Eduardo Jesus,
Regional Secretary for Tourism and
Culture, Regional Government of Madeira
«The tourism sector accounts for 28.8% of the region’s
GDP»
What does Madeira have to offer that justifies
constant interest from tourists?
Madeira is a destination with a great diversity of
natural resources, with a high degree of differentiation, ranging from the
mountains to the sea. At the same time, it has a unique culture and a wide
range of things to do, from museums to varied exhibitions and concerts, which
take place all over the island, throughout the year.
There are thus a variety of experiences to be had, in
which active tourism in nature is a highlight. In fact, the region is
increasingly popular for staging international competitions in a wide variety
of sports, such as trail running and open water swimming.
In addition, Madeira is only a short distance from
Europe’s main cities, benefiting from direct connections to more than three
dozen countries in Europe, North and South America and Africa.
What is the main market that looks to Madeira as a
holiday destination?
Actually, there are several, and Madeira’s top five
source markets are currently the United Kingdom, Germany, Portugal, France and
Poland, but others are growing rapidly, including Spain and the United States.
One of the region’s major attractions is golf. Is
there any strategy planned to further stimulate this sector?
The ‘golf’ product continues
to be important in the promotion of Madeira’s tourism. To give you an idea, as
was the case with tourist accommodation, the number of rounds played and the
revenue recorded by golf courses in 2023 reached all-time highs. These results,
which go hand in hand with the accolades that have been awarded to the
destination specifically in golf, have to do with the growing commitment to the
sport, both in terms of investment by the Regional Government (building a new
course and expanding existing ones) and in terms of support for international
tournaments, and above all with a specific promotion strategy, the Madeira Golf
Passport, which brings together all of the stakeholders involved.
Cruises are also a source of revenue for Madeira. What
can be expected this year?
After Madeira registered 600,000 tourists last year
travelling on the 273 cruise ships that visited Funchal, the outlook is to end
2024 with growth of around 10%, with 60,000 more passengers than in 2023.
What impact does the growing focus on tourism have on
the economy?
The tourism sector in the Autonomous Region of Madeira
represents 28.8% of the regional GDP. It plays an extraordinary role in
boosting trade and the sectors with which it interacts. It accounts for 17% of
all existing employment, which equates to more than 23,000 jobs.
What strategies will be adopted in the near future?
As far as the Regional Government is concerned, we
will continue to invest in the diversity, differentiation and continuous
improvement of Madeira’s tourism services and its products, based on the
strategic pillars identified in the Strategy for Tourism in the Autonomous
Region of Madeira, approved for the period 2022-2027.
On the other hand, we will continue to invest in
promoting Madeira and Porto Santo through the Madeira Promotion Association,
with the aim of increasing its reputation and visibility and extending its
activities to other markets.
In this regard, we will be present at the world’s
leading trade fairs, some of which have already taken place this year, namely
FITUR and ITB, and at the World Travel Market, to be held in November, as well
as in Portugal, once again having our own stand at BTL.
In addition to these, we have planned trips to
specific fairs linked to the region’s strategic products, ensuring alignment
with the positioning and image of the Madeira brand.
In addition to all this, we have strengthened our ties
and cooperation with partners in the sector, carrying out promotional
initiatives with the various operators and players, namely through campaigns,
workshops, fam trips, press trips, destination activation activities, among
others.
Another very important strategic factor is the
sustainability of the destination. This year, the Autonomous Region of Madeira
was recognised by EarthCheck for achieving the second level of the silver seal
of certification as a Sustainable Tourism Destination, having once again met
the demanding criteria of this standard from the world’s leading tourist
destination authentication body, accredited by the Global Sustainable Tourism
Council. This followed its achievement, in February 2023, of certification as a
Sustainable Tourism Destination, with the first level of the silver seal.
This certification process continues, requiring the
region to show its progress and commitment to the four pillars of
sustainability at its annual audit every year, with the destination aiming to
achieve the highest level of certification, gold, within three years (2027).
