Berta Cabral reiterates that tourism grows sustainably and is one of the main drivers of Azorean economy - Communication

Secretaria Regional do Turismo, Mobilidade e Infraestruturas

The Regional Secretary for Tourism, Mobility and Infrastructures reiterates that tourism is undergoing a process of truly sustainable growth, which has been the case since 2022. Tourism is already one of the main economic drivers in the Azores.

Berta Cabral emphasises the results recently published by the Regional Statistics Office regarding tourism activity in 2024. For the first time in history, there were more than 4.2 million overnight stays (+27.6% compared to 2022), more than 187 million Euros in hospitality revenue (+46.0% compared to 2022) and 18 million Euros in Rural Tourism, surpassing 200 million Euros and consolidating a growing and increasingly competitive reputation at an international level.

"We have confirmed that 2024 was a true ‘Golden Year’ and that tourism is going through a process of truly sustainable growth. Tourism is a major driving force in the Azorean economy and the main economic activity creating wealth, jobs, investment and opportunities for the future of our islands," she said.

"With the right and determined steps, we have built a path that now represents about 20% of Gross Value Added, 17% of GDP and 17% of regional employment. We are on the right track, with the right policies," she continued.

Berta Cabral highlighted that the Azores are the first archipelago in the world to be awarded the Gold Level of Earth Check's "Sustainable Destination" certification, a distinction achieved in 2024.  Moreover, over the last two years, the archipelago has been considered the Best Adventure Tourism Destination in the World and Europe by the World Travel Awards, establishing itself as one of the most attractive destinations internationally.

Meanwhile, the Regional Secretary recalled the "National Sustainability Award" and the distinction of "Best Stand" at the 2024 edition of the Lisbon Travel Market (BTL) to point out the high level of professionalism and quality demonstrated by the entire sector in the Azores.

For the Regional Secretary, the Azores have shown results of excellence in recent years, consecutively recognised with national and international awards and distinctions, following the joint efforts of the Azorean Government and entrepreneurs linked to the sector.

"We have managed to identify the right time to design and implement a new development strategy for the sector, in line with the European Union's multiannual financial framework. This is reflected in PEMTA 2030 -  Strategic and Marketing Plan for Tourism in the Azores, which is now the inspiration for Portugal's Tourism Strategy 2035," she said. 

PEMTA 2030, structured in 2023, is aligned with the Region's certification as a "Sustainable Destination." It is based on improving sustainability, considering new trends and traveller profiles, and meeting the sector's reality.

The fact that the new plan covers measures up to 2030 will ensure that it can keep up with the programming of European funds and organise supply over the long term, making it an essential tool in the organisation of companies operating in the area.

As a guiding document, PEMTA is a fundamental element in the pursuit of tourism activity goals for entrepreneurs, residents and tourists.

Berta Cabral also highlighted the "Azores Regional Tourism Meeting" and the international "Azores Tourism Summit," as they represent a new paradigm and the true internationalisation of the sector.

Moreover, she highlighted the beginning of the process of revising POTRAA (Tourism Management Plan for the Autonomous Region of the Azores) and the construction of the new PDTA (Territorial Development Plan for Tourism in the Azores), duly adapted to the current reality and capable of responding to the challenges of the future.

PDTA is a new generation document that will plan, improve, qualify and manage the aspects of the tourism sector that have territorial relevance on the nine islands of the Azores, according to the framework defined by PEMTA 2030.

The shuttle service to the Fogo  Volcano during the high season in 2023 is another major measure for this important regional economic sector. In 2024, between June 15 and September 30, 52,763 tickets were sold, representing an increase of 3.8% over the previous year.

Since the service began, the Lagoa do Fogo shuttle has sold 103,599 tickets. This proves its effectiveness in managing tourist flows and supporting the environmental preservation of this protected area while demonstrating the suitability of the service provided. 

In 2022, the Regional Government also created the "Welcome to São Jorge" voucher, a 35-Euro voucher for tourists visiting São Jorge. This was a financial incentive to boost the local economy, as a way of mitigating the impact of the seismic crisis on the island. It could be used exclusively to purchase goods or services in tourism-related activities.

The "Azores Trails Fest" should also be highlighted among the many measures created by the Regional Government for the tourism sector. It aims is to enhance and boost one of the Region's most important tourism products, hiking, and promote the Regional Network of Hiking Trails, which already has more than 90 approved trails, covering more than 800 km.

This initiative is about showing that hiking trails can create value for the territory, the economy, nature and even culture.

The Azores Regional Network of Hiking Trails falls within a strategy to revitalise and enhance the old roads and trails to boost the Region's tourism potential, promoting the discovery of the territory and its natural, historical and rural landscapes.

As far as disseminating the Azores is concerned, this is done not only through participation in national and international exhibitions but also through digital channels. In this specific case, we can highlight "Azores What's On."

This pioneering digital platform, which encompasses all the cultural activity of the archipelago's nine islands, was launched in 2024 and hundreds more events can be found on it, spread across 19 categories.

In line with PEMTA, "Azores What's On" promotes the archipelago, cultural and social dynamics, associations, creative entrepreneurship and all institutional initiatives. It also disseminates the events held on each of the nine islands of the Azores, complying with sustainability and making a major contribution to mitigating seasonality.

Berta Cabral also pointed out that today tourism is better prepared for market challenges and has a clear strategic orientation to fulfil the fundamental goal of having tourism all year round and on all the islands.

"We have implemented the 'Azores Routes,' which are cultural and landscape itineraries designed to make the most of the territory. We have already diversified this offer, which currently includes three main themes - Whaling, Vineyards and  Volcanoes - to which we are adding the Cheese Route in São Jorge.  Soon, we will also have the Maritime Expansion Route and the Industrial Tourism Route," she explained.

Simultaneously, last year an unprecedented study was carried out on the tourism sector and its respective value chain. There is now specific technical data showing that tourism generates more than 1.2 billion Euros in gross added value in the Azores.

"This is a historic milestone, which values tourism as an economic activity as never before, and also demonstrates its importance in leveraging and boosting all other sectors," emphasised Berta Cabral.

With a view to contributing to the information available and better interaction with the private sector, the new Tourism Portal was launched last year. It is a privileged mechanism for supporting investment decisions in the Azores.

"In addition to all this, we have taken assertive decisions to reformulate the Region's external promotion system and have embarked on a real rehabilitation of Visit Azores' credibility. All of this has led to the best air connectivity ever by 2024, with more than 30 routes connecting to other countries and 14 companies operating at our airports," explained the Regional Secretary.

Analysing the last two years of work in the sector, Berta Cabral also highlighted the investment made under the "Azores Fare," which has already totalled almost 30 million Euros. It has proved to be a powerful tool for fostering inter-island mobility and the development of domestic tourism.