Visit Madeira
Visit Madeira is the official destination marketing organization for the Madeira archipelago, operated by the Madeira Promotion Bureau (Associação de Promoção da Madeira). It promotes nature, beach, cultural, and gastronomy tourism to international leisure visitors via a multi-language digital portal, 10 physical offices, and event programming, funded by the Regional Government of Madeira.
- Company typePrivate
- Founded-
- HeadquartersFunchal, Portugal
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Visit Madeira does
Visit Madeira is the official destination marketing organization for the Madeira archipelago, operated by the Associação de Promoção da Madeira (Madeira Promotion Bureau) — a regional government-affiliated entity headquartered in Funchal, Madeira, Portugal. The organization promotes leisure tourism to two main islands — Madeira and Porto Santo — targeting international visitors across five core personas: Nature Seekers (hiking along levadas and exploring the UNESCO-listed Laurissilva Forest), Sea Lovers (beaches, natural pools, water sports), Culture Passionates (embroidery, folklore, heritage sites), Food and Wine Enthusiasts (Madeira wine, regional gastronomy), and Visitors with Reduced Mobility (audited via the TUR4ALL partnership).
The core product is the visitmadeira.com digital portal, a multi-language platform (English, German, Spanish, French, Portuguese) functioning as a destination information gateway, accommodation directory, and trip planning resource. Supporting sub-products include the SIMplifica hiking trail reservation system (mandatory booking for classified PR trails at €4.50 per person, managed with the IFCN), the PROCIV Madeira safety mobile application, an integrated events calendar covering signature festivals (Flower Festival, Carnival, Wine Festival, Atlantic Festival, Nature Festival), the Centro Cultural de Congressos do Porto Santo (MICE venue), and a Wedding and Romance Services platform. Distribution is anchored by a network of 10 physical tourism offices across Madeira, Porto Santo, and Lisbon's Chiado district, supplemented by social media (@visitmadeira on Instagram), email newsletters, and travel trade event participation.
The business model is publicly funded rather than commercially monetized: Visit Madeira is financed by the Regional Government of Madeira to promote the archipelago's tourism economy, with minor direct revenue from hiking trail fees and Lisbon office retail of regional products (wine, poncha, rum, embroidery). Strategic partners include IFCN (nature conservation), ANA Airports, APRAM (port authority), SIGA public transport, Porto Santo Line ferry, EarthCheck (sustainability certification), and UNESCO (heritage designations). The organization has been recognized as World's Leading Island Destination by World Travel Awards for 11 consecutive years (2015-2025) and holds EarthCheck Silver certification.
Visit Madeira firmographics
Firmographics- Name
- Visit Madeira
- Legal name
- Associação de Promoção da Madeira
- Website
- https://visitmadeira.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Visit Madeira is the official destination marketing organization for the Madeira archipelago, operated by the Madeira Promotion Bureau (Associação de Promoção da Madeira). It promotes nature, beach, cultural, and gastronomy tourism to international leisure visitors via a multi-language digital portal, 10 physical offices, and event programming, funded by the Regional Government of Madeira.
- Ownership category
- akta.pro rank
Visit Madeira industry classification
Industry- Product category
- Destination Marketing and Tourism Promotion Services
- NAICS
- Convention and Visitors Bureaus (561591)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)
- akta.pro secondary industry
- Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)
Keywords
Where Visit Madeira is headquartered
LocationHeadquarters
- HQ city
- Funchal
- HQ country
- Portugal
- HQ region
- Europe
Offices11 records
Markets served
Visit Madeira business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Tourism Promotion Services: Visit Madeira (Madeira Promotion Bureau) operates as a destination marketing organization funded by the Regional Government of Madeira. The organization does not generate commercial revenue but rather promotes tourism to the archipelago, with funding allocated from public sources to support the regional tourism economy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Classified Hiking Trail Access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Visit Madeira product offering
Product offeringCore offering
Visit Madeira (Madeira Promotion Bureau) operates the official destination marketing and tourism information services for the Madeira and Porto Santo islands. Its core offering is a multi-language digital tourism portal and physical tourism office network that provides visitor trip-planning resources, accommodation listings, activity information, cultural event programming, classified hiking trail access (via the SIMplifica reservation system), and emergency safety applications for tourists.
Product overview
Visit Madeira is the official digital tourism platform for the Madeira Islands, operated by the Madeira Promotion Bureau (Associação de Promoção da Madeira). The platform operates as a unified tourism information portal offering visitors comprehensive resources across two main islands: Madeira and Porto Santo. The core product consists of the Visit Madeira Tourism Portal, which serves as the primary digital gateway providing destination information, accommodation listings, activity bookings (including the SIMplifica hiking trail reservation system), events programming, and transportation resources. Supporting sub-products include dedicated mobile applications (PROCIV Madeira for safety), physical tourism office networks, cultural venues like the Centro Cultural de Congressos do Porto Santo, and specialized services for weddings and events. The platform also distributes regional products information through its Lisbon tourism office.
