online and in shops. If you do not see it on a website, you can still pay by generating an MB NET virtual card. If you are traveling to Spain or Italy, try a small transfer to a friend who uses Bizum or Bancomat Pay to make sure your EuroPA setup is ready.

Final Thoughts

MB WAY is Portugal’s everyday wallet developed from the country’s uniquely capable Multibanco system. It was designed and run by SIBS and is now expanding across Europe! It is simple to join, works almost everywhere in Portugal, includes thoughtful extras like MB NET and cardless ATM access, and often rewards users with rotating discounts and cashback. If you are a resident of Portugal and have still not signed up for MB WAY, what are you waiting for?

Fast Facts: MB WAY at a Glance

• MB WAY was launched in 2015 by SIBS, the same company that operates the Multibanco ATM and payment network in Portugal.
• It links your mobile number to your bank card so you can send and receive money instantly, pay in stores or online, split bills, withdraw cash without a card, donate to charity, and shop more securely with virtual cards.
• You can sign up at a Multibanco ATM by linking your card to your mobile number and creating a PIN. Then, you can finish activation in the MB WAY app.
• The service works almost everywhere in Portugal and is increasingly connected to similar wallets abroad through the European Payments Alliance.
• Regular in-app promotions offer discounts, vouchers, or cashback for paying with MB WAY.