The Azores destination has been focusing its promotional strategy "on the sales of products whilst developing a strategy to promote active tourism, follow market trends and meet the expectations of potential clients. The investment in this new strategy brings great potential for regional businesspeople at the level of wealth generation and employment," said the Regional Secretary of the Economy in Lisbon on Thursday.

Vasco Cordeiro spoke at the presentation of the new promotional materials on Azores Tourism, developed by the Regional Secretariat for the Economy in conjunction with several partners in the sector, stressing the fact that these materials are "a way to improve the first contact that potential visitors have with this destination and contribute to the promotion of the Region under this new perspective."

"We sell tourism products and we should promote our assertion as tourist destination based on this concept"; for that reason the new promotional materials focus on regional products and not on the islands themselves."

According to Vasco Cordeiro, "this new perspective represents another step in a global strategy aimed to respond to the current needs of the tourism sector: increased projection of the Azores."

In fact, added the government official, "this should continue to be a committed investment as there are markets where this challenge is being overcome on a consolidated basis; there are other markets where we must continue to work to overcome this challenge, having in mind that this is a joint effort of both public and private entities."

The government official also highlighted the contribution provided by the two regional companies in charge of the creation of new promotional materials on the Azores destination: "all have provided a valid contribution to this new understanding and this new promotional material. We have two regional companies specifically targeted for this purpose that evidence their commitment to the development of our Region and the promotion of tourism in the Azores, whose work should be acknowledged."

The Regional Secretary for the Economy also left a "message of hope and determination." "We all are aware of the challenges; we are aware of the work of all public and private entities in promoting this new approach in the tourism sector, which involves the generation of wealth and the creation of experiences for the Azores destination. These joints efforts will contribute of to success of all," concluded the Regional Secretary.