Sata Azores Airlines has joined the Association of Touring and Adventure Suppliers (Atas) to raise its profile among travel agents ahead of the launch of Gatwick flights.
Established for more than 80 years, the Portuguese carrier connects the Azores archipelago to Europe, North America and Cape Verde.
This year, it will add new routes to its network, including London, Faro and Milan.
The flights from Gatwick to Ponta Delgada will operate twice a week from June.
Graca Silva (pictured), sales, brand, marketing and communication director for the carrier, said: “Sata Azores Airlines has joined Atas to reach a wider audience through travel agency partners in order to grow the awareness of the Azores and increase our sales.
“UK agents are the first point of contact for travellers. They play a pivotal role in inspiring and educating their customers about destinations.
“They will play a critical role in putting the Azores on the map for UK travellers.”
She said the new routes are being marketed to the trade and consumers, promoting the Azores as well as connections to Cape Verde, Madeira and North America.
“The new route has just been announced but we are extremely satisfied with the support that we have already received from the trade and wish to thank everyone for their support,” added Silva.
She said travellers in the UK are “keen to prioritise new experiences”, adding: “Many travellers are keen to explore the unknown and are looking for places that are off the beaten track. They want to interact with local communities.
“Sustainability has also become a crucial consideration for many travellers.”
She said the Azores is “a perfect destination” for holidaymakers seeking adventure as it offers activities such as hiking, whale watching, birdwatching and canyoning.
“We’re hoping to get the trade excited about the Azores as much as we are by highlighting everything that this beautiful archipelago has to offer,” she said.
“Our aim is that through the trade we can reach new audiences and grow tourism numbers to the Azores.
“We are launching a new training platform for the trade. We will also be conducting several webinars and are planning do some fam trips so that travel agents can experience this stunning destination for themselves.”
Claire Brighton, Atas director, said: “It’s great to see Sata Azores Airlines joining Atas – the destination really has so much variety to offer travel agents who sell touring and adventure holidays.
“There will be plenty of opportunities to learn more about the Azores and the airline – and I look forward to hearing more about the fam trips and webinars.”