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

Excitement is brewing in the middle of the Atlantic Ocean this week.

The Association of Canadian Travel Agencies and Travel Advisors’ (ACTA’s) inaugural destination conference kicked off Tuesday (Nov. 19) on São Miguel island in The Azores, welcoming a delegation of 150 Canadian travel professionals.

Landing in the early-morning hours, on a direct, nearly six-hour flight from Toronto with SATA Azores Airlines, enthusiastic agents hit the ground running yesterday as they checked into waterfront hotels – the Octant and Hotel Marina Atlântico – in Ponta Delgada, the capital of the Azores archipelago, and joined guided walking tours of the historic city.

The jet lag was real, but spirits were high as travel advisors, under a warm sun, unpacked Ponta Delgada’s century-old churches – classic examples of Azorean white walls with black basalt trim – cobbled streets and seaside promenade, and came face-to-face with iconic structures, such as Portas da Cidade (the arched gates to the city).

Making the connection

On now until November 25, ACTA’s International Destination Conference is designed to give Canadian travel pros an opportunity to connect with local suppliers, improve their product knowledge, and develop their business-building skills, in a compelling location.

Marco Pozzobon, director of marketing communications and partnerships at ACTA, said the conference, which has been a year in the making, is all about education, one of ACTA’s core pillars, and listening to travel advisors.

“We do our local summits in large cities in Canada, but our members say 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,” Pozzobon told PAX, which is covering the conference on location.

There’s also something to be said about bringing travel advisors together in a friendly and supportive environment.

“We’re seeing travel advisors connecting, talking about business. One is from Ontario, another is from Alberta. It’s nice to see different people, from different places, sharing with each other. That’s a big part of the theme,” Pozzobon said.

Ready. set, learn

The conference in The Azores is part of two major learning events ACTA has helped organized this fall.

Last month, more than 100 travel advisors set sail on the second annual Avalon Waterways European River Cruise Summit, a conference held in partnership with ACTA, aboard the Avalon Passion.

That event set sail on Avalon’s Danube Dreams eight-day itinerary from Budapest to Vilshofen, Germany, and connected travel advisors with reps from ACTA, Avalon, Manulife and Air Canada.

The program, this week, will put a spotlight on The Azores, an autonomous region of Portugal that forms a volcanic archipelago in the mid-Atlantic, some 1,400 km east of Cape Roca on Europe’s mainland.

It’s a geographically fascinating place. The Azores, a group of nine islands, rise from the ocean atop the Mid-Atlantic Ridge and form a major mountain range. The lush islands are known for their otherworldly beauty, fishing villages, exotic marine life and green pastures.

Beyond attending presentations and workshops today and tomorrow, advisors will explore two islands – São Miguel and Terceira – alongside representatives from Visit Azores, Visit Portugal, and SATA Azores Airlines, the week’s main partners.

Representatives from Air Canada, Collette, Manulife, Exotik Journeys, Globus family of brands, Discover the World Canada are also here, participating in the journey. 

Today, attendees will visit Sete Cidades, twin blue-and-green lakes – “one of seven natural wonders of Portugal” – that are situated in the crater of a dormant volcano, and go whale watching. Then, later in the week, we'll visit Furnas Valley, located at the centre of São Miguel's geothermal activity, known for its hot springs, and enjoy idyllic Terra Nostra Park. 

This weekend, everyone will then jet over to Terceira Island (which sits at a similar latitude to Portugal's capital city Lisbon), to tour the historic city of Angra do Heroísmo, a UNESCO World Heritage Site, and explore other sites, like the municipality of Praia da Vitória, Natal Cave, a wine museum and vineyards.

In a statement to PAX, Wendy Paradis, ACTA’s president, said The Azores, a year-round destination, was chosen because it provides “unique experiences that travel advisors and their clients may not have experienced.”

The region also has a “tremendous growth opportunity” for the Canadian market,” she said.

“We love The Azores because of its unique attributes including beautiful scenery, richness in culture, the variety of traveller activities available, and the commitment to sustainable tourism…The proximity to Canada and direct air lift is also a huge bonus,” said Paradis.

Great potential 

The conference generated a ton of interest in travel trade circles. At Wednesday morning's kickoff session at Teatro Micaelense, which welcomed several speakers, including government officials from The Azores, Pozzobon revealed that more than 400 travel advisors applied for a spot on the trip.  

Speaking to PAX at last night’s welcome dinner at the Açorsonho hotel, a local chain in north São Miguel, Jennifer McPherson of Turnkey Travel, an affiliate of TravelOnly, expressed her enthusiasm. 

“I see The Azores as an up-and-coming destination for those that want something active, but also something smaller that’s not as busy,” said McPherson, who has visited mainland Portugal many times, but is experiencing The Azores for the first time this week.

Portugal, McPherson pointed out, is known for its long-term stays and appeal among baby boomers. “The geography is very appealing,” she said. “The islands each have something different for hiking, surfing and swimming. Or you can just relax at the beach.”

As one who promotes experiential and authentic travel experiences, McPherson sees great potential in The Azores, either as a stepping stone to Europe, as part of a multi-stay itinerary, or as a pre or post-cruise extension.

She finds the destination's rugged nature and beauty particularly appealing. 

“It's a good fit for my clients because people want to disconnect from the stress of their fast-paced lives,’ she said. “In The Azores, they can connect with nature and the low-key pace of life.”

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

Stay tuned for more of PAX’s on-the-ground coverage of ACTA’s 2024 destination conference in The Azores.

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