After closing the last year with a new record of overnight stays, the Azores destination enters 2026 focused on reducing seasonality and on the consolidation of a sustainable growth model, centered on the quality of the experience and territorial balance.
“We want to grow with more value and greater stability throughout the year. Strengthening demand in winter is essential to reduce the gap between seasons and give predictability to businesses and the regional economy,” says Luís Capdeville, president of VisitAzores, cited in a press release.
The strategy involves increasing the tourist flow in the off-season, promoting products that are available year-round on the nine islands of the archipelago, such as hiking, active tourism, nature, geotourism, culture and gastronomy.
By distributing demand more evenly throughout the calendar, the Azores intend to:
* Reduce the concentration of activity in the summer months;
* Improve employment stability in the sector;
* Increase the annual average revenue per visitor;
* Ensure greater balance between tourism, territory and community.
The objective is to grow without increasing pressure during peak periods, while simultaneously strengthening the destination’s position as an international reference in nature tourism and authentic experience.
Parallel to strengthening the winter, the destination’s strategy bets on valuing the tourist experience, promoting segments with a higher propensity for high-value spending and longer stays.
The enhancement of the offering — which includes natural heritage, cultural identity and human authenticity — allows consolidating the Azores as a premium nature destination, capable of generating greater economic value without relying exclusively on volume increases.
The archipelago’s tourism growth maintains residents’ well-being as a fundamental principle. The visitor experience is directly linked to how tourism is integrated into the local community and the territory.
The commitment to a sustainable, responsible model aligned with the region’s environmental and social values continues to guide the destination’s strategic decisions.
BTL as a strategic platform
From February 25 to March 1, at BTL – Better Tourism Lisbon Travel Market, the Azores will present an immersive stand that translates this vision of balanced growth. The space will host presentations of strategic projects, professional meetings and networking actions, involving municipalities, associations and operators from the nine islands.
More than merely marking a presence at the country’s largest trade show, the Azores use BTL as a platform to affirm a clear strategy: strengthen winter, increase value and grow with balance.
