Sustainability has established itself as one of the strategic pillars of public tourism policies in Portugal, reflecting the vision outlined in the Tourism Strategy 2027. This ambitious plan positions tourism as a driver of economic, social, and environmental development, promoting balanced growth throughout the country. The goal is clear: to position Portugal as one of the most competitive and sustainable tourist destinations in the world.
Sustainability in tourism has also been a central priority for the Regional Government of Madeira, which decided to elevate the region’s environmental and social commitment by seeking recognition as a Sustainable Tourism Destination. This effort culminated in 2023 with the achievement of EarthCheck Silver Benchmarked certification, awarded by EarthCheck, an organization globally accredited by the Global Sustainable Tourism Council. In the context of this certification, Madeira took another strategic step by developing the 2022–2030 Action Plan, a guiding document that sets goals for the next eight years.
The commitment to this vision has gained momentum and recognition, culminating in the signing of a memorandum of understanding for the application to INSTO (International Network of Sustainable Tourism Observatories), which represents a natural step in strengthening sustainable tourism in the Autonomous Region of Madeira (RAM).
With the support of Turismo de Portugal and the technical and scientific support of the University of Madeira (UMa), this initiative reflects the commitment of the Regional Secretariat for Tourism and Culture, through the Regional Directorate for Tourism (DRT), to promote the Regional Tourism Observatory. It also plays an active role in coordinating the Local Working Group, a group that involves the regional tourism sector, public administrations, and various entities relevant to the sustainable development of tourism in the region.
Fostering regional prosperity through knowledge production
UMa plays a leading role in the development of tourism in the Autonomous Region of Madeira (RAM) by coordinating the Tourism Observatory, an initiative that reflects the institution’s experience in tourism research since 2011. With the mission of fostering the sector’s progress and contributing to regional prosperity by providing relevant information and technical-scientific materials to support strategic decisions by competent authorities and inform the general public, the observatory is dedicated to collecting and analyzing key data on the market, the impact of tourism, and destination management. Among its activities, the observatory conducts surveys that assess visitor satisfaction during Madeira’s major events, providing valuable information to enhance the tourism experience.
In a strategic move, Turismo de Portugal launched the Destination Watch network of Sustainable Tourism Observatories on July 2, 2024, which the UMa Tourism Observatory has joined. This collaboration establishes a connection with other observatories covering the entire national territory, promoting the exchange of knowledge, the development of joint methodologies, and the creation of shared indicators to monitor and promote sustainable tourism practices throughout the country.
Tourism in the Autonomous Region of Madeira (RAM) is more than a vital economic activity—it is an essential part of the archipelago’s cultural and natural identity. Recognizing this importance, the University of Madeira’s Tourism Observatory has played a crucial role in monitoring and analyzing local tourism, helping to chart a path toward tourism growth that is aligned with the preservation of its natural and cultural resources, ensuring a prosperous and sustainable future for all.
