On 31 July, the Government Council set a limit of approximately €3 million for financial contributions to be allocated in 2026 under program contracts aimed at supporting initiatives of interest for tourism development in the Azores.

Visit Azores promotes the Azores as a tourism destination through program contracts established with the Regional Government.

On 28 September, the Government of the Azores announced the launch of a new winter promotional campaign aimed at the domestic market, part of a strategy to combat seasonality and boost tourist flows across all the islands.

The Regional Secretary for Tourism, Mobility, and Infrastructure, Berta Cabral, unveiled the measure on Graciosa Island during World Tourism Day celebrations, which focused on the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

To address lower demand during the winter months, Visit Azores “will significantly step up promotional activity,” with a particular focus on the domestic market and the off-peak season.

“The goal is clear: to increase the destination’s visibility, generate tourist flows across all the islands, reduce seasonality, and create more opportunities for the sector throughout the year,” Berta Cabral emphasised at the time.

The Regional Government said it plans more than thirty in-person promotional activities through the end of 2026, involving journalists, tour operators, and content creators from both domestic and international markets. On 1 September, the Ponta Delgada Chamber of Commerce and Industry (CCIPD) proposed that Visit Azores receive at least 15 million euros annually, advocating a multi-year tourism strategy with “stable and predictable” funding for the Azores
destination.

The Business Association of the Islands of São Miguel and Santa Maria outlined its position in the input submitted by the CCIPD to prepare the 2027 Activity Plan and Budget of Visit Azores, the association responsible for promoting tourism in the Azores.

For the association, the coming year should mark the start of a multi-year tourism strategy that is “financially stable and predictable,” targeted at source markets with growth potential, and
aligned with “an active policy” to improve air access, boost the destination’s competitiveness, and ensure the sustainability of companies and jobs within the sector.

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