Tourism activities and companies in a sustainable adventure tourism destination: the Azores

The Azores is one of the most sustainable nature-based island destinations in the world. Local tourism activities companies are vital for adventure experiences. Using several editions of the official Tourism Activities Guide, their portfolios were analysed. The analysis focuses on the companies’ products and type of activities, geographic coverage, and brands. The general profile indicates that they operate on only one island, have a small portfolio, and are prone to specialise in sea or land activities. “Snorkelling” and “motorboat rides” are the most commonly available sea activities, while “nature hikes and walks,” “van tours,” and “cultural tours” are the most widespread land activities. Explicit or indirect references to the Azores and adventure often appear in the companies’ brands, in line with international trends in the adventure tourism. Nevertheless, company profiles are changing due to the impact caused by a new air transport model.