Eduardo Jesus, the Regional Secretary for Tourism, Environment, and Culture, stated that Madeira's tourism has entered a consolidation phase. Future growth will focus on creating value and profitability rather than a significant increase in visitor numbers.
In the first half of this year, overnight stays saw a positive increase of 2.2%. Jesus indicated that the sector is reaching a "plateau" after a period of sharp growth, characterizing these 1-2% increases as "maintenance of economic activity."
Jesus highlighted that while overnight stays grew by 2.2%, the sector's revenue increased by approximately 7%. This suggests visitors are valuing Madeira more, aligning with the "Upgrade" program's goal to increase revenue per visitor.
