Local communities at the heart of tourism development: the Azores tourism strategy 2030

Purpose - This paper aims to present the Azores tourism strategy and outline how local communities are centered at the heart of tourism development.Design/methodology/approach - This paper analyzes the development of tourism in the Azores Archipelago and how it contributes to value creation and retention, as well as job creation. It explores the role of local communities in the tourism experience, and the strategic options on the 2030 horizon.Findings - Tourism has become a main driver for economic growth and social prosperity in the Azores, with sustainability acting as a definitive driver of tourism development. However, to fully leverage the potential of tourism to impact local communities and the regional economy, it is of the utmost importance to stimulate the dispersal of inbound tourism across the nine islands. This will help to spread out value and job creation, help in reducing pressure on fragile resources and at the same time, mitigate seasonality and provide more stable income throughout the year.Originality/value - A new approach to tourism development is proposed, where the success of tourism is to be measured by the quality of the tourist experience and the benefits that tourism adds to the Azores, assigning the local community with a central role in decision-making processes related to tourism. To reinforce the focus on the sustainable development of the territory, anchored on its certification as a sustainable tourist destination, the first archipelago in the world with this distinction, a strong focus on Nature (Land and Sea), is adopted as the main priority. Communication with the end consumer is strongly proposed as a way of stimulating the desire to travel, supported by the positioning proposed in the new tourism strategy (PEMTA, 2030) - Azores: Nine islands, the experience of a lifetime.