MADEIRA plans to attract more nature lovers as part of a new eight-year tourism strategy currently being finalised, writes Briony Key from Funchal.
Tourism director Conceicao Almeida Estudante said targeting the UK, which currently makes up 20% of its visitor numbers, would be a key part of the new strategy.
“Madeira is not known for its nightlife, but we are looking to develop niche markets to attract new clientele.
“This is not a sun, but a nature destination. We don’t have beaches, but we have an abundance of nature. Two-thirds of the terraces and mountains are protected as a national park,” she said.
The island has traditionally attracted older clients with 60% of sales focused on the four and five-star market and Estudante said the age focus was likely to be reduced from 60 to 50 years of age.
The island presently has bedspace for 22,000 tourists and Estudante said an upper limit of 30,000 would be set, taking into account environmental considerations.
Portugal has used a substantial part of its European Commission funding to improve the infrastructure on the mainland and Madeira.
On the island the money has been invested in roads, bridges, hospitals, schools, a new university, water recycling, waste treatment, airport and port development. Madeira remains a part of Portugal, but has been self-governing since 1976.