On Location: “More than a selfie spot”: ACTA in The Azores inspires agents, spotlights tourism for good

“The Azores is much more than a selfie spot,” said Rosa Costa, regional director of tourism for the Azores Government, addressing nearly 150 Canadian travel advisors at ACTA’s inaugural International Destination Conference last week.

For a region filled with emerald-green hills, mysterious caves, cow-dotted farm lands, fern-filled forests and crater lakes, it’s hard to believe that people who visit The Azores, an autonomous region of Portugal consisting of nine islands in the north mid-Atlantic, won’t resist the urge to take a selfie.

After all, the nature-filled archipelago, located roughly 1,600 km west of mainland Portugal (and covering an area as big as California and New Mexico combined), is so unspoiled and pristine, it’s sometimes called “Europe’s Hawaii.’

How could one not take a selfie?

But as travel advisors learned firsthand, after exploring two unique islands in The Azores – São Miguel and Terceira – some destinations just sing in deeper, more profound ways. More than a photo stored in a smartphone ever will. 

READ MORE: On Location: A “tremendous” opportunity” – ACTA conference in The Azores begins

Providing travel pros with the tools, and local talent, for unpacking an emerging destination like The Azores was the mission of ACTA’s conference last week, which PAX covered on location from Nov. 18-25.  

Ready, set, learn

The exciting trade event, which received more than 400 applications, was divided into two parts: two “conference days,” held in the mornings of Nov. 20 and Nov 21 in the auditorium of Teatro Micaelense, in the cobblestone, seaside city of Ponta Delgada – home to some 67,300 residents, and white buildings with black basalt trim – on São Miguel.

Meanwhile, afternoons, and full days later in the week, were dedicated to exploring.

“We do our local summits in large cities in Canada, but our members were saying there’s no better way to learn than by experience. Going into destinations, seeing, hearing, and smelling everything. That’s why we’re doing this,” Marco Pozzobon, director of marketing communications and partnerships at ACTA, told PAX. 

Fulfilling one of ACTA’s core pillars (education), the program featured speakers who shared tips on selling The Azores, as well as a bustling trade show, where more than 30 local DMCs, hoteliers and tour companies met with agents to answer questions and exchange contacts.

The event’s keynote speaker was Andrew Jenkins, CEO of Volterra, who discussed the ways to deliver more value with social media.

Representatives from Air Canada, Collette, Manulife, Exotik Journeys, Globus family of brands, Discover the World Canada (all of whom sell experiences in The Azores, or enhanced client options) were also around to connect with delegates.

READ MORE: “I can’t wait”: Travel advisors gear up for ACTA’s conference in The Azores

“Canadian tourists are always looking for somewhere new to go,” said Leslie Schaff, a business development manager at Globus, who participated in a panel that looked at ways to boost tourism in The Azores.

“Portugal, as a whole, is a trending destination,” she said. “And tour operators have recognized that we have to change how we see countries by adding new experiences.”

The Azores, Schaff said, offers clients an off-the-beaten path experience.

“It’s not just about stepping into churches and museums,” she said. “Your clients will be out there, experiencing nature, the beauty, the tastes, the locals, and how small everything is.”

Laurie Keith, owner of Boutique Travel Services, signed up for the event to not only build a better relationship with ACTA (“They’re more involved in our industry than ever before,” she said), but to also try something new.

“I’m picky and choosy with trips, having been in the industry for 30 years,” Keith said. “I can say I’ve ‘been there, done that,’ but I haven’t been to The Azores, which was on my bucket list.”

Keith agreed that there’s a strong desire among Canadians to see and experience something different.

“I can see us selling more of this,” said Keith, who, as a destination wedding specialist, spent her week connecting with local suppliers to explore potential group opportunities.

ACTA and its partners – Visit Azores, Visit Portugal and SATA Azores Airlines – took meetings out of stuffy settings and, throughout the week, held lively dinners and theme parties.

A chic black and gold masquerade unfolded Thursday (Nov. 14) in a greenhouse at José do Canto Botanical Garden on São Miguel, while a lively “Colours of The Azores” wrap party, which required green, blue, white, yellow, brown or purple attire, took place Sunday (Nov. 24) at Quinta da Nasce Água, an historic hotel, in Angra on Terceira island.

In a statement to PAX, Wendy Paradis, ACTA’s president, said The Azores was chosen for its “unique experiences that travel advisors and their clients may not have experienced.”

The destination also has a “tremendous growth opportunity” in Canada, she said.

“Where’s that?”

That’s because Canadians, generally speaking, may not be fully aware of The Azores and what it has to offer. 

