Berta Cabral calls for holiday packages as high prices challenge Azores tourism

Azores Regional Secretary for Tourism, Mobility and Infrastructure Berta Cabral has acknowledged that airfares, accommodation prices and car rental costs are contributing to the islands' image as an expensive destination. At the annual Casas Açorianas gathering, whose opening session took place on 23 October in Angra do Heroísmo, she advocated integrated holiday packages to stimulate demand, particularly during the low season.

The proposal involves coordination between airlines, accommodation providers, car rental companies and tour operators. According to Açoriano Oriental, Cabral assigned responsibility for negotiating these packages to Visit Azores and destination promotion to the Regional Government, stressing Portuguese visitors' sensitivity to the overall cost of a holiday.

The proposal comes amid declining demand. Figures from the Azores Regional Statistics Service, reported by Lusa, show 695,300 overnight stays in August 2026, down 2.6% year on year. Between January and August, the total reached 3.2 million, a decline of 3.1%. August figures are preliminary, while those for the preceding months remain provisional.

At the gathering, Casas Açorianas president Gilberto Vieira expressed concern about the sector's performance and called for greater investment in tourism promotion that translates into action. He highlighted weakening demand from mainland Portugal and the need to provide Visit Azores with resources to deliver its campaigns.

Cabral nevertheless argued that the decline could be reversed and maintained that guest numbers and overnight stays remained above 2024 levels. She called for a recovery based on quality, sustainability and the preservation of Azorean identity, stressing that tourism policy also aims to increase the income generated by visitors.

Revenue trends differ between accommodation segments: in August, hotel revenue rose 4.5% to €37 million, while rural tourism revenue fell 3.9% to €4.2 million. The report does not provide revenue figures for local accommodation establishments.

On air connectivity, the regional secretary identified the shortage of slots for additional services at Lisbon airport as an obstacle to expanding connections. Addressing Ryanair's departure, she rejected responsibility on the part of the Regional Government and emphasised the airline's freedom to make commercial decisions.

The airline offered a different explanation. In its statement of 20 November 2025 announcing the cancellation of Azores flights from 29 March 2026, Ryanair attributed the decision to airport costs, environmental charges and the Portuguese Government's actions.

Cabral also linked pressure on businesses to expanding accommodation supply. According to her remarks published by Açoriano Oriental, the local accommodation sector added 9,600 beds over the past four years, an increase she considers relevant to understanding the difficulties experienced by some operators.

She also cited €500 million in investment proposals submitted to Construir 2030, presenting them as evidence of business confidence in tourism. The projects mentioned had not yet been approved, and neither the number of developments nor their planned capacity was disclosed. Cabral advocated investment in high-quality properties, including five-star hotels and apartments.