Differentiator
Problem solved
Functional benefit
Products and services
- Visit Madeira Tourism Portal Official multi-language digital tourism portal for the Madeira and Porto Santo islands, providing destinations, accommodations, activities, events, and travel planning resources for visitors worldwide.
- Hiking Trail Booking System (SIMplifica) Mandatory reservation and payment platform for accessing classified walking trails (PR routes) in Madeira, operated with IFCN to manage trail capacity and hiker safety.
- PROCIV Madeira Mobile Safety Application Mobile application providing civil protection safety information and emergency alerts for hikers and visitors on Madeira, distributed for iOS and Android.
- Events Madeira Programme and Calendar Annual event programme and calendar covering cultural festivals, sports events, gastronomy events, and music events on Madeira and Porto Santo, published as an official calendar for 2026-2028.
- Accommodation Directory Searchable directory of accommodations across Madeira and Porto Santo including hotels, aparthotels, tourist apartments, short-term rentals, rural tourism, manor houses, and other lodging types.
- Tourism Offices Network Physical network of 10 tourism information offices across Madeira, Porto Santo, and Lisbon providing in-person visitor assistance, maps, brochures, and booking guidance.
- Means of Transportation Directory Directory of transportation providers covering car rentals, taxis, buses, cable cars, boat services, ferries between Madeira and Porto Santo, and organized tours.
- Laurissilva Forest Heritage Platform Digital experience presenting the UNESCO Natural World Heritage Laurissilva Forest with trail information, protected-area listings, and ecological context.
- Centro Cultural de Congressos do Porto Santo Congress and cultural centre in Vila Baleira, Porto Santo, providing a 260-person auditorium, exhibition areas, meeting rooms, and a 100-space car park for events.
- Wedding and Romance Services Specialized wedding planning platform offering ceremony venues, honeymoon packages, vow renewals, and romantic experiences across Madeira and Porto Santo for couples and planners.
Quantifiable outcome
- Sustainable tourist destination certification - EarthCheck Silver Certified 2025, 2024, 2023
- +2 more outcomes
Companies that use Visit Madeira
Customer profileSegments5 records
Ideal customer profiles4 records
Visit Madeira technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Visit Madeira partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- IFCN (Institute of Forests and Nature Conservation)coreGovernment institute responsible for managing Madeira's protected areas, hiking trails, and nature conservation. Collaborates with Visit Madeira on trail classification, safety regulations, and the mandatory hiking reservation system (SIMplifica platform).
- Regional Government of MadeiracoreThe governing body of the Autonomous Region of Madeira that funds and oversees Visit Madeira (Madeira Promotion Bureau). Sets tourism policy and manages related regulations.
- ANA - Aeroportos de PortugalcoreAirport operator managing Madeira International Airport Cristiano Ronaldo, providing access for tourists visiting the archipelago. Both airports (Funchal and Porto Santo) are fully adapted for passengers with reduced mobility.
- APRAM (Portos da Madeira)corePort authority managing Funchal Harbour, the main cruise ship port in Madeira. Welcomes hundreds of cruise ships annually, serving as a major tourism gateway.
- SIGA (Public Transport)minorRegional public transport operator providing bus services across Madeira. Part of the transportation ecosystem that enables visitors to explore the island.
- Uber and BoltminorRide-hailing services available on Madeira Island, offering visitors convenient transportation options alongside traditional taxis.
- Transportation and Tour OperatorsminorVarious local transportation and tour companies listed on Visit Madeira including Euromar, Spinach Tours, Travel One Madeira, Yellow Bus, and numerous car rental companies that facilitate visitor experiences.
- Porto Santo LineminorFerry service connecting Madeira and Porto Santo islands, enabling visitors to access both islands of the archipelago.
- Cable Car OperatorsminorVarious cable car services across Madeira including Funchal Cable Car, Botanical Garden Cable Car, and others that provide access to scenic mountain areas.
- Prociv MadeiracoreCivil protection app available for iOS and Android that provides safety information and emergency alerts for hikers and visitors, integrated into Visit Madeira's safety guidance.
- World Travel AwardscorePrestigious international travel industry awards organization that has consistently recognized Madeira as the World's Leading Island Destination for multiple consecutive years.
- EarthCheckcoreLeading scientific benchmarking and certification organization for sustainable travel and tourism. Provides Silver certification for Madeira's sustainable tourism practices.
