Regional Government presents "Tourism All Year Round on All Islands" at BTL 2025 - Communication

Presidência do Governo Regional

The Azores will again be in the spotlight at this year's edition of Better Tourism Lisbon ( last year known as the Lisbon Travel Market - BTL). This is the largest event in the industry in Portugal, with more than 1,500 exhibitors, more than 600 events and more than 100 international destinations. About 80,000 people are expected to visit the venue over five days.

On the first day of BTL, March 12, the President of the Regional Government, José Manuel Bolieiro, and the Regional Secretary for Tourism, Mobility and Infrastructures, Berta Cabral, will take part in several institutional and communication moments, interacting directly with all the regional companies and municipalities present at the fair. 

The highlight will be the participation of the President of the Government at the CNN Summit, on the panel dedicated to "Segmentation and Differentiated Strategies for the Territory," and Berta Cabral's presentation on the strategic orientation that has led to the continuous growth of the sector in the Region over the last four years.

"Tourism All Year Round on All the Islands" is the motto of this strategy to be presented by Berta Cabral to those in the multipurpose area, where the Azores stand out. It involves the various aspects of the sector's development in the Region.

This guideline has as its main goal mitigating seasonality and boosting the sector on all nine of the archipelago. It has contributed to establishing the Azores as an international benchmark in terms of sustainability and innovative practices for regional development.

Land, Sea and Human Nature (identity, culture, uniqueness and the genuineness of our traditions) are the strategic development goals of Azorean Tourism.

At this year's BTL, the Azores will have about forty stands from 37 regional tourism companies and agents.

It should be noted that this year, the 19 municipalities of the Azores will be located in a more prominent and, as such, more functional and visible area. 

The Azores stand will be highly dynamic and bustling, including various presentations by different partners and stakeholders in the Region, in addition to communication moments, showcooking events and interactive spaces.

In 2024, the Azores won the Best National Stand Award and the Sustainability Award at BTL 2024, which placed the Region among the national tourism elite in its own right.

Tourism in the Azores is undergoing a process of truly sustainable growth.

It should also be noted that BTL features 300 points of sale for travel agencies and 200 accredited buyers, with 300 national and international speakers and 3,000 scheduled meetings.