Azores Trails Fest 2025 - How was the 3rd Edition on Terceira Island

After two years, we're returning to the Azores as part of the Azores Trails Fest – an annual hiking festival. The last time we participated was in 2023, on the island of Graciosa.

However, this time the invitation to the Azores Trails Fest didn't come alone.

It came along with another invitation — to participate in the 13th Congress of the APECATE – Portuguese Association of Companies for Conferences, Tourist Promotion, and Events.

The theme would be "Innovating the Future: The Challenge of Events and Tourist Promotion", and the panel we were invited to participate in was – HIKING FESTIVALS: Drivers of Sustainable Development in Rural Areas.

We could hardly believe it — such a tremendous opportunity to hear experiences and perspectives from people who have been in this field many more years than us. And even more importantly, to contribute our own insights as tourism operators working in natural environments and participants in hiking and rural festivals.

So, from April 3rd to 6th, we were heading back to the Azores.

Are you ready to find out how it went?

So, let's go!

Day 1 – Opening of the APECATE Congress

This time, the chosen destination was the ever-colorful Terceira Island. After all, this was the third edition of the Azores Trails Fest. We landed in Lajes, where Paulo Ourique was once again waiting for the group. This time, his eyes were shining even brighter, as he was “playing at home.” In other words, he would have the opportunity to talk about his beloved Terceira Island to all the participants.

We headed straight to a local restaurant, and after lunch, it was time to begin the Congress.

However, we were late because we had to go back to the hotel to get the power bank, and missed the opening of the Congress.

However, we still arrived in time to hear a few words from the Secretary of State for Tourism, Dr. Pedro Machado. Next, the APECATE Awards were presented, followed by “Two Minutes of Chat with…” — Dr. António Vidal, President of APECATE, and Rui Cardoso, journalist at "Expresso" and commentator on SIC Notícias.

From this first part of speeches, it was interesting to finally see recognition given to aspects that are often overlooked in other congresses — the importance of tourism animation agencies and tourism operators.

In other words, in many of the congresses we attend, discussions about Portugal's tourism landscape often focus only on hotels and restaurants — a narrow view that frustrated us to the point of stopping our participation.

However, here began to take shape a way of thinking that had long been on our minds — and thankfully, it turned out we weren't the only ones thinking this way, which was a relief for our peace of mind.

But first, we have to tell you about Vitor Silva — the former President of the Regional Tourism Promotion Agency of Alentejo and one of the winners of the APECATE Awards. He confessed that when he first heard about Tourist Animation (AT) in Alentejo, he was confused — "people come to the Alentejo to rest, not to kayak, hike, or do extreme activities." His comment immediately drew laughter from the audience, since in reality, the Alentejo is synonymous with relaxation.

However, he soon realized that tourist animation is essential if we want people to stay in these places longer. And even more importantly, he emphasized that "it's crucial for all tourism stakeholders — animation agencies, accommodations, and restaurants — to be partners."

Later, during the “Two Minutes of Chat with Rui Cardoso”, he mentioned, among other things, something we've also observed a lot here in Guimarães.

He was talking about the hordes of tourists who are unloaded from cruise ships, packed onto buses, taken for a quick tour of the city, and then sent back to the ship for lunch or dinner.

Here in Guimarães, despite being inland, we also suffer from this type of tourism. In other words, we see tourists arriving at the castle at 9 a.m., being dropped off for two or three hours, then returning to the bus to head to Braga. The same thing certainly happens in Braga, and in many other places too.

In other words, cities end up dealing with traffic congestion from buses, sudden crowds at tourist sites, and — economically — gain absolutely nothing. Zero. Zilch. This isn't sustainable for the country's economy. They don't sleep, eat, or shop, because they simply don't have time, and everything is already included on the ship.

But the question that Rui simply had to ask — the one that refused to stay silent — was: "How do we attract tourists to other regions without turning them into another Porto or Lisbon?"

Finally, we reached the first panel of the Congress, titled CHALLENGE IN FOCUS: The Voice of Associations and the Future of Tourism in Portugal.

