Lisbon, Feb. 25, 2026 (Lusa) - The head of the regional government of the Portuguese Azores archipelago said on Wednesday that the focus on authenticity, historical identity and quality of experience is a factor in consolidating the region as a "tourist destination of excellence and preference".
"We have been able to look strategically at the development of the economy, not in terms of quantitative value, but in terms of added value and quality. That is why we are achieving levels of excellence, but also of income," said José Manuel Bolieiro today at the official opening session of the Azores stand at BTL 2026 - Better Tourism Lisbon Travel Market, which runs until Sunday at the Lisbon International Fair (FIL).
In his speech, the leader of the Azorean government stressed that the recent trajectory of regional tourism "is the result of a clear strategic choice: to focus on quality, added value and differentiation, rather than seeking only growth in volume."
According to a press release from the regional coalition government, the minister said that the expected revenue from this sector in 2019 was €104 million and currently "this figure stands at €206 million, representing an increase of 97%".
"There has also been significant growth in air travel: 2.3 million passengers landed, compared to 1.7 million in 2019, representing an increase of around 40%," he added.
Another indicator highlighted by the minister was RevPAR (revenue per available room), which grew by 72%, "showing that the sector's growth is anchored in the improvement of supply and not just in the increase in the number of visitors".
José Manuel Bolieiro also acknowledged the public and private entities that have contributed to these results, stating that the success achieved is the result of joint efforts.
"We are proud of this representation. We feel motivated and confident to continue," he said.
The leader of the Azorean government also warned against "excessively pessimistic" discourse in the face of occasional fluctuations, arguing that 2026 should be seen as a year of resilience and confidence.
"We must abandon the spirit of dramatic pessimism when there are small variations. They are not contributing to growth," he said, quoted in the note, arguing that the region should remain focused on consolidating results.
Bolieiro reiterated that tourism is the "real engine" of the Azorean economy, having generated a total of €889 million in wealth in 2023, "representing about 20% of the regional Gross Value Added (GVA), 17% of the Gross Domestic Product (GDP) and 17% of employment in the region".
"This is a great achievement. It is motivating and a source of pride," he stressed.
During the five days at BTL, the Azores stand will host presentations by local authorities, business meetings, promotional activities and initiatives for direct contact with operators and the general public, highlighting the territorial, cultural and tourist diversity of the nine islands.
Participation in the country's largest tourism fair reflects the continuity of "an external promotion strategy that seeks to consolidate markets, attract new segments and affirm the Azores as a sustainable, differentiated and high added-value destination," according to the regional government.
ASR/AYLS // AYLS
Lusa
