Madeira tourism strategy: how to re-qualify a destination

Abstract

Purpose

The Regional Government of Madeira has developed a re-qualification plan for the tourism sector to guide implementation of the recently launched tourism strategy for the destination.

Design/methodology/approach

The plan identifies the areas for intervention and the respective measures and actions to implement.

Findings

Human relations, resource management and training are among the main components that contribute to the success of a tourism value chain. It is also true that innovation and modernization in all aspects of energy efficiency, the digital economy, the environment and internationalization, should be a priority.

Originality/value

Any experience that stands because it is authentic is likely to attract tourists and affirm the destination. The implication is that it is essential that destinations know how to assert its uniqueness locally, via a strategy for innovation and creativity, without losing sight of its history and its essence.

Citation

Jesus, E. (2017), "Madeira tourism strategy: how to re-qualify a destination", Worldwide Hospitality and Tourism Themes, Vol. 9 No. 6, pp. 659-662. https://doi.org/10.1108/WHATT-09-2017-0049