The Lisbon effect: how creatives are reinventing experiential travel
Amy Rose Everett discovers an influx of creatives transforming Portugal’s capital into a playground for experience-seeking tourists; from immersive dining inside historic palaces to artist-run cultural hubs via graffitied streets.
The experiential travel market is projected to hit US$266.7 trillion by 2027. A destination clearly embodying the shift towards purposeful tourism is Lisbon.
In the years following the pandemic, I've returned to Lisbon again and again, watching it transform into an artistic nexus, where creative energy matches surging visitor numbers – tourism profit in the region hit over 1.5 billion Euros in 2024. US travellers alone exceeded one million in the first six months of 2024, while UK visitors grew by 6% to 1.2 million in the same period.
Around 16,000 digital nomads have made their home there; traditional artisans work alongside tech entrepreneurs, while a new wave of people crashes each weekend, seeking creative enrichment.
This surge builds on centuries of artistic heritage. The famous "Lisbon light" that drew painters and photographers still bathes candy-coloured walls in a cinematic glow, thanks to the city’s positioning between the Atlantic and the Mediterranean. Azulejo tiles (tin-glazed ceramic tilework) dating back to the 13th century turn entire streets into open-air galleries. Now, this inherited creativity finds new expression, as digital nomads and local artisans collaborate.
The two worlds collide near Belém, where the Hyatt Regency Lisbon provides a luxury launchpad. Strategically placed at the cross-section of old and new, the 204-room property sits between historic pastry institution Pastéis de Belém (baking custard tarts since 1837) and abandoned industrial complex LX Factory's avant-garde cafes, boutiques, galleries and bars.
The UNESCO-listed Jerónimos Monastery's intricate stonework is visible from many rooms. It’s a great example of typical Portuguese aesthetics meeting contemporary design; rooms echo the nation's seafaring history through calming blues and oak wood finishes.From my river-view balcony in a Deluxe Suite, the fire engine red April 25th bridge stretches across the Tagus, Cristo Rei standing sentinel on the opposite bank. Upstairs, I find ICON Bar & Rooftop to be a special spot to start an evening, framing those famous views perfectly. After a vino verde I flip-flop downstairs to Viseversa, the hotel's bistro. I’m happy to test their use of Portugal’s famously high-quality regional ingredients, trying salted clams swimming in garlic and coriander, and roasted suckling pig with oven-baked rice (a speciality from the rolling hills of rural Alentejo) before heading out to bar hop in heaving Cais do Sodre.
Lisbon's creative pulse - and its music - beats strongest in its streets. The Hyatt Regency's serene waterside location provides a perfect retreat from the crowds of Bairro Alto. A morning walk or bike ride along the mercifully flat waterfront cures any hangover; I grab a Lime scooter (€0.50 to start a trip and €0.15 per minute of a ride) to the excellent MAAT (Museum of Art, Architecture, and Technology), then settle nearby to drink wine and eat ice cream.
A cursory Google of creative pursuits shows abstract oil painting workshops, pottery evenings and artisanal cocktail masterclasses. A tuk-tuk collects me from the Hyatt’s lobby for an urban art safari, soon weaving through narrow alleys adorned with works by renowned artists like local Vhils - his murals, chiselled into walls, are immediately recognisable. In Quinta do Mocho, dubbed Europe's largest open-air gallery, over 100 murals transform a formerly overlooked neighbourhood into a living canvas.
The global art tourism market is expected to reach USD 52.18 billion by 2029 - and it’s this sort of whimsical experience, rattling over cobbled streets in the hazy evening sunshine, that people are looking for.
Lisbon’s hospitality industry is pivoting to meet evolving traveller expectations. In September 2024, London's established audiophile brand Spiritland launched its first international outpost, bringing its signature sound-system culture to the newly-opened Locke de Santa Joana hotel.
Locke Living is known for its varied daily programmes of locally-led cultural and wellness activities - perfect for digital nomads making friends while getting to know a new city. Locke joins emerging ventures like Hot Cold Club, where young entrepreneurs have reimagined the traditional spa concept in the knowledge that wellness tourism is big business (projected to reach $1.3 trillion in 2025). The cold plunge, sauna and brunch concept has cleverly collaborated with Lisbon’s creative makers, movers and shakers to gain traction - Frizbee Ceramics and Roger That lend whimsy - and attract a dynamic crowd - to the innovative new space.
Wellness is another area where Hyatt Regency excels, decidedly set back from the central bustle. The on-site Serenity Spa is managed by Europe’s best wellness and luxury brand, paired with a state-of-the-art gym, where guests can sign up for personalised health and wellness programmes.
