Two Signals, One Direction: Portugal’s Tourism Goes Measurement‑First

Ambitur has launched its first fully digital edition (No. 353, Jul–Aug 2025) with sustainability as the lead story, and the Azores are doubling down on a quality‑over‑quantity tourism strategy, now Gold‑certified by EarthCheck (2024). Together, they mark an industry shift from promises to proof.

Why these two stories matter now (for operators)

Ambitur’s move to digital signals that sustainability and digitisation are no longer side notes—they’re the editorial centre of the Portuguese tourism conversation.
The Azores show what measurable destination sustainability looks like in practice: certification to internationally recognised criteria, annual audits, and concrete measures like visitor‑flow management and marine protection.

For hotel GMs and building operators, the takeaway is simple: treat sustainability like revenue—measure it daily and manage it deliberately.

Ambitur’s digital edition: a signal to the market

Ambitur’s July/August 2025 issue (No. 353) is online and presented as the first 100% digital edition. The issue foregrounds sustainability — from certifications to day‑to‑day efficiency — echoing a wider shift to data‑driven operations across the sector.

Why it helps GMs:

Normalises certification as an operational roadmap rather than a marketing badge.
Legitimises measurement platforms (PMS + BMS + utilities + waste) as core management tools, not “nice‑to‑have” pilots.
Reinforces the digital‑first communications shift (QR menus, digital directories, dynamic signage) that reduces print collateral and enables analytics (opens, clicks, dwell time).

The Azores case: sustainability with metrics, not mantras

Santiago lake, São Miguel, Azores

First archipelago globally certified as a Sustainable Tourism Destination by EarthCheck (GSTC framework) in 2019; Gold level reached in 2024 after successive annual audits.
Strategy emphasises value over volume, distributing demand across all nine islands and seasons.
30% of Azorean waters are now protected (about half under no‑take rules). On land, Green Teams per island help align municipalities, NGOs, and businesses.
Visitor pressure is being addressed with managed flows (e.g., shuttles to Lagoa do Fogo) and a smart monitoring system for real‑time insights on movement and patterns.

Operator translation: certification works because it’s continuous improvement—you measure, improve, and verify each year. The same cadence scales to a single hotel asset.

Playbook for GMs: 7 moves you can copy this quarter

Track intensity, daily. Add kWh & litres per occupied room and kg waste per 100 guest‑nights to your morning huddle. Treat them like ADR and RevPAR.
Use certification as a roadmap. Map your operation to EarthCheck/GSTC categories (energy, water, waste, community). Choose three quarterly actions with owner sign‑off.
Balance demand with carrying capacity. Coordinate with DMO/city on flow management (timed entries, shuttles) and off‑peak/off‑island experiences.
Instrument what you promote. If you market “green”, monitor it: automated meter reads, bin‑level waste tracking, simple quarterly impact notes in your digital guest directory.
Go digital‑first on guest comms. Replace room collateral and seasonal brochures with QR code menus, in‑room tablets, and dynamic signage. Capture analytics and iterate.
Create a cross‑dept Green Team. One champion per function (Front Office, F&B, Housekeeping, Engineering, HR). 10‑minute weekly stand‑up; one measurable action/month.
Plug into sector data platforms. Use regional dashboards (e.g., NEST Farol) plus your PMS/BMS to align pricing, staffing and energy scheduling. Data beats hunches.

Mini‑case math: print vs digital comms

Moving editorial and guest collateral online isn’t zero‑impact, but life‑cycle studies show material reductions versus regular print runs.

Reference values range from ~0.154 kg CO₂e per printed magazine (typical European heatset example) up to ~0.82 kg CO₂e per copy for a global, heavy‑stock title.
If a 5,000‑copy print run moves a single issue fully online, avoided emissions could be ~0.77–4.1 tCO₂e (5,000 × 0.154–0.82 kg). Exact results vary by paper/ink, transport, energy mix and end‑of‑life.

Objections & answers

“Digital uses energy too.” True. But for frequently updated content (magazines, in‑room collateral), peer‑reviewed LCAs typically show a net reduction when moving to digital — especially as data centres transition to renewables. Optimise content delivery and avoid rebound (e.g., issuing unnecessary devices).

“Certification is expensive.” Treated as a capex‑style project with opex savings, certification pays back through utility reductions, waste fees avoided, and price‑mix uplift from value‑aligned guests and corporate RFPs. The Azores’ value‑over‑volume trajectory shows the logic at destination scale.

“Guests won’t accept managed flows.” Done transparently (e.g., shuttles to protect fragile sites with better on‑site experience), satisfaction often rises. Clear signage, capacity info, and consistent UX are key.

Noytrall’s stance (and how we help)

Measure first. Improve continuously. Communicate honestly.

Unified data: One pane of glass for energy, water, and waste per building.
Operational playbooks: Checklists and alerts for leaks and anomalies.
Proof for RFPs: Auditable data aligned with CSRD/ESRS and tourism frameworks (EarthCheck/GSTC categories).

Start by quantifying your historic and discover your impact. Book a 20‑minute walkthrough to discover how.