As several agents told PAX during the trip, the moment they told their clients that they’d be spending a week in The Azores, a common response was, “Where’s that?” 

Of course, those who belong to Canada’s Azorean diaspora know exactly where The Azores are. During the 1950s, many immigrants from The Azores (and Madeira), fleeing political conflict, moved to major Canadian cities.

In Toronto, this led to the formation of what is now known as Little Portugal in the city’s downtown west end.

The direct lift that’s available to The Azores out of Toronto and Montreal airports is meant, in part, to serve this important VFR (visiting friends and relatives) segment (in addition to leisure travellers).

As Luis Capdeville, president of Visit Azores, stated at ACTA’s opening session: Canada “holds great significance to us.”

“It’s one of our largest source markets, and more importantly, it ranks as the second highest in terms of added value to our region,” Capdeville said.

The Azores, a year-round destination

But The Azores, from a tourism standpoint, is still a newcomer. It was only in the early 2000s that the region found its touristic footing, and developed a strategy, Costa explained, addressing ACTA’s delegation in Ponta Delgada last Wednesday (Nov. 20).

Tourism on the islands, up until that point, was limited to basic sightseeing, business trips and football games, she said.  

The Azores was initially viewed as seasonal. Tourism officials would tell people to visit between May and October, “because for us, as residents, we thought that was the nicest time,” Costa said.

But as consumer tastes evolved, it became clear that The Azores, which unlocks a lush world of hiking and cycling trails, sailing and kayaking routes, diving and surfing sites, along with whale and bird watching, had all the right ingredients to be a year-round destination.

What locals may consider “cold” in the winter months – mild temperatures that fluctuate between 10 to 18 degrees Celsius – is just another spring or fall day for Canadians.

During ACTA’s conference, most agents wore layers, swapping between light sweaters and jackets. But when the sun was out, shining at full force, out came the skirts, shorts and t-shirts.

Really, the best way to prepare for The Azores, outside of summer, is to pack for all seasons.

The tourism boom

In recent years, The Azores, especially after being named a UNESCO Global Geopark in 2009 (volcanoes, underground caves, thermal waters, steaming geysers, green pastures and turquoise-toned lagoons are found all over) has seen a tourism boom.

Last year, overnight stays in the region increased by nearly 16 per cent, welcoming a total of 3.8 million overnight stays, according to the Azores Regional Statistics Service (SREA).

Gross revenue from tourism accommodations also exceeded $150 million Euros for the first time, marking an increase of 18 per cent compared to 2022.

Today, tourism in The Azores accounts for about $1 billion Euros, representing 16 per cent of jobs on the islands.

The rise of low-cost airlines, increased air connectivity with Europe and North America, and a growing interest in sustainable travel (paired with a desire to support local economies) have all contributed to this surge.

And Canadians factor into the equation. “Canada is likely to grow as a tourism source market for The Azores, and we strongly believe this trend will continue to expand,” said Bertha Cabral, regional secretary for tourism, mobility and infrastructure for the Azores Government, who spoke at ACTA’s conference. 

Canada, Cabral said, is among the The Azores’ top five international source markets for tourism. The number of overnight stays by Canadians also grew by a whopping 63 per cent last year, she said.

“We anticipate another significant increase this year,” she told travel advisors.

Less than six hours away

Having direct lift is key. One of the objectives at ACTA’s conference was to showcase the ease of flying with SATA Azores Airlines, which, from Toronto, offers daily, year-round direct flights to São Miguel, as well as a twice-a-week, peak summer service to Terceira, home to the historic city of Angra do Heroísmo, a UNESCO World Heritage Site, and about 34,000 residents.  

From Montreal, SATA flies direct to São Miguel – a seasonal route that, for the first time this year, will be extended to the winter months.

Conveniently, from Toronto, the flight to São Miguel, the largest island in The Azores, is less than six hours.

Departing YYZ at night, and arriving in The Azores in the early morning (local time), the travel time breezes by. Meanwhile, SATA prepares its passengers for the riveting nature that lies ahead.

During the boarding process, a soundscape of waves and chirping birds is played over the cabin’s speaker system.

There’s room to play around with SATA Azores Airlines, which began operating regular flights to Canada in 2000 to serve the Azorean diaspora.

The airline has a free stopover program in The Azores, for up to seven days, either on both legs of a journey, or just one.

The Azores is also gateway to Europe. From São Miguel, SATA customers can connect to mainland Portugal (Porto, Lisbon and Faro), Madeira, or other countries, like Spain or France.

