Known for its spectacular natural landscapes, its hiking trails through the levadas, and its coasts fringed by crystal-clear seas, the island offers a range of activities to suit all tastes.
Funchal, its capital, is a vibrant blend of tradition and modernity, with colorful markets, a dynamic cultural scene and a rich gastronomy, accompanied by renowned local wines.
Porto Santo, with its golden beaches, completes the offer as an ideal haven for relaxation.
Madeira is an essential destination for lovers of nature, culture and unforgettable moments.
How to promote Madeira on the French market? 3, 2, 1…Answer with the Madeira Promotion Association.
Bringing together professionals from the tourism sector, the association aims to strengthen synergies between its members, facilitating more assertive communication and establishing relationships of trust to develop mutually beneficial activities.AP Madeira aspires to become a key institution in showcasing the unique charm of Madeira and Porto Santo, presenting these islands as must-see destinations all year round.
The association strives to diversify the tourism offering and improve accessibility for potential visitors.
Each year, AP Madeira deploys promotional actions aimed at boosting Madeira’s visibility on national and international markets, in line with the strategies defined for the Madeira Autonomous Region’s tourism sector and its annual business plan.
By promoting initiatives in the fields of public relations, conventions and incentives, trade fairs and events, as well as partnerships, the Madeira Promotion Bureau creates opportunities for its members.
Thanks to its strong team spirit and accessibility, AP Madeira is a benchmark in destination organization and marketing.
2- What are your main lines of communication? Madeira stands out as a safe and attractive year-round tourist destination, thanks to its mild climate, warm hospitality, lively traditions and the quality of its experiences.
The island also stands out for its commitment to economic, social and environmental sustainability.
As a brand, Madeira aspires to be a place where every visitor feels at home and where unique feelings are awakened:-A destination where I feel good-A destination where I feel surrounded by friends-A place where I live like a Madeiran-A place where I always want to come backThese core values underpin the Madeira brand, focusing on its main communication axes: nature, the sea, culture, the city of Funchal, gastronomy, wine, and the island of Porto Santo.
Madeira is positioned as a diversified destination, offering a range of activities suited to a broad public, from 18 to 60 years of age, while highlighting its rich historical, natural and cultural heritage. 3 -What are Madeira’s assets? Madeira is an exceptional year-round destination thanks to its many assets.
The island’s lush nature, with its volcanic landscapes and verdant levadas, makes for unforgettable hiking.
The crystal-clear sea invites you to swim and take part in water sports, while the city of Funchal charms with its lively atmosphere, colorful markets and dynamic cultural events.
The local gastronomy, enriched by renowned wines, allows you to discover unique flavors.
Madeira also stands out for its commitment to sustainability, guaranteeing environmentally-friendly tourism.
With its mild climate and vibrant cultural traditions, the island of Porto Santo and its golden beaches complete this idyllic picture. 4-What are your current and future targets? Madeira, as a tourist destination, is positioned as a diversified destination, with activities covering a target audience ranging from 18 to 60 years old.
5 – Do you have any future projects or initiatives to share with us? The Autonomous Region of Madeira has achieved certification as a sustainable tourism destination, receiving the first level of the Silver Seal awarded by EarthCheck.
EarthCheck is one of three organizations accredited by the World Council for Sustainable Tourism, recognized for its expertise in scientific assessment and certification in the tourism sector.
EarthCheck’s certification process is progressive, with four levels (silver, gold, platinum, and master), requiring each destination to demonstrate ongoing compliance with established criteria. 6-A final word: what message would you like to pass on to tourism professionals? With its 64.8 million inhabitants and high purchasing power, France ranks seventh in the world and second in the European Union.
By 2023, the French market had become Madeira’s third largest international emitter in terms of total visitors and overnight stays, underlining its strategic importance.
We aim to continue promoting Madeira and Porto Santo to raise awareness of the destination, reinforce the results achieved and encourage more visitors to discover the Madeira archipelago.
Connectivity with Madeira has improved considerably in recent years, with year-round direct flights from Paris Orly, Paris CDG, Paris Beauvais, Lyon, Saint-Etienne, Nantes, Bordeaux, as well as Geneva and Basel/Mulhouse for residents close to Switzerland.
This increased connectivity makes it possible to offer Madeira as a destination both in all-inclusive packages and in the form of dynamic offers, offering great flexibility for travelers looking for personalized stays.
It’s particularly attractive during the winter season, for those looking for a nearby destination (just 3 to 4 hours’ flight from France), boasting a mild, sunny climate, with plenty of activities on offer for outdoor enthusiasts and culture buffs.
