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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