After a long day’s walking, I relish heading home for a 50-minute holistic massage, and a soak in the jacuzzi. Trying out the sauna, steam room and beautifully designed relaxation area, I find the spa to be one of the city’s best - offering a rare chance to brave a state-of-the-art ice fountain and enjoy scented experiential showers.
The hotel’s Serenity Aurum Suite is worth knowing about for celebrating special occasions, with its private steam room, sauna, jacuzzi, experience shower, double treatment room, changing room and lounge area (plus a complimentary bottle of champagne).Lisbon’s creative revolution extends well beyond visual arts and jazzy hotel design. Nearly four in five Millennials (78%) are interested in learning something new when they travel, and here, that’s guaranteed. We know that modern globetrotters aren't just seeking photos for social media – though Lisbon serves those up in abundance, from blazing sunsets to brunches (looking at you, The Folks cafe).
One thing is clear: travellers are chasing transformation. A flurry of new hubs offering dawn HIIT classes and evening creative workshops speaks to our desire to learn, create, and grow. What sets my favourite city apart isn't its stunning miradouros or year-round sunshine – it's the abundance of talent that makes reinvention feel inevitable. From tile workshops to fado houses, the city's creative renaissance doesn't override its soul but amplifies what’s always been there - Lisbon is still writing its narrative of what a creative capital can be.
Creative things to do in Lisbon
Abstract Expression
At Meet Art Studio in historic Xabregas, visitors channel their inner artist through palette knife techniques and oil paints (€35 for two hours). Workshops exemplify a growing demand for hands-on creative experiences, with participants ranging from complete beginners to practising artists seeking new perspectives.
Culinary Artistry
At upscale Japanese restaurant Ryoshi, counter seating encourages dialogue with chefs, while the cocktail menu transforms drinking into performance art. The counter experience epitomises a growing trend toward interactive dining, with OpenTable reporting a 64% increase in experiential dining bookings year-over-year.
Literary Love
Good Company Books and Salted represent Lisbon's evolving literary scene, with thoughtfully curated English-language collections, plus weekly book clubs and writing hours.
Wellness Innovation
Kynd Space caters to travellers seeking both physical and spiritual enrichment. Astral readings sit alongside yoga, pilates and reformer classes, reflecting a broader trend toward holistic wellness in urban settings.
Soulful Sounds
At Clube de Fado and Fado no Convento, Portugal's emotional musical tradition comes alive through performance and gastronomy. The recently opened Ah Amália museum nearby provides historical context through immersive exhibits celebrating fado's most iconic voice.
Immersive experiences
Palácio do Grilo characterises Lisbon's creative renaissance. A 350-year-old palace has been transformed into a 'living theatre' dining space.
Many of Lisbon's most compelling recent ventures blur the lines between traditional categories - is it a restaurant, a cultural space, or an artistic statement? Often, all three.
Creative areas to explore in Lisbon
Alcântara
LX Factory’s shipping containers and repurposed vintage buses house galleries and workspaces, a stone's throw from the Hyatt Regency. Don’t miss Ler Devagar for jazz nights, experimental music installations, debates, conferences, poetry, and more.
Marvila
8 Marvila is where creatives work and play, full of exhibition spaces, clubs, second hand clothing stores and food trucks. "Marvila offers what creative professionals crave - affordability combined with inspiration," says Deema Murad, a Jordanian jeweller who trained in Florence before establishing her business at studio space Fabrica Moderna. "Here you find this beautiful tension between heritage and innovation. The local community welcomes international creatives, which creates an incredible exchange of ideas."
Bairro Alto
You’ll get a feel for the area’s bohemian nature at diverse venues like IRIS PHOTO.ART Gallery, which captures Lisbon's soul through contemporary photography, and RAW Culture Art & Lofts, which blends accommodation and art gallery. Galeria de Arte Urbana (GAU) is a hub for urban art, and Crack Kids Lisboa is a must-visit if you live and breathe street culture.
Santos
Anchored by the prestigious IADE design school, the neighbourhood buzzes with the energy of young creatives who flow between contemporary galleries like Galeria Madragoa and Eritage Art Projects, which champion emerging Portuguese talent.
Mouraria
Stop by the Fado Vadio mural on Escadinhas de São Cristóvão, where artists celebrate Portugal’s musical heritage through vibrant portraits of legendary fadistas like Maria Severa and Fernando Maurício.
Photo credits: @CharlieMcKay; @Frame Fotografia