Rural tourism is key to sustainable growth of the Azores - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The Regional Secretary for Tourism, Mobility and Infrastructures stated this Friday, on Terceira Island, that rural tourism is one of the main drivers of sustainable growth in the Azores. It plays a decisive role in enhancing the Region's attractiveness, generating wealth in local economies and raising its international visibility as a leading tourist destination.

At the opening of the Meeting of the Azorean Houses – Rural Tourism Association, held in Angra do Heroísmo under the theme “The Way Forward: How to Return to Growth?”, Berta Cabral defended that the Azores possess unique conditions to continue leading the way in sustainable tourism at both national and international levels. In this regard, she called for the mobilisation of all stakeholders in the sector to turn current challenges into new opportunities for development.

“Rural tourism is much more than just an accommodation segment. It is an authentic expression of Azorean identity, a means of preserving our heritage, enhancing our landscapes and revitalising local communities. Therefore, it is a strategic asset for the future of tourism in the Azores,” she stated.

Berta Cabral acknowledged that the sector is currently facing cyclical challenges linked to air connectivity, the international economic context and lower consumer confidence in some source markets. However, she emphasised that these factors do not undermine the destination’s competitiveness or appeal.

“The Azores continue to establish themselves as one of the most sought-after destinations, recognised for their authenticity, quality and sustainability. We are not facing a crisis as a destination, but rather a more demanding international context that requires adaptability, strategic vision and collaboration,” she emphasised.

The government official defended that the aim is to consolidate a model of sustainable growth, capable of generating greater value for businesses, higher income for local communities and a more balanced distribution of tourist flows across the nine islands.

In this context, she outlined the Regional Government’s actions as part of the goals set out in the Strategic and Marketing Plan for Tourism in the Azores 2030, which is geared towards enhancing the destination’s international visibility, reducing seasonality, diversifying source markets, boosting air connectivity and developing distinctive tourism products.

For Berta Cabral, rural tourism plays a key role in this strategy as it provides authentic experiences linked to nature, culture, gastronomy and Azorean traditions, contributing to sustainable tourism that generates value throughout the year.

The government official also highlighted the measures that have been implemented to boost the sector’s competitiveness, namely the international promotion of the destination through Visit Azores, the improvement of the tourism offer, the development of new products, and the growing focus on tourism intelligence tools and market insight.

She noted that a joint campaign with Turismo de Portugal (national tourism authority) is currently underway, complemented by various promotional activities carried out in partnership with Azores Airlines and other strategic operators, with new overseas promotional initiatives already underway.

In the area of air accessibility, she reiterated the commitment to continuing improvements in connections to the archipelago and to diversifying source markets, despite existing constraints on some national airport infrastructure.

In this context, she highlighted the confirmation of two new air links for 2027: the Brussels–Ponta Delgada route, operated by Transavia, and the Newark–Terceira route, operated by United Airlines, thereby strengthening markets considered fundamental to the sustainable growth of tourism demand.

“We know that accessibility is one of the sector’s main concerns and we will continue to take action with determination to create better conditions for access to the archipelago, boosting the Azores’ competitiveness and expanding opportunities for businesses and Azoreans,” she stated.

In a message addressed to business leaders and professionals in the sector, Berta Cabral highlighted the assets that set the Azores apart on the international stage.

“We have a unique natural and cultural heritage, an increasingly strong brand, a well-established international reputation and entrepreneurs who demonstrate their capacity for innovation and resilience daily. We have everything we need to continue growing sustainably and strengthen the Azores’ position amongst the world’s best tourist destinations,” she concluded.