Here, the participants were the presidents of several tourism-related associations, such as AHRESP, ADHP, AHP, ALEP, and APEFE

To keep things concise, we’ll just highlight a few key quotes from this session that stood out to us — insights that might inspire you, especially if you run a tourism-related business, to think about new strategies.

Bernardo Trindade , President of AHP, rightly pointed out (regarding the housing crisis) that "the responsibility for housing lies with the government, not with businesses. " In other words, people who invested their savings in a local accommodation business and make a living from it shouldn't be held responsible for the lack of housing for citizens.

Meanwhile, Álvaro Covões , President of APEFE, also noted that "Portugal may be far from Europe, but it's also far from the same problems and insecurity found there — and even closer to the Americas. " He stressed that this is where our focus should be, rather than seeing ourselves as merely "trailing behind Europe."

Finally, Eduardo Miranda , President of ALEPE, stated that he "doesn't understand why local accommodations outside major urban centers don't have partnerships with tourism animation agencies. We're talking about accommodations that usually have bookings well in advance. In other words, they have the time to offer a wide range of activities and, as a result, increase their stay. The tourist only knows about their flight and accommodation. This gives us the opportunity to encourage them to return for a second or third visit. "

After concluding this panel, it was time to kick off the Azores Trails Fest with a city tour in Angra do Heroísmo , led by Mário and Marisa , both tourism office staff. We visited the city’s most iconic landmarks and viewpoints before heading to the hotel for dinner.

Day 2 – APECATE Congress

The previous night would end with a after-party at a bar in Angra, but we were afraid it might last until the early hours (those who have read the article about the 2023 edition know what we're referring to). And even though there was no summit hike the next morning, we were scheduled to be speakers, so we needed to be well-rested from the trip.

So the day started early once again, with more hours of insights on tourism, sustainability, and certification .

The first panel of the day was titled – SUSTAINABILITY: Simplifying Certification – The path for companies in Conferences, Events, and Tourism Animation .

From this panel, the most important takeaway was that certification is not a "beast with seven heads," nor is it costly — it's simply the future. There are already foreign operators who do not purchase packages from Portuguese agencies if they are not certified. There are certifications of all kinds and they can be as affordable as 200 euros .

This made us think that possibly, and in the near future, we will also invest in certification.

Finally, Tiago also spoke a bit about his company and his approach to contributing to sustainability. He mentioned that his agency has completely eliminated plastics, including bottled water. He also talked about his KM0 initiative , which aims to minimize the carbon footprint generated by flights by exploring the destination by bike. Being sustainable isn't always the most economical choice for the end customer, but it's the path we must take.

Next, there was the presentation of "Visit Leiria," which stood out at BTL with the hashtag #LEIRIANAOEXISTE, and where the APECATE Congress in 2026 will take place. The coffee break would also follow the theme, featuring regional delicacies from the Leiria area.

We then quickly moved on to the second panel of the day, themed – TOWARD TOMORROW: Company Registration and Support Programs, the Transformative Power of Events.

In this panel, the main message was that cultural events such as music festivals, romarias (religious pilgrimages), and others can and should be marketed as tourism products , as they bring millions of tourists to these regions.

Lunch would be at the Congress Center in buffet format, as there was no time to lose before the last panel of the Congress – HIKING FESTIVALS: Drivers of Sustainable Development in Rural Territories.

We were already aware of the Alentejo Walking Fest , although we only learned about it last year and weren’t able to attend. But we didn’t know there was also a hiking festival in the Algarve. . This came as a complete surprise to us, as changing the perception that the Algarve is much more than just beaches is no easy task. However, according to Pedro and João, these are two festivals that have been very successful — and definitely worth continuing.

Then it was our turn, where we gave a short presentation about who we are and where we operate. We even drew a few smiles from the President of Turismo do Porto e Norte, Luis Pedro Martins , when he saw the North of Portugal so well represented in our tours.

Rosa Costa (Regional Director of Tourism for the Azores) was also deeply touched to hear that we, having already traveled through top nature destinations like Australia, New Zealand, and Iceland, say that there's nothing in the world that compares to the Azores.

Our intervention was more of a testimony about the real value that hiking festivals can have as a tourism product — not only for tourists and their communities, but also for us as operators.

