The archipelago is named Europe’s Leading Regional Adventure Tourism Destination, while SATA Air Açores and Azores Airlines retain major aviation titles at the 2026 World Travel Awards in Montenegro.
The Azores secured three major distinctions at the 2026 European World Travel Awards, held October 17 in Kotor, Montenegro, with the archipelago winning Europe’s Leading Regional Adventure Tourism Destination and both SATA Group airlines retaining their respective European titles for the third consecutive year. SATA Air Açores was named Europe’s Leading Regional Airline, while Azores Airlines received the award for Europe’s Leading Airline to North America, prevailing in a category that included major international carriers such as Air France, British Airways, KLM, Lufthansa, and Virgin Atlantic. The results represent another significant moment of international recognition for the Azores, particularly in the areas of nature-based tourism and aviation.
The ceremony, held at the Hyatt Regency Kotor Bay Resort, brought together representatives of the international travel and tourism industry. The Azores competed for the regional adventure tourism distinction against Madeira and Huesca La Magia, in Spain’s Aragón region. The award highlights the archipelago’s appeal as a destination associated with outdoor activities, volcanic landscapes, ocean experiences, and a natural environment that has become central to its international tourism identity.
The recognition continues a history of success for the Azores at the World Travel Awards. The islands previously won Europe’s Leading Adventure Tourism Destination in 2020, 2021, 2022, and 2024. The 2026 distinction, however, belongs to the separate category of regional adventure tourism destinations, while Spain received this year’s award in the general European adventure tourism category.
The achievements of the two SATA Group airlines were equally significant. SATA Air Açores, responsible for essential interisland air connections, retained its title as Europe’s Leading Regional Airline, competing against Aegean Airlines, Atlantic Airways, Binter Canarias, Pegasus Airlines, and Vueling Airlines. Azores Airlines also secured its third consecutive award as Europe’s Leading Airline to North America. The company was additionally nominated for Europe’s Leading Airline Brand, an award won by Turkish Airlines.
For an archipelago whose economic, social, and cultural life depends so profoundly upon air transportation, these aviation distinctions carry particular symbolic importance. Interisland flights connect communities separated by the Atlantic, while international routes sustain tourism, commerce, family relationships, and the enduring connections between the Azores and their diaspora. The awards recognize the airlines’ standing in an international industry vote, although they should not be confused with independent assessments of operational performance, financial stability, or passenger satisfaction.
Madeira also enjoyed another successful year, winning Europe’s Leading Island Destination for the twelfth time since 2013. The Azores were among the nominees in that category, alongside several other European island destinations. The results therefore highlighted different strengths of Portugal’s two Atlantic archipelagos: Madeira retained its recognition as a leading island destination, while the Azores received the award specifically dedicated to regional adventure tourism.
Portugal’s broader tourism industry also received numerous distinctions. The country was named Europe’s Leading Destination, while Turismo de Portugal won Europe’s Leading Tourist Board. Lisbon received awards for city tourism and cruise tourism, the Algarve was recognized as Europe’s Leading Beach Destination, Porto won Europe’s Leading Cultural City Destination, and Dark Sky Alqueva received the award for Europe’s Leading Tourist Attraction.
Established in 1993, the World Travel Awards recognize destinations, airlines, hotels, and other sectors of the global tourism industry. Winners are selected through electronic voting involving tourism professionals and the general public, with verified industry votes carrying twice the weight of public votes. The distinctions therefore reflect the results of an international voting process rather than a purely statistical evaluation of tourism quality.
For the Azores, the three awards offer an opportunity to reflect on the relationship between international recognition and sustainable development. Tourism has become an important part of the regional economy, but its long-term success depends upon protecting the natural landscapes, cultural heritage, and community life that make the islands distinctive. Recognition can increase visibility, yet preserving the character of the archipelago remains essential to ensuring that tourism contributes meaningfully to the well-being of its residents.
The aviation awards also carry special resonance for Azoreans living abroad. For generations of emigrants and their descendants, the airlines connecting the islands to North America have represented more than transportation. They have been bridges of belonging, making possible family reunions, cultural exchanges, and the rediscovery of ancestral places.
The three distinctions place the Azores once again in the international tourism spotlight. Beyond the trophies, however, lies a larger responsibility: to transform recognition into sustainable opportunities while preserving the extraordinary natural and human heritage of the nine islands.
The world may discover the Azores through their landscapes and adventures, but their enduring distinction lies in something deeper: the ability of these Atlantic islands to remain themselves while welcoming the world.
Based on the report concerning the European World Travel Awards 2026, held October 17 in Kotor, Montenegro, and the distinctions awarded to the Azores, SATA Air Açores, and Azores Airlines published in Diário dos Açores, Paulo Viveiros – director. The Picture is also from DA.