Pronouncing Azores properly, which is to say, in Portuguese, is an undeniable challenge for the English-speaking human mouth – so, in this case we’ll go with the Canadian version – ‘Eh-zores.’ Fortunately, almost everything else about the amazing archipelago – nine volcanic islands peaking out of the mid-Atlantic ocean 1500 kms (and a two-hour flight) due west of Lisbon – was much easier to grasp for 150 travel advisors from this country attending last week’s first annual ACTA International Destination Conference.

To be sure, the lush island chain exceeded almost all expectations for participants, most of whom were first-time visitors.

ACTA membership coordinator Lesley Berry noted that such was the enthusiasm for the destination and event that the association received more than 400 applications to attend and sold out quickly.

“We are thrilled to be in this unique inspired location – one that aligns so well with ACTA’s commitment for high quality experiential opportunities,” added ACTA director Marco Pozzobon at the conference’s opening.

He explained, “ACTA’s education pillar is essential to our mission and this conference is designed to immerse you in a destination that is as enriching as it is beautiful. Our goal is not only to expand knowledge but to resonate long after you return home… and to provide new opportunities for your clients.”

Sponsors of the conference/FAM included Visit Azores, Visit Portugal, and SATA-Azores Airlines, the latter providing transport from Toronto (it also flies from Montreal) to Ponta Delgada, the Azores’ main city on the primary island São Miguel.

(Among Canadian partners in attendance were Air Canada, Globus family brands, Collette, exoticca, and Manulife).

Two mornings of conference sessions, along with a trade show featuring 30 local suppliers laid the foundation for the week. Agents also received a requisite ACTA update from Pozzobon and a compelling social media master class from keynote speaker Andrew Jenkins, CEO of Voltaire.

But mostly it was all about the Azores, and by extension, Portugal, with presentations on the destination, including Visit Portugal’s Canadian director, Ines Almeida Garrett, who revealed of the special destination, “Here is where I find peace in the nature, where I find harmony, and where I find my tranquility… (The Azores) is the largest wellness centre in the world.”

Indeed, during the FAM portion of the event, participants basked in the lush landscape of São Miguel; toured the spectacular Sete Cidades lake, dubbed one of Portugal’s 7 natural wonders; ascended the dominating, if fog-covered, Fogo volcano; and lightly hiked through the Furnas Valley, home to the island’s renowned hot springs, before touring and tasting at Europe’s oldest tea plantation.

Also on the agenda was the natural world at sea – on a whale watching excursion that provided sightings of numerous sperm whales and countless playful dolphins.

Meanwhile, home base Ponta Delgada – a stop-off port for transatlantic cruisers (the Celebrity Silhouette was in town when we were) – also boasted spectacular gardens/parks beyond its narrow, cobblestone streets and colourful architecture. (Recommended hotels: Octant and Marina Atlantico).

Authentic local food was never far from reach, including the islands’ renowned cheeses.

After São Miguel, the group transferred to Terceira, third largest of the Azores islands and arguably more spectacular than São Miguel.

Agents unpacked in quaint Angra de Heroismo (recommended: Hotel Teatro), one of the Azores’ two World Heritage sites, before heading off to discover island caves, the dramatic volcanic coastline, and a scenic vantage that overlooks miles of patchwork fields (over 5,000), loosely contained by ancient stone walls.

“(The Azores) is like Ireland meets Iceland meets Hawaii,” marvelled Deborah Chapman of Envoyage. “It’s very magical and no one knows it’s here!”

Delight in discovering a new destination was the key sentiment of the excursion. Most of the participants had never been to the Azores and many never to Portugal at all.

Agents uniformly gave ACTA an A for its efforts and its choice of the Azores for the conference.

“It’s an exciting, emerging destination,” said Barrie Lynch of Travel Best Bets in Coquitlam, BC. “It’s great experiencing the history, culture, natural environment, and temperate climate. It’s got an authentic feel; it’s not too touristy.”

Roxy Rae of Envoyage in Vancouver agreed. “I think for ACTA, whoever picked the destination did a really good job,” she said, adding that the conference portion was “perfect” in length and content and that the price ($999) was entirely “reasonable” for flights from YYZ, accommodation, all meals, and activities like whale watching.

TTAND agent Laura Tempan of Edmonton believes the conference initiative is another example of the ascendancy of ACTA in recent years, which now includes both domestic and international events for members. And, of course, the association’s efforts and advocacy during the pandemic.

“They were really there to fight the fight for us, and protect our commissions,” she said.

As for the Azores, she added, “It’s really amazing that they gave us exposure to a destination like this.”

For Visit Portugal the feeling was mutual, with director Ameida Garrett telling Travel Industry Today, “I’m very proud that ACTA chose us (for their first international conference). It was intense, but very productive. The aim was to show the highlights, and we were really trying to accommodate everyone’s needs. In the end, for me it was awesome!”

Well-known travel industry figure Louise Gardiner, now with TTAND and a former ACTA treasurer, observed, “I think that doing these types of things (international events) are an excellent way to bring like-minded agents together to learn about destinations outside the tour operator portal (limited to what they are showcasing). It also shows that beyond the advocacy and promoting the industry, there’s value in ACTA.

“I think,” she mused, “that everyone should join!”

ACTA says dates and places for its cruise summit and international conference in 2025 will be announced soon.

(Ed. note: There’s more conference coverage to come in Travel Industry Today, including a photo essay of agent participants tomorrow – Thursday – plus a destination report on the amazing Azores).