The Azores has experienced a remarkable shift from its historical legacy of whaling to a profound appreciation and celebration of its diverse marine life. In recognition of this transformation, many artistic, educational, and cultural institutions and events have emerged to commemorate and honour this newfound perspective and to celebrate cetaceans and the marine ecosystems surrounding the islands.

Throughout the archipelago, there are several educational centres and museums that not only acknowledge the abundant marine diversity but also pay homage to the enduring relationship between the Azorean people and whales, as well as the historical and cultural significance of this connection.

Celebrations often reflect the spiritual and symbolic importance attributed to cetaceans, as well as the maritime history of the Azores.. These events are also often accompanied by environmental education initiatives, which aim to strengthen public awareness of technological advancements, academic developments, and marine biodiversity, particularly in relation to cetaceans.

The transition from whaling to whale watching is highlighted in the festivities, showcasing the evolving relationship between Azoreans and cetaceans as a symbol of their culture and legacy, which they proudly celebrate. Today, artists, musicians, and craftsmen find endless inspiration in the presence of whales, and their creations are embraced by both locals and visitors alike.

The Azores holds the distinction of being the world’s first certified archipelago to receive the EarthCheck silver Sustainable Tourism Destination certification, in accordance with the standards set by the Global Sustainable Tourism Council (GSTC). This recognition highlights the Azores’ commitment to sustainable tourism practices and the region is actively working towards achieving the gold certification by 2024.

The Azores has also implemented a regional initiative known as the Sustainability Charter of the Azores. With over 200 signatories across the nine islands, including several whale watching operators, the charter focuses on recording and reporting sustainability indicators.

Internally across businesses and organisations of the Azores, various measures are implemented to promote sustainability. These include practices such as recycling generated waste, reducing printing, eliminating single-use packaging, and encouraging the use of refillable canteens instead of plastic water bottles.

In the Azores, both public and private entities have developed several environmental education initiatives, with a strong focus on the “Eco-escolas” or “Escola Azul” programmes, which aim to integrate ocean literacy into the school curriculum. The FUNDAÇÃO OCEANO AZUL, through its Blue Azores programme, strives to equip children with specialised knowledge about the ocean and raise student awareness about its importance. To achieve this objective, the “Educating a Blue Generation” programme empowers teachers by providing them with comprehensive manuals and curricula specifically tailored to the Azorean Sea and its historical significance.

Whale watching companies in the Azores also play a significant role in promoting environmental education. They frequently offer special opportunities for local schools to participate in their tours, where marine biologists onboard adapt the information to suit the younger audience.

An abundance of research has emerged as a result of collaboration between universities, whale watching companies, and governmental initiatives, resulting in a greater understanding of cetacean populations and behaviours in the Azores. While published data vitally contributes to the wider academic literature, close collaboration between researchers and whale watching companies allows for new understanding to be incorporated into tours directly.