José Manuel Bolieiro highlights commitment to quality as key to tourism success in the Azores - Communication

Presidência do Governo Regional

The President of the Azorean Government, José Manuel Bolieiro, chaired today the official opening session of the Azores stand at BTL 2026 – Better Tourism Lisbon Travel Market, which runs until Sunday, March 1, at the Lisbon Exhibition and Congress Centre (FIL). 

The ceremony was attended by the mayors of the Azores, as well as representatives of Azorean companies, associations and tour operators present at the event, in a moment that symbolised institutional and business cooperation for the promotion of the Azores as a destination.

The head of the Azorean Government stressed that the recent path of regional tourism is the result of a clear strategic choice: focusing on quality, added value and differentiation, rather than seeking only volume growth.

"We have been able to look strategically at the development economy not in terms of its quantitative value, but rather in terms of its qualitative value. It is for this reason that we are reaching levels of excellence, along with income," he stated.

The figures presented by the President of the Government evidence this evolution. The income forecast for 2019 was €104 million; currently, this figure stands at €206 million, representing an increase of 97%.

There has also been significant growth in air mobility: 2.3 million passengers landed, compared to 1.7 million in 2019, representing a growth of about 40%.

The RevPAR (revenue per available room) was another key indicator. It grew by 72%, showing that the sector's growth is based on improving the offer, not just on increasing visitor figures. For the President of the Regional Government, it is precisely this focus on authenticity, historical identity, and quality of experience that makes the Azores a top tourist destination.

José Manuel Bolieiro also acknowledged the public and private entities that have contributed to these results, emphasising that the success achieved stems from joint efforts.

"We are proud of this representation. We feel motivated and confident to carry on," he said.

In a speech that also encompassed a political component, the head of the Azorean Government warned of the importance of avoiding overly pessimistic views in the face of occasional fluctuations, defending that 2026 should be regarded as a year of resilience and confidence.

"We must abandon the dramatic pessimism when there are small variations. They are not contributing to growth," he said, stressing that the Region must remain focused on consolidating results.

The President of the Azorean Government reiterated that tourism is the real driving force behind the Azorean economy. In 2023, the sector generated €889 million in wealth, representing around 20% of the regional Gross Value Added (GVA), 17% of Gross Domestic Product and 17% of employment in the Region.

"This is a great achievement. It is motivating, and we are proud of this result," he said.

Over the five days of BTL, the Azores stand will host presentations by municipalities, business meetings, promotional activities and initiatives for direct contact with operators and the general public, highlighting the territorial, cultural and tourist diversity of the nine islands.

The increased participation in the country's largest tourism fair thus reflects the continuity of an external promotion strategy seeking to consolidate markets, attract new segments, and establish the Azores as a sustainable and differentiated destination with high added value.