SATA flies to all nine islands in The Azores, offers connections within Canada through interline agreements with WestJet, Air Transat and Porter Airlines and, contrary to industry trends, pays a two per cent commission on public fares.

As for the fleet, customers can expect new A321neoLR aircraft when flying overseas, and smaller planes, like Bombardier Q200s, when flying in between islands (all of which have their own cultural identities and special features).

Speaking at ACTA’s event, Sandro Raposo, chief commercial officer at SATA Group, said the airline is experiencing double-digit growth.  

“The number of passengers has been growing more than the number of flights,” Raposo said. “Of course, this means our load factors are increasing, and this is the path we expect to have for future years.”

Going green

Similar to other eco-centric destinations, like the Galapagos Islands or Saint Vincent and the Grenadines, The Azores is celebrated for its unspoiled landscapes and commitment to protecting its natural assets.

It’s the first archipelago in the world to be certified as a sustainable tourist destination by the international certifying entity EarthCheck, under the criteria of the Global Council for Sustainable Tourism.

On São Miguel, at Sete Cidades, twin blue-and-green lakes – “one of seven natural wonders of Portugal,” located in the crater of a dormant volcano – was the first stop at ACTA’s conference that introduced agents to the destination’s splendor.

Many, in amazement, remarked how the vibrant green valleys and idyllic lakes in the municipality almost “didn’t look real.”

Others said the rolling green landscapes – especially along the cliffside coast of Terceira – reminded them of Ireland.

Blessed with clear-blue skies – well, almost. Even on perfect days, a smattering of Atlantic cloud cover is to be expected in The Azores – we stopped at many lookouts in São Miguel, including Monte Palace, a 5-star hotel that was built on the rim of a volcano, in the late 1980s, but closed just after 18 months.

(Apparently, the owners didn’t account for the fact that views of Sete Cidades couldn’t be guaranteed year-round due to the shifty weather conditions). Today, it stands as a desolate building, with overgrown gardens, primarily serving visitors in search of a good view.

Our local guide had all kinds of interesting facts to share. From how The Azores (Angra do Heroísmo) was twice the capital of Portugal over time.  

Or how the region, in addition to growing pineapples, is home to at least 21 different types of mushrooms – all of which are poisonous. “Or, all of them are eatable, once,” our guide joked.

We visited Gorreana, the oldest and tea plantation in Europe, spottted workers on the sides of roads. That’s because São Miguel’s blooming blue hydrangeas, while pretty to look at, are an invasive species, and must be maintained to prevent damage to the environment.

And the cows. Moooove along, people. There are so many cows, which roam freely because there are no land predators in The Azores.

In fact, the abundance of cows (on islands, like Terceira, there’s more cattle than people) is what makes The Azores a major supplier of beef, milk and cheese (half of Portugal’s cheese is produced there).

Nature finds a way

Nature found a way of delighting conference delegates all week, from the Furnas Valley, located at the centre of São Miguel's geothermal activity, known for its smoking hot springs, to Terra Nostra Park, a botanical garden tucked away in São Miguel’s scenic countryside.

Then there was the 45-minute flight to Terceira, where the vibe changed completely. 

The third-largest island in the archipelago, the colourful city of Angra, an inlet of basalt and limestone roads, was an obligatory port of call from the 15th century, until the arrival of the steamship in the 19th century.

Today, the town’s centre is the oldest UNESCO site in all of Portugal. “Of all the nine islands in The Azores, one is an amusement park, and that’s Terceira,” said our guide, Diogo, noting the region's penchant for music, festivals and bullfighting.

In the countryside, travel advisors donned hard hats and stepped into Natal Cave, a lava tube that formed some 12,000 years ago. The name translates to “Christmas Cave,” which it got in the late 1960s after Christmas masses, christenings and weddings were held there.

“Riesling…with a slap of salt”

Terceira introduced us to local wine, like Chico Maria, a fortified sipper. Wine in The Azores is known for its bright acidity, mineral notes and aromatic profiles. As one critic famously once said, it’s “Riesling…with a slap of salt,” due to the ocean’s close proximity to vineyards.

The highlight, however, was traversing the stoned-lava coastline of Biscoitos, where natural pools outline configurations of black rocks – the result of cooling lava from volcanic eruptions thousands of years ago.

The last volcanic eruption in The Azores, by the way, was on Faial Island in the late 1950s.

There are 26 active volcanos in the Azores, eight of which are submarine. While a fact of life, volcanos can go thousands of years without activity. The last volcanic eruption on São Miguel, for example, was in 1652.

Pass the sausage

The Azores is all about being active. You’ll work up an appetite, but trust us, you won’t go hungry.  

