Berta Cabral highlights that the Azores are a quality tourist destination, not a destination for mass tourism - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The Regional Secretary for Tourism, Mobility and Infrastructures, Berta Cabral, stated today in Lisbon that the Regional Government will heavily invest in the European, U.S. and Canadian markets in 2024 to further develop the tourism sector. On the occasion, she pointed out that the Azores are a destination of excellence and quality, not for mass tourism.

Berta Cabral spoke in an interview with CNN Talks on "Tourism in the Azores, Prospects and Challenges," which took place as part of the Lisbon Travel Market (BTL) running until March 3 at FIL-Lisbon Exhibition and Congress Centre, with the Azores as the guest national destination.

The government official reiterated her continued commitment to the national market, which is the main tourism market for the Azores, noting that 2023 was an extremely positive year for tourism in the Azores.

"We surpassed the best performance records, were elected as the 'Best Adventure Tourism Destination in the World' and achieved 'Silver Level IV' in the  'Sustainable Destination' certification. In addition, 2023 marked the entry into force of our new Strategic and Marketing Plan for Tourism in the Azores 2030, which gives us new prospects for tourism development and new competitive strength for the coming years," she emphasised.

Nevertheless, Berta Cabral highlighted the need to continue working and monitoring the market, as well as investing in "the improvement of products and qualification of resources, always working in a sustained and determined manner to reduce seasonality."

"We are a sustainable tourist destination in rapid growth, offering those who visit us not only nature itself but also human nature. Our great ambition is for the Azores to increasingly become a benchmark of nature tourism, excelling in experiences on land and at sea, but also highlighting our human nature, i.e. our identity," she said.

The Regional Secretary also mentioned the first Integrated Network of Nature and Adventure Activities, which will combine various activities such as hiking trails, birdwatching, cycling and canyoning, adding that preparations are already underway to implement new hiking trails that will provide unique experiences and take visitors to more places on the Azorean islands.

Berta Cabral stated that having year-round tourism on all the islands "is a mission that has been firmly defined, representing progress and prosperity throughout the Region."

"There is still plenty of room for growth on all the islands of the archipelago and none of them show any signs of mass or non-sustainable tourism," she emphasised.

The Regional Secretary also noted that the Azores have great potential for growth in the tourism sector, a sector that has a significant impact on the entire economy, having expressed her confidence about 2024.  

She continued: "Tourism has to create value for the economy, and it has to create value for the people. Tourism is only good if it is good for visitors and residents."