Some hotels offer a place to sleep. Others invite guests to discover a destination. Tucked within the UNESCO World Heritage city of Angra do Heroísmo, the Azores Book Hotel has chosen a different path, building its identity around literature, Azorean culture, and sustainability. Now, that vision has earned national recognition, with owner and director Lara Martinho being named an ambassador of Turismo de Portugal’s Tourism 360º Business Program, an initiative promoting responsible and sustainable tourism across the country.

For Martinho, however, the distinction is not simply an award—it is confirmation that a new generation of tourism in the Azores is possible, one that values environmental responsibility, cultural authenticity, and community engagement while remaining economically competitive.

“This recognition confirms that we are following the right path,” she says. “But we see it not as an arrival point, but as an encouragement to continue improving.”

The Tourism 360º program helps businesses integrate sustainability into every aspect of their operations, from environmental management and workplace practices to community engagement, resource efficiency, and transparent governance. For Martinho, this holistic approach is particularly relevant for island destinations, where limited resources and the realities of insularity make sustainability both an environmental responsibility and an economic necessity.

“In an island region,” she explains, “where energy, transportation, maintenance, and supply costs are naturally higher, using resources efficiently is also a matter of competitiveness.”

That philosophy has shaped nearly every aspect of the Azores Book Hotel.

Since joining the program, the hotel has formalized sustainability goals while expanding initiatives that were already embedded in its original concept. Today, the property monitors water and energy consumption, operates with 99 solar panels, reduces disposable materials, strengthens recycling practices, and prioritizes energy-efficient equipment throughout its facilities.

Equally important is its commitment to supporting the regional economy. Whenever possible, the hotel purchases products from local suppliers and producers, ensuring that a greater share of tourism revenue remains within the Azores.

Yet perhaps what most distinguishes the hotel is its conviction that culture itself can be a form of sustainability.

Housing a library of more than 5,000 books, with guestrooms inspired by writers and literary works, the Azores Book Hotel has become more than accommodation—it has become a cultural destination. School groups regularly visit the property to encourage young people to engage with books and literature, while partnerships with local organizations extend its role beyond tourism. Among them is a collaboration with the Casa de Saúde de São Rafael, whose handcrafted products are sold at the hotel, with all proceeds returning directly to the institution.

For Martinho, sustainable tourism is inseparable from the communities that make a destination unique.

“The tourists of today increasingly pay attention to the impact of their choices,” she observes. “They value companies that demonstrate a genuine commitment to the places where they operate.”

Despite the positive momentum, she acknowledges that tourism businesses across the Azores continue to face significant challenges.

Seasonality remains one of the industry’s greatest obstacles, concentrating visitor demand into only a few months of the year and making it difficult to maintain stable employment and year-round business activity. The higher operating costs associated with island life—from transportation and utilities to maintenance and logistics—further complicate long-term sustainability.

Recruiting and retaining qualified professionals is another pressing concern.

“The quality of tourism depends on people,” Martinho says. “It is essential to value tourism careers, create stable employment, and invest continuously in professional training.”

But if there is one issue she believes deserves immediate attention, it is air accessibility.

Currently, Terceira is served primarily by TAP Air Portugal, Azores Airlines (SATA), and seasonal operations by Edelweiss. While these connections are valuable, Martinho argues that they are insufficient to unlock the island’s full tourism potential.

“It is essential to attract new airlines and new direct routes, both domestic and international,” she says.

In particular, she believes the arrival of a low-cost carrier would be transformative.

“Introducing a low-cost airline would make travel between mainland Portugal and the Azores more competitive and affordable,” she explains. “Without diversified and competitive air access, it becomes much more difficult to increase the destination’s visibility, reduce seasonality, and encourage visitors to stay longer.”

Her position reflects a growing consensus within Terceira’s tourism sector, where many operators argue that improved connectivity is now the single most important factor limiting future growth.

Looking ahead, Martinho sees extraordinary opportunities for the Azores.

Nature tourism, cultural tourism, literary experiences, gastronomy, scientific tourism, wellness travel, and events all offer significant room for expansion, particularly when they allow visitors to engage more deeply with local history, traditions, and communities.

She believes Terceira is especially well positioned. Its UNESCO World Heritage city, dramatic volcanic landscapes, celebrated festivals, rich culinary traditions, and welcoming communities provide a foundation capable of supporting sustainable tourism throughout the year rather than only during the summer months.

“A coordinated strategy to attract new airlines and new routes would diversify demand and create a more balanced tourism economy,” she says.

With substantial public and private investment already transforming the island’s tourism infrastructure, Martinho argues that increasing visitor demand has become essential to ensuring those investments generate lasting economic returns. Extending the tourism season beyond the traditional summer peak, she believes, would strengthen businesses, create more stable employment, improve sustainability, and deliver greater long-term benefits to Terceira’s economy and its residents.

For Lara Martinho, the future of tourism in the Azores is not simply about welcoming more visitors. It is about welcoming them thoughtfully—through experiences rooted in culture, literature, sustainability, and authentic island life, while ensuring that the islands remain connected enough for the world to discover everything they have to offer.

Based on an interview published by Diário Insular, José Lourenço-director. Photo from DI.