How Data, Storytelling, and Advocacy Helped Soften Short-Term Rental Rules in Portugal

In 2023, Portugal’s short-term rental industry was on the brink. A sweeping housing law, the “Mais Habitação” package, threatened to freeze licenses, force renewals, and let condo boards shut down legal rentals. It was a turning point for thousands of property managers, hosts, and small tourism businesses. However, in 2024, the government rolled back many of those restrictions, largely due to months of pressure, data-driven advocacy, and storytelling led by ALEP (Associação do Alojamento Local em Portugal, the national short-term rental association of Portugal)

Filipa Leitão de Aguiar, a host and board member of ALEP, played a key role in advocating for the industry during that time.
In our recent webinar, she revealed how Portugal’s STR sector turned panic into policy wins, offering a blueprint for managers in other countries facing similar threats.

The Current Regulatory Landscape in Portugal (2025): Decentralized but Still Tense

As of mid-2025, Portugal’s short-term rentals (Alojamento Local, or AL) are still legal, but they’re navigating a patchwork of local rules. The national rollback of the Mais Habitação restrictions in late 2024 (via Decree-Law 76/2024) was a major win for hosts, ending forced license renewals, eliminating expiry dates, and removing condo board vetoes. But with that came decentralization: cities now decide when and where new licenses can be issued.

Lisbon moved quickly, banning new AL licenses in areas where STRs exceed 5% of housing. In core districts like Baixa and Alfama, where saturation tops 20%, new permits are frozen entirely. A citywide consultation launched in April 2025 signals that more restrictions could follow. As Filipa described it, this decentralization is both an opportunity and a risk; it empowers local advocacy but demands constant vigilance from property managers and associations alike.

What Worked: ALEP’s Strategic Advocacy Model

ALEP’s success came from strategy, structure, and relentless storytelling.

First, they built a legal and economic task force to run impact assessments and analyze hard data. Rather than just relying on emotional appeals, they came to the table with concrete evidence: how many jobs were tied to the short-term rental sector, how much tax revenue it generated, and how it helped decentralize tourism beyond major urban centers.

They then launched SOS Alojamento Local, a digital platform that became the organizing hub for the industry. It became a platform where hosts could stay updated on legal changes, download media toolkits, and share their personal stories.

Reframing STRs as Community Contributors

Human storytelling was central to ALEP’s campaign. As Filipa emphasized, behind every listing, it’s a person: a family-run business, a retiree supplementing income, or a professional operator contributing to tourism infrastructure. By highlighting those human stories, ALEP successfully shifted the tone of the national conversation.

They highlighted jobs, fairness, communities, and economic resilience. By positioning STRs as part of Portugal’s tourism success story, not a threat to it, they changed perceptions and won trust.

Key Takeaways for Property Managers Everywhere

1. Learn by Doing, Not Just Reading

Advocacy can feel intimidating, but the best way to get started is by taking action. Attend a public hearing, respond to a city survey, or join a host meeting. You’ll gain practical understanding faster than by reading news alone.

 2. Local Engagement Is Your Classroom

Every city is different. Learning how your local government works, who sets policy, how consultations happen, and what rules are being proposed is a critical first step. Treat your municipality like your first “lesson plan.”

 3. Build Tools That Help You Learn and Act

ALEP didn’t just campaign, they created platforms like SOS Alojamento Local that made it easier for people to participate. Whether it’s a WhatsApp group, a shared doc, or an email template, build small tools that remove barriers to action for your peers.

 4. Share What You Learn

Document your conversations with local authorities, summarize new regulations, and pass them on. The more you share, the more others learn—and the stronger your collective advocacy becomes.

5. Put a Human Face on Your Business

One of ALEP’s strongest tactics was showing that STRs aren’t faceless corporations; they’re run by families, retirees, and young entrepreneurs. Sharing real stories helped reframe the debate and showed the human cost of blanket restrictions. Policy shifts when public perception shifts.

6. Ground Your Advocacy in Data

Emotion matters, but evidence wins. ALEP presented hard numbers on job creation, tax revenue, and tourism flow. They translated those stats into policy impact. If you want a seat at the table, come with facts that local officials can use to justify fairer rules.

Want to Connect with Filipa?

Follow her work or connect about STR advocacy in Portugal

• Email: [email protected]
• LinkedIn

You can also read the full webinar takeaways article for more insights from the other speakers, from the UK and the US, to see how property managers around the world are successfully responding to regulations.