Berta Cabral advocates “strategy to boost tourism competitiveness” and dismisses alarmist narratives - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The Regional Secretary for Tourism, Mobility and Infrastructures, Berta Cabral, stated that Azorean tourism is currently undergoing a period of adjustment during a session of the Legislative Assembly of the Autonomous Region of the Azores in the city of Horta today. However, she rejected alarmist views about the sector, defending that the indicators available demonstrate resilience and confidence on the part of entrepreneurs and investors.

Speaking during the urgent debate on public policies to promote tourism, the Regional Secretary acknowledged the challenges facing the sector, in an international context marked by geopolitical instability, rising travel costs and greater caution on the part of consumers, whilst also highlighting the constraints specific to an outermost and archipelago region dependent on air links.

Nevertheless, she emphasised that the available data do not support claims of a widespread crisis.

“We are going through a challenging period, but we are not facing a scenario of an alarming decline,” she stated, recalling that 2025 was the best year ever for tourism in the Azores, with over 4.5 million overnight stays, 1.4 million guests and €206 million in hospitality revenue.

She added that the sector’s revenue in 2026 will remain above the levels registered in 2025, and the figures for guest numbers and overnight stays will remain higher than those recorded in 2024. Between April and August this year, following Ryanair’s departure from the Region, total revenue from the hospitality sector grew by 6.9% compared with the same period last year.

The government official also highlighted the strong confidence that continues to exist in the tourism sector, as evidenced by the applications worth over €500 million submitted under the CONSTRUIR 2030 programme: 68% correspond to investments in accommodation, tourist entertainment, catering and related activities.

Berta Cabral acknowledged that the decline in demand in some segments, particularly in the domestic market, poses a real challenge. However, she stressed the need to consider the significant growth in tourism supply registered in recent years.

Between 2022 and August 2026, the number of beds available in the Azores increased by 32.7%, mainly through private accommodation. In this category alone, a further 9,600 beds have been added in the last four and a half years, a growth equivalent to the capacity of more than 96 hotels with 100 beds each.

For the government official, this expansion of supply has an impact on the sector’s competitiveness and contributes to the dispersion of demand.

Regarding Ryanair’s departure, she reiterated that the decision was the result of a commercial choice by the airline, similar to others taken in various European markets, defending that the debate on accessibility cannot be limited to a single carrier.

She highlighted the work carried out in recent years to diversify air connectivity in the Azores, which were served by 16 airlines and 30 routes during the 2026 IATA summer season, including new operations from Air Canada, WestJet and Austrian Airlines.

She added that the Azorean Government maintains ongoing contact with national and international bodies linked to the aviation sector, as well as with various airlines, intending to strengthen the Region’s connectivity.

In this context, she revealed that new routes have already been secured for 2027, namely the Brussels–Ponta Delgada route, operated by Transavia, and the Newark–Terceira route, operated by United Airlines.

Regarding the Azores Air Route Development Fund, approved by the Legislative Assembly, Berta Cabral explained that the regulations have already been drawn up by the Regional Government and submitted to the European Commission for assessment in accordance with the rules on State aid.

The Regional Secretary assured that the process is underway and the Government remains committed to its implementation, whilst fully complying with legal and EU requirements.

In her speech, Berta Cabral also highlighted the range of promotional initiatives currently underway to boost demand during the IATA winter season, involving Turismo de Portugal (national tourism authority), Visit Azores, tour operators and airlines.

The strategy includes promotional campaigns, press trips, familiarisation trips, training for travel agents, participation in international trade fairs and destination marketing initiatives, as well as a focus on segments with greater growth potential outside the peak season, such as nature tourism, hiking trails, cycling, birdwatching, culture, gastronomy and wellbeing.

She also revealed that the draft Regional Annual Plan for 2027 provides for an investment of €17.2 million in tourism promotion.

Berta Cabral reiterated that the Regional Government’s goal is not to increase visitor numbers indiscriminately, but rather to promote sustainable growth, based on value creation, improved quality of services and the distribution of economic benefits across the nine islands.

She recalled that the strategy set out under PEMTA 2030 has helped consolidate the international recognition of the Azores as a sustainable destination, highlighting the Region’s recent distinction as "Europe's Leading Adventure Tourism Destination 2026."

In view of current challenges, she called for the mobilisation of all stakeholders in the sector, defending that the response must be based on trust, cooperation and a long-term strategic vision.

“Tourism in the Azores has been built on the work of thousands of people and will continue to grow if we know how to respond to the challenges with rigour, intelligence and unity. The Government will do its part, but this is a collective mission,” she concluded.