Madeira positions itself as a wellness and luxury destination

Madeira is repositioning itself as a luxury and wellness destination aimed at the upper middle class and upper class segments.

This is according to Madeira’s tourism boss, Eduardo Jesus in an interview with the online news source ECO.

Madeira’s tourism office has set aside a budget of around €16 million to market the island in 2026 with a strategy aimed at wellness traced out for 2026-2027 directed at 30 key markets including Portugal, Germany, the UK, the US, France, and Poland.

The Regional Secretary of Turismo da Madeira, Eduardo Jesus, said that this tourism product would help diversify tourism offer and reduce seasonality.

Madeira and Porto Santo islands are seeing “record breaking numbers of tourists” landing on the island to set off on a voyage of sensory experiences that go far beyond Spa treatments.

These are tourists with a high purchasing power who like haute cuisine in luxury restaurants and programmes that are tailor-made to suit each, and here Madeira can make a difference as a wellness getaway on the map of tourism destinations, keeping up with world market trends.

“Wellness in Madeira goes far beyond the traditional offer of spas. It is, in fact, a product that is totally aligned with other strategic axes in the destination, such as nature, the sea, gastronomy and active tourism, being worked on in a transversal way”, stresses Eduardo Jesus.

This product “also allows us to diversify the tourism offer, reduce its seasonal nature, and concentration on certain activities and attract a new public, especially niche ones, from medium-high and high income segments”, he adds.

It is why this type of tourism undoubtedly has an impact by adding value to a destination. From the get-go, it generates more wealth and international projection and, in turn, leverages the sector through the opportunities it provides”, concludes Eduardo Jesus.