The growth in the global tourism market place presents many countries with great opportunities to capitalize on their natural competitive advantages. However, achieving the economic potential of global tourism remains elusive for many countries despite their natural advantages. In this context, Portugal is a case in point. The Portuguese tourism industry is facing some serious challenges that are limiting its potential. This study utilizes the shift-share technique in order to offer Portuguese policy-makers systematic and practical insights into the characteristics of the Portuguese tourism industry in the context of the challenges and opportunities of the global tourism market place. Understanding the dynamics and characteristics of the Portuguese tourism industry in a comparative context is a crucial first step toward formulating a strategy aimed at improving Portuguese competitive standing in the growing tourism market.