On Location: “Far removed from mainstream Europe”: Advisors discover the Azores with WestJet

“In the Azores, you can have every season in a day.”

That observation from local guide Bruno Resendes proved accurate during a recent four-day FAM trip to São Miguel hosted by WestJet and Visit Portugal.

PAX joined seven advisors from across Canada, along with WestJet’s Melissa Peterson, account representative, agency sales, on the trip, which came just days after WestJet launched nonstop service between Toronto and Ponta Delgada on June 12. 

Operating four times weekly, the route gives Canadians direct access to Portugal’s volcanic archipelago in roughly 5.5 hours.

During the trip, the weather shifted constantly, moving from rain and mist to bursts of sunshine that illuminated crater lakes, volcanic peaks and dramatic coastlines. 

While changing conditions occasionally altered the itinerary plans, they also showcased the Azores’ appeal as a destination shaped by nature.

For WestJet, the new route represents an opportunity to serve both leisure travellers and the large Portuguese community in Canada.

The market is already showing momentum. 

According to Rute Marques Gouveia from Visit Portugal, Canadian arrivals to Portugal were up 12 per cent year-over-year as of April 2026, while Canadian arrivals to the Azores increased 3.6 per cent during the first four months of this year.

Selling a different side of Europe

Peterson believes the new route gives advisors an opportunity to challenge assumptions about European travel.

“Europe sometimes has this preconceived notion for travellers that it has to be this big, daunting vacation, where you have to go for two weeks and see everything, ” she said. “It’s a short flight time, so it’s an easy extra-long weekend to come out here for people who are looking for something different.” 

Over four days on São Miguel, the largest and most populous of the Azores' nine islands, advisors experienced a side of Europe that feels markedly different from the continent's major cities. 

The itinerary included a walking tour of Ponta Delgada, visits to pineapple and tea plantations, a stop at Cerâmica Vieira pottery factory and time exploring some of the island’s most famous natural attractions, including Lagoa do Fogo, Caldeira Velha and the Sete Cidades region.

The group also visited Terra Nostra Park, known for its thermal pools and botanical gardens, and experienced a cooking class focused on one of the Azores’ best-known culinary traditions: cozido das furnas, a hearty stew cooked underground using geothermal heat.

Throughout the trip, sweeping volcanic landscapes remained a constant backdrop. 

At viewpoints such as Boca do Inferno, clouds frequently rolled in and out, revealing views of crater lakes and lush green hillsides.

For Fredericton-based agent Samantha Bosca of Travel Makes Memories, the trip helped expand her understanding of what the Azores can offer travellers. 

“The highlights of the trip were the scenery and being able to understand the different things that are available in the Azores,” she said. “What surprised me was the number of different activities you could do, from the pineapple plantation to the tea factory to the pottery workshop.”

Advisors see broad appeal

The Azores have long been associated with hiking, whale watching and outdoor adventure, but several advisors returned with a broader view of the destination.

Bosca said she arrived expecting the islands to appeal primarily to hikers. “I’m not much of a hiker, and before I arrived, that’s who I assumed would be most interested in visiting, But myself not even being in that category, I would love to come back to the Azores.”

She said she would still market the destination to travellers interested in hiking, while also highlighting its appeal for those who simply enjoy spending time in nature.

For Grimsby-based agent Jody Makarus of Fareconnect, one of the biggest surprises was the variety of communities found across São Miguel.

“It didn't feel touristy to me,” she said. “All of the little cities and towns really surprised me. They’re all so very different.”

Given the island’s fast-changing weather conditions, Makarus said first-time visitors may benefit from having local support in place, especially early in the trip.

The group’s own itinerary underscored that point. Whale watching had been planned for one morning, but ongoing rainstorms pushed the group to a plan B.  

“I think getting a tour guide or a tour bus is super important for at least the first few days,” Makarus said. “If the weather is inconsistent, you have to be super flexible, and a guide knows the island and can offer those options.”

She also sees the Azores as a great destination for younger travellers.

“The nightlife is also super fun and it feels safe,” she said.

For GTA-based agent Danny Slupeiks, owner of TravelOnly with Danny, the trip reinforced the destination’s potential for Canadians seeking something beyond traditional European itineraries.

“The flight time is comparable to flying from Toronto to Vancouver, yet clients arrive in a destination that feels entirely unique, authentic and far removed from mainstream European travel routes,” he said.

Slupeiks also sees opportunities for cruise clients, whether as a port stop or a pre- or post-cruise extension. 

“The islands are highly accessible and offer exceptional value for clients seeking immersive cultural experiences, dramatic scenery and destinations that remain relatively undiscovered compared to more traditional European ports,” he said.

MAIN IMAGE: From left: Larry Ash, Trevello; Bruno Resendes, tour guide; Samantha Bosca, Travel Makes Memories; Melissa Peterson, WestJet; Danny Slupeiks, TravelOnly; Kyla December, Uniglobe Carefree Travel Group (front); Breanne Kostiniuk, Selkirk Travel (back); Jennifer Shantz, Nexion; Ana Chirute Cabral, Visit Azores; Jody Makarus, Fareconnect; Branquinho Silva, driver/guide

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.