“When you don’t have to think about what you’re wearing, you’re in the right place.”
That’s how Rosie Bayntun, Account & PR Manager for USA, Canada and Brazil at Madeira Promotion Bureau describes the climate of her beloved home, the Portuguese island of Madeira.
Located in the North Atlantic, 400 kilometres north of the Canary Islands and 520 kilometres west of Morocco, Madeira's unique geographic location, mountainous terrain and the effect of the gulf stream combine to create a ‘Goldilocks’ climate – not too hot, not too cold, not too wet -- just right.
Daily high temperatures range from 25°C (77°F) in the summer to 17°C (62°F) in the winter, with moderate humidity and mild average temperatures year-round. Even at night, the temperature almost never drops below 10°C. In February, when Canada is frozen solid, the average high in Madeira is 18°C, dropping only slightly to 14°C at night.
Justing Gosling, Director, Canada for Discover the World, which represents the Madeira Islands and SATA Azores Airlines, hosted the first Madeira event in Canada. (Photo Credit: Bruce Parkinson)
For the first time, a group of hoteliers, DMC and airline reps from Madeira travelled to Canada to promote the destination to tour operators, travel advisors and media. The event held at Toronto’s Hotel X was organized by Discover the World, which assists the Madeira Promotion Bureau with sales and marketing in this market. The company also acts as GSA in Canada for SATA Azores Airlines, the carrier that makes it easy for Canadians to get there.
SATA can get your clients to Madeira year-round, with flights from Toronto and a brief stop at Ponta Delgada in the Azores island archipelago. But next year, from June through September, SATA will offer non-stop flights to FNC – Madeira Airport International Cristiano Ronaldo -- near Funchal, Madeira’s biggest city. As you might guess from the airport name, the great football star is a native Madeiran.
Bayntun says the non-stop flights next summer will be “a good test for the market,” but she says Canadians are already discovering Madeira in larger numbers.
“Portugal is super-hot overall, but Madeira’s numbers from Canada have more than doubled year to date. Introducing our hoteliers and other tourism operators to Canadian travel agents and tour operators will give them a different perspective on the Canadian market.”
Some Canadian tour operators, including Goway and G Adventures, already offer Madeira product. There will likely be more in future, with attendees at the event including Wolf Paunic, VP Business Development for Huntington Travel, and TripOppo’s Tres Lobo.
Travel advisors and tour operator representatives learn about Madeira from local hoteliers and tourism operators. (Photo Credit: Bruce Parkinson)
“We’re getting lots of requests for Madeira,” says Paunic. “So we’re taking a closer look.”
Also in attendance was Elizabeth Grundon, Business Analyst, TRAVELSAVERS and The Affluent Traveler Collection. Her family hails from the Azores, and she visited Madeira as a child. “We all know Portugal is a very hot destination. With really lovely temperatures and landscapes, Madeira has lots of appeal.”
Madeira’s population is about 270,000, about half of that in the capital of Funchal, which was an important sea port for centuries following its discovery as an uninhabited island by Portuguese sailors in 1419.
There’s a wide range of accommodations on offer, from names familiar to Canadians like Barcelo and Melia, as well as high-luxury options including Reid’s Palace, A Belmond Hotel and Savoy Palace, a member of Leading Hotels of the World. There are a number of “quaint and quirky” boutique hotels as well, like The Vine Hotel, says Bayntun. One local company, Dorisol Hotels, operates four three-star properties in Funchal, offering million-dollar views at bargain rates.
Tourism highlights of Madeira include hiking, historical tours, gastronomy and wine-focused activities. While known for centuries for its eponymic fortified wine, Madeira also now has a thriving table wine industry. Whale- and dolphin-watching tours are also popular. A 2.5 hour ferry crossing will take travellers to Porto Santo, another island in the Madeira archipelago, famed for its golden beaches.
Travel advisors learn about Madeira at Toronto's Hotel X. (Photo Credit: Bruce Parkinson)
Bayntun says Madeira offers a good balance of luxury and local within both its accommodation and culinary sectors. “There is super high-end, fine dining, and there is very local, very reasonable cuisine as well. We’re not gentrified. There are even opportunities for visitors to eat in people’s homes.”
With Canadians looking further abroad for winter long-stays, Madeira seems like a potentially strong option, thanks to its climate, range of accommodations and reasonable cost of living. It will be interesting to watch the destination’s development in the Canadian market.
“It’s easy to sell my island,” says Bayntun. “I’m a very proud Madeiran.”
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