Azores authorises €2.8m Visit Azores promotion contract

The Regional Secretariat for Tourism, Mobility and Infrastructure has authorised a €2.8 million programme contract with Visit Azores for a plan of actions to promote the Azores destination.

The allocation falls under a Regional Government Council resolution of 31 July that set a maximum global limit of €3.05 million in financial contributions to be granted in 2026. Two further programme contracts were authorised: €150,000 for the Azores Sustainable Tourism Observatory for studies and surveys, and €100,000 for INOVA to promote thermal tourism and improve the regional offer.

Separately, the Azores' draft 2027 Plan and Budget foresee €17.2 million for tourism promotion, €8.3 million more than in 2026. The draft Budget allocates about €17.2 million to promotion and sustainable development of the destination, compared with €8.9 million for tourism promotion and development in the 2026 Budget.

The documents say international promotion will be strengthened in strategic markets and higher value-added segments, seeking to increase year-round demand, average visitor stays and tourist spending. Planned activity includes sustainable promotion, tourist information, fairs, educational trips, promotional materials, incentives to external entities and events.

Tourism represents 17.2% of regional employment, according to the draft documents. The business-sector calls for greater promotion investment and a change in the route-attraction strategy come as overnight stays in the region have fallen for 11 consecutive months.

The 2027 Plan and Budget will be discussed and voted on in November at the Regional Legislative Assembly in Horta, on Faial island. Before submission to the assembly, the proposals will go to the Island Councils and the Economic and Social Council of the Azores for opinions.

This site previously reported that the Azores will launch a winter tourism campaign for the domestic market.

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