Azores win two important distinctions at ITB Berlin 2024 and stand out in Europe - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The World Travel Awards chose the Azores as the "Best Adventure Tourism Destination in Europe 2024," and Green Destinations awarded the Region with the Quality Coast prize, distinguishing its coastal environmental quality with a view to sustainable tourism.

These awards were delivered to the Regional Secretariat for Tourism, Mobility and Infrastructures, represented by the Regional Director for Tourism, Rosa Costa, during the largest tourism fair in Europe and one of the largest in the world, ITB Berlin 2024. The event brought considerable visibility to the Azores among hundreds of tourism professionals.

According to Berta Cabral, participation in ITB Berlin 2024 proves to be extremely important every year for the Region's international reputation as a tourist destination of choice. With these two distinctions, this year was a "great success" in terms of boosting the external image of the Azores.

Mentioning the first certificate, she recalled that the Azores were classified by the World Travel Awards as the "Best Adventure Destination in the World" in 2023, after three consecutive years as the "Best Adventure Destination in Europe" (2020, 2021 and 2022), which "was very prestigious for the Region." This new distinction "validates the efforts that have been undertaken to position the Region at the highest levels of tourism worldwide as a unique destination all year round."

"Adventure tourism, due to its diversity and specific features, is one of the types of tourism that can contribute most to mitigating seasonality and developing the entire territory, and for this reason, this growing awareness of the Azores as an adventure destination will go a long way towards consolidating the Region as a year-round destination," explained Berta Cabral.

Over the last four years, the Region has increasingly gained prestige and, as the Regional Secretary noted, "is consolidating its unique position worldwide in terms of adventure and nature tourism."

"We are a unique paradise in the world, capable of offering unforgettable experiences, with the added benefit of having nine islands where visits are always different," she continued.

Stating that the Regional Government will continue to focus on the promotion of the Azores as the best adventure destination in Europe and the world, to further boost demand and supply in the so-called low season, Berta Cabral emphasised the fact that there are an ever-growing number of initiatives taking place on all islands. According to her, they "highlight the potential and importance of nature and adventure tourism for the Azores as a destination of choice in terms of generating more economic value and, consequently, promoting the well-being of the population."

Nevertheless, she noted that PEMTA (Strategic and Marketing Plan for Tourism in the Azores) "clearly identifies nature tourism, from a sustainable perspective, as a major priority, in which the active, adventure and sports components are essential to the overall experience."

Regarding the certificate awarded by "Quality Coast," which challenges destinations to promote responsible management, based on the sustainability of tourism, Berta Cabral defended that the distinction "validates the positive and consolidated evolution of the work to ensure that the sector is guided by good sustainability practices, also reinforcing the leading position of the Region in this area." 

As part of the Quality Coast programme, destinations like the Azores have committed themselves to integrating a sustainable management system, under external performance and progress audits every two years, while receiving suggestions for improvement. This award is primarily aimed at coastal destinations, with special emphasis on shorelines, beach management and bathing water quality. 

Pointing out sustainability as the key pillar of the Region's tourism development strategy, Berta Cabral stressed the idea that tourism, due to its wide-ranging scope, is increasingly becoming "the driving force of the regional economy." In this regard, she emphasised that "it is very important to join forces to maintain the destination's sustainability and create new value for its differentiation."

"The Azores are a year-round destination of excellence with very diverse and rich experiences. We have a mild climate, which is very appealing to most of the tourism markets. We have natural wonders that can be appreciated at any time of the year and even have a special mysticism in winter, such as hiking trails, birdwatching or canyoning. Likewise, combining these activities with, for example, hot thermal baths creates fabulous experiences on colder days," she noted.

In terms of the criteria defined by Green Destinations, the Region reached 97.3% compliance with the sustainability indicators under analysis, namely: Destination Characteristics; Destination Management; Nature & Scenery; Environment & Climate; Culture & Tradition; Social Well-being; and Business & Communication.

A non-profit organisation for the development and recognition of sustainable destinations, Green Destinations, based in the Netherlands, supports more than 200 destinations in 60 countries and aims to promote responsible tourism based on globally recognised principles and the Sustainable Development Goals (SDGs).