Interview with Berta Cabral, Regional Secretary for Tourism, Mobility and Infrastructure

10 Dec Interview with Berta Cabral, Regional Secretary for Tourism, Mobility and Infrastructure

What are some of the biggest projects being spearheaded by your secretariat in each of these three areas and which best represent the path the archipelago is taking?

Tourism is the sector with the greatest capacity for wealth creation, job generation, and income democratization. It impacts all other economic sectors broadly and serves as a model for sustainable development. The Azores is the first archipelago to be formally certified as a “Sustainable Tourism Destination” by the Global Sustainable Tourism Council. The region has received several national and international awards, including the “World’s Best Adventure Tourism Destination” by the World Travel Awards in 2023.

In mobility, we have introduced structural innovations in a highly complex logistics and transportation model. We implemented the Tarifa Açores, a revolutionary inter-island air mobility measure for residents. We are also improving the maritime cargo transportation model and, in 2026, will introduce 100% electric boats for passenger ferry service in the Atlantic Ocean. In infrastructure and public works, we are coordinating the construction of the new Porto das Lajes das Flores on the island of Flores, with an investment exceeding €200 million. We are also responsible for executing €90 million across 10 logistics circuits.

Our renewable energy penetration rate is significant, and we are moving towards having nearly self-sufficient islands. Investments in geothermal, photovoltaic, and wind energy production are driving significant decarbonization of our economy. We have also launched programs to encourage the adoption of renewable energies for self-consumption through our SOLENERGE program, as well as an electric mobility plan promoting the purchase of electric vehicles.

What strides have been made in adopting fundamental sustainable practices in tourism, in mobility and in new infrastructure development?

In 2019 we were certified as a “Sustainable Tourism Destination” by EarthCheck, according to the requirements of the Global Sustainable Tourism Council. We’ve made strides with various measures, placing us at Silver Level IV, aiming to reach Gold Level by the end of 2024. To manage our tourism sustainability efforts, we created the Destination Management Organization (DMO Azores). One pioneering project we implemented is the Azores Sustainability Charter which helps entities pursue the 2030 SDGs.

In infrastructure, we promote circular economy principles through various projects aimed at different objectives. Our investments focus on adapting to and increasing resilience against climate change effects. We will invest €25 million to acquire two electric ships for passenger transport between the islands of Pico, Faial, and São Jorge. Azores Airlines has already conducted flights using Sustainable Aviation Fuel (SAF).

What strategies are you leading to ensure the Azores’ tourism industry is an agent for sustainability and to guard against overtourism?

Our stance, outlined in the Strategic Marketing for Azores Tourism Plan (PEMTA 2030), is that residents should be at the heart of our tourism development strategy. This principle is crucial for determining our capacity to welcome tourists and ensure the sustainability of our economy, social system, and environment. The Azores’ unique characteristic of being fragmented into 9 islands presents an advantage, allowing us to disperse tourist flows across different areas and create diverse experiences. We offer 9 destinations in one trip.

We aim to make tourism a benchmark for sustainability across other economic sectors. It sets the example, showcasing the benefits of sustainable development. This effort involves the entire society across all islands. For instance, we have established Green Teams on each island, comprising representatives from the local population. Finally, our strategic directive focuses on enhancing our product quality, training our human resources, and continuously improving destination management.

The Azores has a privileged location in the Atlantic, making the destination very accessible to US travelers as well. How do you plan to make the Azores a top European destination for eco and adventure tourism?

The Azores have been recognized as Europe’s Best Adventure Destination and, in 2023, the World’s Best Adventure Destination by the World Travel Awards.

We have fabulous seas and waves, trails, lagoons, and volcanoes, including the highest mountain in Portugal. This enables top-tier experiences in hiking, canyoning, whale watching, mountain biking, sea kayaking, birdwatching, scuba diving, snorkeling, coasteering, and many other activities. These are complemented by more exotic offerings such as our volcanic hot springs, rich history, and diverse cuisine based on fresh local products. The best part is that the Azores are very accessible, with direct flights from the USA and Europe.

What is your vision to tap the full potential of the US market, by increasing connectivity but also developing a stronger pull factor?

The US market is extremely important for Azorean tourism. Currently, it is the largest foreign source market for the Azores, underscoring the importance of creating favorable conditions to attract and retain American tourists. SATA International – Azores Airlines currently flies directly to Boston, New York (JFK), and Oakland, while United Airlines offers direct flights from Newark to Ponta Delgada. This growing connectivity creates more opportunities for Americans to visit and explore the Azores.

Many factors attract and motivate American travelers: the Azores are a very safe, tranquil region with a high quality of life for visitors. As the westernmost point of Europe, we are a paradise for adventure and relaxation, offering the perfect escape from the routine and pressure of big cities.

What are your top three recommendations for someone who is visiting the Azores for the first time?

In the Azores, time has a different value and ambiance. It’s important to enjoy life and the immense diversity the Azores offer. It’s incredible how, in such a small area, there are so many differences and so much to discover. Experiencing the cultural, social, and natural similarities and differences between the islands is extremely enriching.

Prepare for adventure. No two days are the same in the Azores. There are always things to do and places to discover. The true essence and beauty of the Azores are found where you least expect it.