Azores tourism: a development and marketing strategy

Abstract

Purpose

The purpose of this paper is to present and analyse the recently launched strategic and marketing tourism plan for the Azores and how this is being used to foster tourism development in the region.

Design/methodology/approach

The article is based on information drawn from official national and regional sources.

Findings

In recent years, the Azores Archipelago has been enjoying a wave of popularity that witnessed a boost with the change in the new air accessibilities policy, culminating with the arrival of the low-cost airlines to the region. The positive isolation that the Azores faced for many years, because of few and expensive air connections, presently allows the offering of an unspoiled region of nine islands to the world tourism markets. To maintain and further expand the benefits of tourism, a tourism strategy, deeply rooted in sustainable principles, was developed and is being implemented.

Originality/value

This paper presents the perspective of the Azorean government and the responses given to the challenges and opportunities derived from a new wave of tourists to the region as a result of changes in the new air accessibilities policy, culminating with the arrival of the low-cost airlines to the Archipelago.

Citation

Fraga, V. (2016), "Azores tourism: a development and marketing strategy", Worldwide Hospitality and Tourism Themes, Vol. 8 No. 6, pp. 705-710. https://doi.org/10.1108/WHATT-09-2016-0045