By MICHAEL BAGINSKI/ Visit Madeira has launched an awareness campaign, “EXPLORE. RESPECT. PRESERVE.” that invites both visitors and residents to take an active role in preserving and enhancing Madeira and Porto Santo. The initiative focuses on the relationship between tourists and residents, which is part of a wider program called Upgrade – Madeira Tourism.
The program was initiated as a result of the continuous growth in the number of visitors to the Portuguese islands, reflecting the enthusiasm and international recognition of the destination, but also the need to reinforce the commitment to sustainability and the balance between tourism and the local community.
Among the growing number of visitors to islands, located in the Atlantic Ocean about 500 kilometres off the coast of Africa and 1,000 km south of Lisbon, are Canadians, media were told at a recent luncheon hosted in Toronto by the Madeira Promotion Bureau.
In town representing the bureau were Marisa Mendes from Madeira, and New York-based Josie Lapke, with the former telling attendees that Canadians are attracted to year-round warm temperatures and a scenic landscape that lends itself to outdoor activities and adventures, as well as the vibrant culture of the destination, which is evident in local festivals (such as the renowned Madeira Flower Festival held in Funchal every Spring), and its gastronomy and wine.
Easily accessible directly with Air Canada, TAP Air Portugal and SATA Azores service to Cristiano Ronaldo International Airport (named after the famous local footballer), the archipelago makes a popular dual destination stop with mainland Portugal or the Azores.
The islands are also a popular cruise stop.
Either way, the long-term “EXPLORE. RESPECT. PRESERVE.” initiative by Visit Madeira aims to inspire more responsible and conscious behaviours and promoting respectful discovery of the local nature and culture and encourage practices that protect ecosystems, “valuing what makes the archipelago unique and genuine.”
“Madeira and Porto Santo are destinations of unparalleled natural and cultural richness, and it is our responsibility to ensure that they continue to be so for the future generations. This campaign is an appeal to collective consciousness and respect for a territory that welcomes and inspires us. We want each visitor to become a guardian of the destination,” stated Eduardo Jesus, Regional Secretary for Tourism, Environment and Culture and President of Madeira Promotion Bureau.
The campaign will be revealed in several phases, with a strong presence across multiple media.
Furthermore, Visit Madeira, together with other official entities, namely the Institute of Forests and Nature Conservation and the Regional Directorate of Tourism, will launch an additional institutional campaign to reinforce this message. In addition, several measures will be put in place for the improved management of land and touristic interest points.
According to Jesus, “Tourism is a transformative force, and in Madeira we want it to be a balanced force. With ‘EXPLORE. RESPECT. PRESERVE.’ we reaffirm our commitment with a sustainable development model that unites economic growth, environmental preservation and local identity enhancement”.
With the campaign, Madeira reinforces the archipelago’s position as a world-renowned destination for sustainable tourism, promoting a more harmonious relationship between those who visit and those who live on the islands.
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