Madeira: developing a new tourism paradigm

Abstract

Purpose

The purpose of this paper is to introduce Madeira’s new tourism strategy and demonstrate how it will lead the region to a new paradigm focused on a culture of service.

Design/methodology/approach

The paper is based on an analysis of Madeira’s strategic tourism and marketing plan and official regional, national and international information sources.

Findings

Madeira’s new tourism strategy is based on the reference tripod “Mountain, Sea and Culture”. The new tourism paradigm, it is focused on quality rather than on quantity and more committed on upgrading the product and its offer; is more aligned with environmental, energy and sustainable development concerns for the destination; and is more active, in a direct association between tourism, health and sports.

Originality/value

This paper presents the perspective and experience of Madeira’s regional government in the management of tourism developmental strategies and shares the solutions implemented in securing and advancing its position as the Best Island Destination in Europe.

Citation

Jesus, E. (2016), "Madeira: developing a new tourism paradigm", Worldwide Hospitality and Tourism Themes, Vol. 8 No. 6, pp. 711-715. https://doi.org/10.1108/WHATT-09-2016-0049