The hiking festivals we've participated in (in Peneda-Gerês, Serra da Estrela, and the Azores) are excellent examples of how these events bring people to the locations, involving the community through local guides, local street markets, ethnographic performances, and much more. The new luxury is not luxury. It's authenticity, it's community, it's simplicity.

It was then time to bring the 13th APECATE Congress to a close, with thanks expressed by Dr. António Marques Vidal (President of APECATE); Dra. Paula Sousa (Councillor of Praia da Vitória City Council); and Dra. Berta Cabral (Regional Secretary for Tourism, Mobility, and Infrastructure).

However, the day didn't end here, as we still had the hike and dinner of the Azores Trail Fest.

Thus, with the hike taking place at dusk, what better place than the Monte Brasil?

A hike shortened due to the limited time we had, since the Monte Brasil is the barracks of the First Regiment of the Army and therefore has specific visiting hours. However, nothing was left unseen… or undone.

Upon arriving at Monte Brasil, our "cicerone" — played by a local theater group — was already waiting for us.

We soon discovered that this hike would include a story unfolding along the way. And indeed, it did.

Throughout the hike, characters appeared and told a somewhat fantastical and humorous story, which brought many smiles on a magnificent yet very chilly evening.

Strategic stops allowed the group of hikers to enjoy unique views over Angra do Heroísmo and the famous Ilhéu das Cabras. A moderate trail, but with stunning views. Definitely a must-do when you visit Terceira.

Dinner would take place at the Forte de São Sebastião. What better place to end a day of talks and the second day of the Azores Trails Fest.

Day 3 – Azores Trails Fest – Between Nature Trails, Culture, and Literature

This day promised to be a true hiking day. However, storm Nuria was already showing no mercy, and the program had to be adjusted for everyone's safety.

Thus, the initially announced trail – PRC06 TER Rocha do Chambre – was replaced by the most famous trail on Terceira Island (and a favorite among many members of the Support Team) – PRC01 TER – Mistérios Negros.

On this day, more members who we had met during the Azores Trails Fest 2023 joined us, including Gabriela and José (amateur photographers from AFAA – Azores) and our Urban Sketcher, Alexandra , as well as a few more members from the Support Team.

Before starting the Mistérios Negros trail , we attended the inauguration of the latest trail on Terceira Island – PRC12 TER – Rota da Água, once again in the presence of Berta Cabral .

A route of about 4.1 km that climbs to the top of Serra do Morião , following levadas and watermills. Although it wasn't on the program, we were left wanting to hike it on a future visit.

We then headed to the Mistérios Negros trail, where Dr. Salomé was already waiting for us — one of the coordinators of the Azores Geopark, who greatly enriched the hike with her deep geological knowledge of the region.

In the group, alongside other congress guests and the general public, was also Paulo Garcia (Azores DMO) and Rosa Costa, who joined all the festival’s hikes.

Five minutes of hail, forcing us to rethink our progress on the trail — but soon after, the group pressed on toward a landscape that would prove to be… UNBELIEVABLE.

We steped into a forest so dense that the rain stopped almost immediately.

Fifty shades of green contrasted with the basaltic black and the blue jackets of the participants — images we won’t forget anytime soon.

A contemplative trail, best done slowly, as it's impossible not to stop often and admire the surroundings.

It's considered a difficult trail only because of a more technical section where we had to "climb" over some sharp rocks. However, we quickly understood why it is one of the most iconic trails in the Azores.

We finished the trail with a bright sun, which came just in time to warm us up and dry us off a bit.

The next stop would be the idyllic Lagoa das Patas — a magical leisure park!!

Waiting for us was a food truck from Tasca do Valter, serving bifanas, hamburgers, the delicious local pastry Dona Amélias, and coffee

We grabbed a hamburger, a bifana, and a mini Dona Amélia, and sat down in the sun with other participants. What an amazing spot to have a picnic and chat with everyone.

Despite the presence of notable figures, the atmosphere was super relaxed, just like it always is at this kind of festival. We overheard a comment from journalist Rui Cardoso on the phone that went something like: “Hey man, these hiking people are all cool and friendly… we're all the same…”

From our part, we would have stayed much longer at Lagoa das Patas, such was the beauty of that setting — but duty called, and the next adventure was waiting.

