Azores: Where Sustainability Meets Adventure
Interview with Berta Maria Correia de Almeida de Melo Cabral
Regional
Secretary for Tourism, Mobility and Infrastructures
Tourism on the Rise
“After the pandemic, tourism in the Azores grew by more than two digits,” the Secretary explains. “The first year, we saw over 15% growth, the second year around 12%, and this year it’s still between 7% and 8%. Overall, we’re more than 50% up compared to 2019.”
The rebound, she says, reflects a wider trend — travelers craving meaningful, outdoor experiences. “People wanted to go outside, to have adventures, to be close to nature. And the Azores offers all that — without the crowds. Visitors can feel safe and enjoy privacy, whether they stay in a hotel or a local B &B.”
Recognizing this shift, the government strategically repositioned the Azores to emphasize nature, adventure, and sustainability. “We developed a long-term plan focused on these three pillars,” she adds. “We’re constantly improving our sustainability actions and promoting sports related to the sea and the land.”
Evolving Tourist Profiles
While most visitors still come from mainland Portugal, the islands have become increasingly
popular with international travelers. “Our second-largest market is the United States, followed by Germany and Spain,” she says. “We have direct flights from New York, Boston, Toronto, Montreal, and even Oakland, California. And from Europe, Ryanair and Azores Airlines connect us with London Stansted.” With less than three hours’ flight from the UK, the Azores are more accessible than many realize — a quick hop to a world that feels far removed from the bustle of Europe.
Gold Standard for Sustainability
One of the Azores’ proudest achievements is its certification as a Gold Sustainable Tourism Destination — the only region in the world to hold that title. “We began the process in 2019 with a silver certification,” the Secretary explains. “By 2024, we reached gold. It’s a continuous process — every year we’re audited, and every year we aim to improve.”
Each of the nine islands operates its own “green team” responsible for monitoring tourism activity. “We control the flow of visitors to popular sites, use shuttles to reduce traffic, and encourage exploration across different islands,” she says. “The goal is to avoid the perception of mass tourism. We need more tourists, yes — but they must be organized and spread across all islands.”
Visitors are also encouraged to participate in sustainability efforts. “We use all our platforms and social media to inform and educate travelers,” she adds. “People who come here understand that this is a special, sustainable destination — and they adapt their habits accordingly.”
Culture, Nature and Human Connection
Beyond its lush landscapes, the Azores boasts a rich cultural identity shaped by centuries of tradition. “We have nine islands, each with its own character,” she explains. “There’s the nature of the land and the sea — but also human nature. Our people are known for their hospitality.”
The islands’ events calendar reflects that vibrant spirit. From festivals and music performances to local religious celebrations, visitors can immerse themselves in authentic community life. “Tourists love to join the traditional Holy Spirit festivities, watch the processions, and try the local food — the sweet bread, the hot meat dishes. They love to be with people.”
The cultural offering extends to the arts. “We have a rich cultural agenda, with concerts and exhibitions across the islands,” she says. “Many of our musicians are professionally trained, and we host performances throughout the year.”
Adventure Capital of the Atlantic
Adventure tourism is another defining feature of the Azores experience. “We’ve been named the World’s Best Adventure Destination for two consecutive years,” she says proudly. “The criteria are extensive — but it shows the strength of our offer, from hiking and whale watching to diving and paragliding.”
With nine islands, each offering unique.
With nine islands, each offering unique landscapes, travelers can combine several experiences in one trip. “If you have 48 hours, start in São Miguel or in Terceira — to understand the essence of the Azores,” she recommends. “Then fly to Pico, home to our highest mountain or to Faial, the blue island, and take a short boat to São Jorge. You’ll get a complete picture of what the Azores are about.”
A Balanced Future
Tourism today contributes significantly to the region’s economy — 17% of GDP, 20% of value-added business, and 17% of employment. Yet, sustainability remains at the heart of its growth strategy. “Our main goal is to make tourism good for visitors and residents,” the Secretary emphasizes. “We want locals to see the benefits and feel proud of how we’re preserving nature.”
As for the next five years, the vision remains clear: steady, sustainable growth that protects the islands’ natural beauty and community values. “We’ll continue developing this balance,” she concludes. “The Azores will always be a place where people can connect — with nature, with culture, and with themselves.”