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Monday 12 October 2026 and The Travel Convention rolls into the magical island of Madeira, Portugal. Yet, how can we help secure that this magic continues for future generations? Ecosystems are fragile and overtourism is an unwanted symptom of what happens when the social contract between tourists and locals fractures. Consequently, improving the seasonality curve has become a key strategy among major destinations. So, with the Convention imminent, let’s take stock of how Madeira is doing; what more needs to be accomplished and where delegates can help.  

The good news is that Madeira is faring better than most. It contrasts favourably with the many Mediterranean destinations which become deserted in winter. Already it has, more or less, a year-round tourist season, underscored by a comparatively gentle seasonality curve. December 2023’s bed occupancy of 50.6% was at least in the same ballpark as the August peak of 75.6%. Partly this is a consequence of its mild year-round climate. It is also thanks to the dedicated work of the destination themselves. In Visit Madeira and Visit Portugal we have partners who are manifestly energetic and proactive. This makes fertile ground for collaborative action.  

Despite this, material challenges remain. There is still a real summer and Christmas skew, with focus needed on the relatively light shoulder season. Sister island, Porto Santo, demonstrates the seasonal exposure, with occupancy of just 10.3% in January against 73.5% in August 2023. Geographically too, rebalancing is an essential strategy. The island aims to see more tourists staying in the hinterland, for which sport and nature tourism will be the drivers. With tourism representing 26% of GDP and providing direct employment to over 20,000 people (or 20% of the active population) Madeira’s economic wellbeing remains tied to tourism. Senior leaders on the Island are acutely aware of this. According to Eduardo Jesus, Regional Secretary for Tourism and Culture; “It’s about keeping an eye on the future, while respecting the legacy that has been handed to us. We have to work on it, and we have to earn it.”  

So, what Madeira is already doing? 

The island has a comprehensive system of reporting and benchmarking in place, to track performance against ESG objectives. These are underpinned by the Destination Sustainability Policy and Action Plan from 2022 – 2030. The 340 actions committed to guide the region across four pillars, environmental, cultural, social and economic. Honing in on tourism seasonality, Madeira’s positioning for nature and sports are a very deliberate strategy to de-seasonalise the product and decouple exposure to beach tourism. Specifically, this includes: 

  • Sports: Golf has been key as an explicit shoulder-season play for the November-March period, targeting a higher-spending visitor profile who use hospitality services year-round. Multi-year campaigns and agent fam trips, have resulted in a 10.2% rise in international green fees in 2025. More energetically the “Madeira Island Ultra Trail” has promoted hiking and running on the famous “Levadas.” 
  • Segmentation to off-peak-friendly audiences. The "Experience Madeira for Yourself" campaign particularly focuses on the 55 plus market, highlighting that mountains, sea and culture are a year-round destination, especially for those with more flexible travel times. 
  • Cultural heritage and gastronomy are showcased via a continuous programme of major events including Christmas and New Year Festivities (winter); Carnival and the Flower Festival (spring); the Atlantic Festival (June); the Wine Festival (September); the Columbus Festival in Porto Santo and the Nature Festival (autumn).  
  • Experiences: Moreover, plans are designed to integrate residents’ everyday experiences into tourism policies, thereby strengthening the relationship between tourism and the local community, whilst simultaneously enhancing the quality of the tourism experience.  
  • Nature: this capitalises on the region’s wealth of inland beauty as well as its nautical heritage, e.g. via diving; whale and dolphin watching.  
  • Further enhancing UK air access. Flight capacity for UK travellers increased by 17% between March 2025 and March 2026, driven among others by new seasonal routes from Bournemouth and London Luton with EasyJet and Jet2. Increased capacity that serves conscious travellers from other markets, such as the Nordics and North America, has also been a priority.   
  • Support for the UK trade: Madeira’s e-learning course aimed at over 900 UK agents, covering nature, activities, and events has been groundbreaking. Add to this some high-profile fam trips (Jet2 Holidays) and of course the genuine coup of hosting this year’s ABTA Travel Convention.   


What about improved geographical distribution? 

Much of the island’s strategy for territorial dispersion and the promotion of rural tourism relies on its unrivalled network of hiking trails, known as “Levadas and Veredas.”  These channel visitors towards the island's interior, including the mountainous massif and the magical Laurissilva Forest. Delegates can experience these first hand on what promises to be an unforgettable hiking excursion on Monday, run by Intrepid. Supporting this is the strategy to decentralise the accommodation supply; via the promotion of characteristic and authentic local accommodation in the North and West of the island. Notably, this includes the restoration of traditional “Quintas Madeirenses” estates.  In Porto Santo, work has centred around heath and well-being (thalassotherapy and therapeutic sands), geo-tourism and international sporting events. 

Seven compelling ways that delegates can support our hosts and make good business too: 

  1. Work with your hosts in planning a genuine shoulder-season commercial offer for the UK market. Extending successful products such as golf into a playbook for hiking; winter whale-watching; or Carnival and spring flower season. These all attract visitors over quieter periods. The segmented offering should have something in for everybody stretching from the large operators to smaller UK specialists.  
  2. Help overcome the longstanding perception where Madeira gets typecast as a destination mainly for the over-55’s. Whilst this demographic remains key, the active products should also attract a young and active profile, looking for sport and adventure. Recent collaboration with Intrepid highlights how successful this can be.   
  3. Work with the hosts on getting UK-specific performance data to chart progress with both of the above.  
  4. Support the Levadas: climate change is damaging the hiking trails that form the centrepiece of the hinterland tourism strategy. Take the time to learn about this fragile ecosystem and support the destination. A new hiking reservation system has been introduced with trail fees and pre-booking. Climate change means that the old lever of "just bring more people in summer" no longer works. Collaborate with the hosts to make sure the replacement is a success.  
  5. Read how the “Madeira: Sustainable For All” approach sits within the region’s journey towards sustainability; showcases unique experiences that engage visitors with the sustainability journey; highlights various sustainable projects, including efforts to protect natural habitats, promote local culture, and support eco-friendly businesses. It also offers insights into initiatives to reduce the region’s carbon footprint, manage waste and conserve water.   
  6. “Explore. Respect. Preserve” has the objective of turning every tourist into a “guardian of the destination.” Madeira’s “Visitor Charter” encourages visitors to adopt more conscious and responsible behaviour and take care of nature whilst in the archipelago. How can delegates weave this into communication? 
  7. Use ABTA 2026 as a launch pad, not a one-off. The 2026 Convention marks an incredible opportunity. Generating enormous attention for a few days, it’s a chance to talk, strategise and come away with a follow-through, year round plan. There is a growing demand for sustainable tourism experiences. Today’s travellers want to know how to better engage with local cultures and communities, and they want to be reassured that they’re having a positive impact on the destinations they visit. So, formulating a clear strategy in harmony with the host destination makes perfect business sense.  

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