The next destination was Agualva, where something extraordinary — much like what had happened a few times on Graciosa — was waiting for us.

We then arrived at Agualva, where we did a trail that is about to be officially approved and integrated into the regional network of official trails.

A simple and short trail where you pass several waterfalls where you can take a dip. The weather wasn't at all inviting, so we only did the hike, which turned out to be quite pleasant.

At the end, at the Mill where the hike begins, the President of the Agualva Parish Council, Hélio Rocha, and his secretary, Paulo Ázera, were waiting for us.

He gave a short introduction about Agualva and then invited us inside the moinho (which was still in operation), where we met his mother, Noémia, who, along with her friends, had baked dozens of breads in a wood-fired oven to offer us.

We, who love simple things — and thankfully find happiness in little pleasures — found this to be an incredible experience.

Inside the small mill, and in just under an hour (the time it took us to complete the trail), a banquet was prepared with freshly baked bread and biscuits, butter, cheese, ham, tea, and coffee for about 50 people. Needless to say, even though we weren’t hungry at all… it was impossible to resist fresh-out-of-the-oven bread with Milhafre butter. We stayed a while longer, listening to stories from D. Noémia and handing out bread to the "souls."

The day was already getting long, but we are not even at half of it

The next destination was then Biscoitos, the famous village known for its vineyards and natural swimming pools.

Here, we did a short walk through the vineyards, and at the end, we also visited the Casa das Carnes, where they were preparing some Sopas do Espírito Santo (traditional Portuguese soup), before heading to the Confraria do Vinho Verdelho dos Biscoitos, located at the Parish Council of Biscoitos.

There, we were already being waited on by Mr. Leandro Rosado and Mr. Paulo Ferreira, two members of the brotherhood who explained to us the origin of Verdelho wine and its various grape varieties.

What came next? Of course, a tasting of 3 local wines, lots of gifts, and plenty of conversation.

Food and drink never stopped throughout the day, and we were already feeling a bit drowsy from all the feasting. But the festival would continue… Now in the city of Praia da Vitória.

The last hike of the day would wrap up today’s theme — Nature, Culture, and Literature. So, you can already guess what the final hike of the day was.

A Literary City Tour about Vitorino Nemésio, a renowned writer from Terceira Island.

Led by João, we discovered iconic places in the City of Praia da Vitória, intimately connected to the life and work of Vitorino Nemésio. The dynamic created by João was engaging — at each location, he read a verse from one of Vitorino’s books that was related to that specific place. We also had the opportunity to visit the Vitorino Nemésio House-Museum.

We ended the city tour at the Academia de Juventude e das Artes, where a light dinner featuring some of the island’s delicacies was waiting for us. We were also joined by the Councilor of the Praia da Vitória City Council, Dr. Paula Sousa.

At the end, on our way back to Angra, Paulo Ourique still invited us for a drink at the Texano, to say a big goodbye to this edition of the Azores Trails Fest.

But the truth is, Paulo has an endless source of energy that leaves us envious — and we simply couldn’t keep up with his request.

It was also here that we received the news that the hike scheduled for the following day would be canceled due to worsening weather conditions, and would instead be replaced with a visit to the Museu de Angra accompanied by a classical music concert taking place that day.

As our flight was at 1:00 PM, this was indeed our last day at the third edition of the Azores Trails Fest and our first participation in the APECATE Congress.

Despite having taken place in a different format and at a frantic pace, it was wonderful to return to the Azores and reunite with people who have become "island friends."

We hope to participate many more times, as we are eternal lovers of the Foggy Islands — the Azores.

A big thank you to Paulo Garcia and . António Vidal for the invitation, and to Paulo Ourique, who, as always, is unbeatable.

A special thanks to José, Gabriela, and Francisco for the amazing photos, to Alexandra for the sketches (even though there were few due to the rain), to Rodrigo, Telmo, and Mário from the Support Team, to Mário and Marisa from the Tourism Office, to Dr. Salomé from the Azores Geopark, and of course to our service driver, Carlos Souzato.

Not forgetting all the speakers mentioned earlier and the local people who always welcomed us so warmly!

See you next year Azores Trails Fest!