Azores Archipelago – Certified as a Sustainable Tourism Destination
One Planet Journey’s Enrico Belcore talks to Carolina Mendonça from the Azores DMO to find out how this stunning archipelago became a sustainable tourism pioneer. What can we learn in relation to avoiding mass tourism and instead pursuing a more mindful approach with local communities at the centre? The Azores – A Sustainable Tourism Pioneer In 2019, the Azores became the first archipelago in the world to be certified as a sustainable tourist destination by EarthCheck. Following the efforts to comply with the strict certification requirements, in 2022, the Portuguese islands won the Best European Adventure Destination award at the World Travel Awards for the third consecutive year, demonstrating once again the success of an effective tourism campaign that places sustainability and conservation at its core. We don’t want to ever become a mass tourism destination; what we need is to promote more quality over quantity,’ – Sustainability Coordinator for Azores DMO (Destination Marketing Organisation) Carolina Mendonça During our conversation, Carolina explained and summarised the main concept that guides the tourism development campaign for the archipelago. It focuses on developing and protecting the region’s natural resources, proposing a 7 year plan for sustainable development. The intent is to attract a more mindful type of tourism, one centred on the outdoors, local culture, and regional products. A model that benefits the entire area and involves the Azoreans in the process. Açores – Rural e Popular At over 1400 km from Lisbon, the nine islands of the Azores are the most remote and often overlooked Portuguese territories. In the early days of tourism development in the region, nearby Madeira and the Canary Islands embraced the travel boom of the 1980s. The Azores struggled to establish themselves as a regional destination, instead opting for a more traditional economy, based on dairy farming and fishing. After some shy attempts from foreign investors in the late 80s, the Azores saw a sudden spike in popularity in 2015. The archipelago opened its air market, allowing for lower fares and multiple connections with both Europe and North America. This, paired with the recent growing interest in rural tourism and eco-stays, led the Azores to score a record 1.2 million guests in 2023. The achievement represented an increase of 14.8% from the previous year, and about 23.46% compared to 2019. By staying off the major tourist routes for over 30 years, the Azores found themselves in an ideal position: rural yet adorned with unique natural wonders, culturally authentic but still open to new development. Recently recognised for its sustainable destination achievements, the archipelago has gained international fame. Azores – Sustainable Tourism with Local Communities at the Centre For a large part of the population, this newfound attention has created job opportunities. Many young Azoreans choose to work in tourism over traditional sectors, like dairy farming and fishing. But as prices rise and foreign investors outcompete locals in the housing market, mixed opinions about the island’s tourism miracle start to surface, raising concerns about the true cost of tourism development. From an outsider’s perspective, it may look like a familiar process, something that has already happened in several touristic destinations worldwide. This often leads to a desensitised mass tourism, hostile towards anyone who fails to conform to the new economic model. Both the Azorean government and its citizens are well aware of the challenges that a sudden spike in popularity brings. ‘We believe that tourism is only good if it works for the locals’, Carolina Mendonça reassured us as she touched on the topic. ‘The Azoreans are the main protagonists of the sustainable development of the Azores.’ Projects like the sustainability charter are some of the initiatives put in place by the Azores DMO to ensure local businesses are involved in the green transition. The initiative aims to inform and give any Azorean company the necessary tools to adapt its business model to sustainable practices, all via free workshops, events, and networking forums. ‘The project started in 2017 with 45 companies, and now we have about 200 subscribed to the project,’ Carolina continues. Azores Tourism Assets The regional government is, in fact, attentive to the local communities. In 2023, the government restricted car access to Lagoa do Fogo, one of the most visited and unique sites in the Azores. The increasing number of cars driving up to the lake and parking along the main road had created tensions among the residents of the area. In order to alleviate pressure on the protected natural site, the government introduced a new shuttle service. It serves the route during the high season, offering free rides for all residents. With this mindset the Azores DMO identified the archipelago’s principal assets, and local cultural heritage is certainly among them. A tourism plan that works alongside, and for the locals, benefits both parties. It keeps the population engaged with new economic models while also protecting and enriching the islands’ assets. The same is true for the unique natural features of the archipelago, which are pivotal to the region’s tourism model. Azores DMO’s plan works with such resources, creating activities and offers able to improve and elevate the island’s treasures. Sustainable Tourism Management in the Azores Developing tourism always comes with its challenges, as Carolina Mendonça recognises. ‘The challenge that we face now is that tourists are concentrating too much in certain areas. One of the main goals of our strategy is to better distribute the tourism flows. We want to spread visitors all over the archipelago and improve accessibility. Don’t just come to São Miguel. You need to see all 9 islands to really know the Azores.’ Azores DMO is currently working on monitoring systems that make possible a precise count of travellers present in certain protected areas. This will help to set a carrying capacity limit and prevent overcrowding in the major tourist spots. The Azores are on a path to finding the perfect balance between rurality and tourism, between traditions and economic development. The efforts of both the regional government and Azores …
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