From succulent beef stew to “cozido” (a melange of potato, beef, chicken, blood sausage, sweet potato and carrots, cooked in the ground for eight hours), there were plenty of opportunities to eat local. 

At Quinta do Martelo, a farm that recreates the feeling of what life was like five centuries ago, advisors dove into a feast of Azorean delicacies, including tender beef stew and “sopas do espírito santo,” a dish packed with cabbage, sausage, bacon, beef, and spices. Set to live folk music.

Our hearts (and stomachs) were full.

“People are our best assets”

But what resonated most was the kindness of locals, who play a key role in The Azores’ plan for tourism.  

The need for a sustainable model that benefits locals is not just a nice thought, it’s a requirement for the future.

“We believe that by fostering sustainable tourism, we’re not only protecting our islands, but also enhancing the experience and creating meaningful connections for visitors that last long after their journey ends,” said Luis Capdeville of Visit Azores.

This philosophy has guided The Azores, and its vision for tourism, over the years. Beyond developing outdoor-oriented activities, the islands have invested in other assets, like cultural and wellness experiences and, above all, a connection to people.

“We want people to come to The Azores not only for the open air and green nature, but to also connect with locals [most of whom, in addition to Portuguese, speak English],” Costa told PAX.

This is the basis of a strategic plan The Azores government released last year. As presented on a new website called Rotas (Routes) Azores, the aim is to bridge communities with tourism in meaningful ways.

“People are our best assets,” as Ines Almeida Garrett, Visit Portugal’s director in Canada, said during a presentation. “People are nice. Even if they don't speak English – which the majority of us do – they will try to help you and understand what you need.”

Filipe Silva, senior director at Visit Portugal, echoed that sentiment. “At the end of the day, this is a people’s business. We want to make tourism a force for good,” he said.

In The Azores, partnerships have been formed with locals – experts in a variety of subjects, like gastronomy, crafting, whaling, volcanos and wine making – and made into experiences that travel companies, all throughout the region, can offer visitors.

“The idea is to distribute the flow [of tourists] so people don’t just go to the top five sites, but experience the territory with locals,” Costa told PAX.

About the selfie takers

The Azores wants visitors who’ll come and stay a while (and sure, to also take some nice pictures along the way). Not tourists who drop in, take the pictures, and leave without making a positive impact (aka, the selfie takers).

“We don't need to increase the number of selfie [takers]. We want to increase the value,” Costa told conference attendees.

The Azores isn’t interested in becoming a mass-market destination, full of resorts, either. “That’s not our DNA,” Costa told PAX. “It's about small boutique hotels that offer personalized service.”

Officials are also aware of the consequences that come with overtourism, which they’re obviously trying to avoid. “Imagine going to a sightseeing spot, or going on a hike, and seeing hundreds of people?” Costa said. "The experience would be lost.”

The cruise ship conundrum

So, what does The Azores think about cruise ships? During ACTA’s conference in Ponta Delgada, one large ship glided into port, releasing hundreds of passengers into town. 

For years, cruise ships crossing the Atlantic would bring visitors (and vital spending) to The Azores during the shoulder months. Now, as more non-cruise travellers visit The Azores during fall and winter, the region has to decide on how it will manage both groups.

Cruise ships “can bring problems,” Costa told PAX. “Imagine being here for a week, enjoying the nature, and then suddenly a bus comes with all these sightseeing tourists. It can ruin the experience. We’re looking to achieve a balance.”

Costa said The Azores hosts around 200 large ships a year, mostly in São Miguel, but also on other islands. But discussions on potentially capping the number of ships that are allowed to dock are underway, Costa said.

“It's not our goal to increase the number of ships because we don't have the facilities,” she said.

What The Azores wants are small-ship expeditions – voyages that bring people to The Azores, for at least seven nights, and takes them to all the islands. “That's our goal,” Costa said.

Inquiries are rolling in

One thing’s for sure: as inspired travel advisors return home, and get down to business, they’ll be busy.

Diane Murchison of The Travel Agent Next Door said she has already received several inquiries from clients about The Azores as her customers watched her trip unfold on social media.

“I have a couple that wants to go hiking, another wants to rent a villa over the ocean. I have inquiries about wineries. It’s fantastic,” Murchison told PAX at Sunday night’s closing gala.

Being able to connect with local suppliers, and become immersed in The Azores, was particularly valuable, Murchison added.

“This is one of the best FAMs I’ve ever been on,” she said.

To see more pictures from ACTA's destination conference in The Azores, visit and "like" PAX's Facebook page here. 

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