- UNESCOcoreUnited Nations Educational, Scientific and Cultural Organization that designated the Laurissilva Forest as a Natural World Heritage Site (1999), Porto Santo as a Biosphere Reserve (2020), and recognized Santana.
- Regional Product ProducersminorLocal producers of traditional Madeiran products including Madeira wine, poncha, rum, sugarcane honey, honey cakes, embroidery, and crafts sold through the Lisbon tourism office.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Visit Madeira competitors and assessment
Company assessmentBroad incumbents
- Brand USA: National destination marketing organization for the United States. Comparable as a large-scale public-affiliated tourism promotion entity that uses multi-language content, partnerships with travel trade, and digital platforms to drive inbound tourism — though at a vastly larger scale and budget.
- Tourism Authority of Thailand: National tourism authority of Thailand. Comparable as a large government-affiliated destination marketing organization that promotes an archipelago-style geography with strong island positioning (Phuket, Koh Samui, Krabi) and competes with Madeira for global awards.
- Incredible India: Government of India's tourism promotion initiative under the Ministry of Tourism. Comparable as a public-sector destination marketing organization that promotes a geography with significant natural, cultural, and heritage assets to international travelers via offices abroad.
- Turismo de Portugal: Portugal's national tourism authority, operating the Visit Portugal platform across all regions including Madeira. Comparable as the parent-level destination marketing organization within the same country, though Visit Madeira operates as the regional sub-body with distinct autonomous branding and focus.
Direct peers
- Visit Faroe Islands: National tourism board for the Faroe Islands with a strong nature, hiking, and small-archipelago positioning. Comparable as a remote Atlantic/Sub-Atlantic destination competing for experiential and adventure travelers via a similarly lean digital-and-physical promotion model.
- Visit Barbados: Barbados Tourism Marketing Inc. (BTMI), the island's destination marketing organization. Comparable as a single-island DMO with strong awards presence in World Travel Awards competing directly with Madeira in the 'Leading Island Destination' categories.
- Visit Maldives: Destination marketing organization for the Maldives, an island nation competing in the global premium island tourism segment. Comparable in operating model as a tourism promotion bureau with strong awards presence and similar dependency on external air access, though focused on luxury over nature/adventure.
- Visit Aruba: Aruba Tourism Authority, an island destination marketing organization repeatedly recognized by World Travel Awards as a leading Caribbean/Island destination. Direct peer in the global island destination marketing space where Visit Aruba has been a frequent competitor to Madeira in World Travel Awards categories.
- Visit Canary Islands: Tourism promotion organization for the Canary Islands, Spain's Atlantic archipelago. Direct competitor for European island tourism with comparable year-round subtropical climate, volcanic landscapes, hiking networks, and protected natural areas including UNESCO Biosphere Reserves.
- Visit Azores: Regional tourism board for the Azores, Portugal's other Atlantic archipelago. The closest functional peer — same country, same Atlantic island context, similar nature-based and hiking-driven positioning, similar DMO structure, and direct competition for the same European island-traveler segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Visit Madeira social profiles
Digital presenceVisit Madeira financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Madeira leadership team
Management profileNumber of profiles
Profiles1 record
Visit Madeira funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Madeira M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Madeira
What does Visit Madeira do?
Visit Madeira (Madeira Promotion Bureau) operates the official destination marketing and tourism information services for the Madeira and Porto Santo islands. Its core offering is a multi-language digital tourism portal and physical tourism office network that provides visitor trip-planning resources, accommodation listings, activity information, cultural event programming, classified hiking trail access (via the SIMplifica reservation system), and emergency safety applications for tourists.
Is Visit Madeira a public or private company?
Visit Madeira is a private company. It is classified as state government owned and is currently operating.
When was Visit Madeira founded?
Visit Madeira was founded in -1. It employs 11 to 50 people.
Where is Visit Madeira based?
Visit Madeira is headquartered in Funchal, Portugal, in the Europe region.
How does Visit Madeira make money?
One revenue line is on record: tourism Promotion Services.
Who are Visit Madeira's main competitors?
Broad incumbents on record are Brand USA, Tourism Authority of Thailand, Incredible India and Turismo de Portugal. Direct peers are Visit Faroe Islands, Visit Barbados, Visit Maldives, Visit Aruba, Visit Canary Islands and Visit Azores.
Does Visit Madeira have an API?
No public API is recorded for Visit Madeira.
What industry is Visit Madeira in?
Visit Madeira's product category is Destination Marketing and Tourism Promotion Services. Its primary akta.pro industry code is THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers), with a secondary code of THAAAGAF, Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized). Its NAICS code is 561591 and its SIC code is 7900.