Azores enhance strategic presence at BTL 2026 with redesigned stand and emphasis on destination promotion - Communication

Presidência do Governo Regional

The Azores are once again participating in the Better Tourism Lisbon Travel Market (BTL), whose 36th edition will take place from February 25 to March 1 at the Lisbon Exhibition and Congress Centre - FIL in Parque das Nações.

The Region's presence, promoted by the Azorean Government through the Regional Secretariat for Tourism, Mobility and Infrastructures, falls within the strategy to enhance, promote and consolidate the destination's visibility in the national and international markets — a priority taken by the Azorean Government at an event considered the largest tourism fair in the country.

This year, the Azores stand, located under no. 1A03, features changes and innovations compared to previous years, with a redesigned interior layout to bring a fresh look and improved functionality.

Based on the core values of the destination — Nature, Authenticity, Sustainability and Innovation — the space was designed to effectively respond to the two dynamics of BTL: a professional component, focused on meetings, business and networking, and another component open to the public, dedicated to direct communication with visitors and potential tourists.

On the days dedicated to professionals (February 25, 26 and 27), the Azores will significantly strengthen their business area, with 40 business contact modules available, 10 more than in previous editions.

This increase intends to enhance networking among operators, agents, and partners, as well as generate more business opportunities and consolidate the positioning of the Azores as a destination in the national and international tourism scene.

The modules are exclusively for professionals in the sector, ensuring a focused, dynamic, and results-oriented working environment.

In the late afternoon of February 27, and on February 28 and  March 1, the stand will be reorganised to welcome the general public, with six direct sales counters available to promote immediate contact with potential travellers.

During BTL 2026, the Regional Secretariat for Tourism, Mobility and Infrastructures will present the updated version of the MIOSOTIS AZORES award for distinguishing good sustainability practices in the tourism sector.

For the five-day event, Azorean municipalities will have an active presence at the stand, promoting the territorial, cultural and tourist diversity of each municipality. This joint participation highlights differentiated tourist products, local initiatives and identities, contributing to territorial cohesion and the integrated promotion of the archipelago as a unique and diverse destination.

Meanwhile, Visit Azores challenged its members to develop exclusive tourist packages to be launched during BTL 2026, with a view to stimulating demand, attracting new visitors and bringing the public even closer to the Azores destination.

Organised by the AIP Foundation, BTL 2026 is set to be the biggest edition ever, bringing together more than 1,500 exhibitors and 600 events over five days, including conferences, workshops, cultural presentations and immersive experiences.

After changing its name to Better Tourism Lisbon in 2025, the event now strengthens its ambition to establish Lisbon as a global hub for tourism.

The 2026 edition also focuses on increasing the number of international trade visitors and investing in training and skills development, bringing together the needs of businesses and existing job opportunities.

BTL maintains as its strategic priorities the consolidation and diversification of the tourism offer, focusing on segments such as wine tourism, culture, religious tourism, health and wellness, among others, reinforcing its role as a space for reflection on the future of tourism and an essential platform for business and networking.