A few weeks ago, I couldn’t contain my excitement as I stepped into the Azores Archipelago for the very first time. I was in the middle of the Atlantic to speak at a conference on Sustainable Tourism ‘Encontro Regional de Turismo dos Açores’ organized by the Governo dos Açores and Azores DMO, with regional trade partners. We landed on Santa Maria, also called the ‘Sunshine Island’, and for good reason. As our plane was preparing for landing I could already feel the power of the wind and see nature all around.
Conference Insights
As I carefully listened in Portuguese, I learned that the Azores are the World's first certified archipelago designated as a sustainable tourist destination by Earthcheck. What does this mean technically?
From pure indicators:
- 92% of Azores territory is classified as a Green Area and 39% is a Protected Habitat
- Capitalizing on their local renewable energy resources, the Azores currently generate about 40% of their electricity from renewables, 60% of which come from geothermal energy (the remainder is provided mainly through wind and hydroelectric power).
One challenge when visiting the Azores is the need to fly to connect to most islands within the archipelago, but the good news is that on October 24th, SATA Airlines saw its first-ever flight using sustainable aviation fuel (SAF).
As amazing as this sounds, there is more to sustainability than just the environmental aspect and every company that works in the region needs to give back to the community.
At the conference, the audience was filled with about 160 Azorean tourism professionals, including guesthouse owners, local operators, car rental representatives, restaurants, travel agencies, and activity providers. The entire travel ecosystem was engaged, and we were also able to meet with Santa Maria’s community members, including local farmers and artisans, which was such a highlight!
Adventure Travel / ATTA Community
On the panel, I was able to share about the meaning of Adventure Travel and its positive impact on the community through a deeper connection to the destination, higher local investment and engagement, and the power of collaboration and community. We also discussed Seasonality (attracting visitors outside the high season), Diversity (exploring sites off the beaten path), and Slow Travel (spending more time exploring each location) and talked about certification.
We also co-hosted an AdventureConnect event with Governo dos Açores, thanks to Rosa Costa, Regional Tourism Director, and we were thrilled to have some key ATTA members to share their experiences, including members from Picos de Aventura, Rota Vicentina and Futurismo Azores Adventures, with our ambassador Carlos Picanço.
“ It is really important to be connected and to feel that you are not alone but that there is a big movement, where everyone has the same challenges and you are together, supporting each other, and sharing the same vision, this is priceless!” Marta Cabral - Rota Vicentina
Local Agrotourism & the Volcanic Wine of Santa Maria
Santa Maria is the oldest volcanic island of the archipelago, and like its neighbors, it is covered by black basalt stones. The walls were built from these stones on the island back in the 15th and 16th centuries, and became ruins and in need of a project to renovate and preserve them.
Here comes the wine…
Inspired by Pico, nicknamed “the island of wine”, the dry-stone walls made of black basalt stones were rebuilt in terrasses to protect the vines from the wind, salt, sun and cold temperature while the basalt kept the heat of the day overnight. The black basalt stones first had to be removed from the ground to render the soil fertile. The removed basalt stones were then used to build these protective dry-walls.
Santa Maria with its sunny climate had the perfect conditions for this approach. The grapes remain on the ground using the walls as a shelter, making for an unusual and completely organic environment while preserving the ancestral culture of local wine.
Supported by RURITAGE, the municipality of Vila do Porto together with partners aims to regenerate the landscape by valuing its vineyards and wine-making business, bringing together interests from the environment, agriculture, tourism, and cultural agencies. With a collaborative rehabilitation approach of the rural heritage landscape, the local community aims to turn things around and develop a sustainable tangible value through cultural, ecotourism and product sales.
This is a great example of how collaboration between local farmers, scientists, government and private tourism sector can make a really positive impact for all.