Madeira has once again secured a place among the world’s most celebrated destinations. At the 2025 global ceremony of the World Travel Awards, held in Bahrain on 7 December, the Portuguese archipelago was named the World’s Leading Island Destination for the eleventh consecutive year. The achievement places Madeira at the forefront of global tourism, ahead of renowned destinations such as Bali, Hawaii, Mauritius, Seychelles, and Zanzibar.
The award forms part of another exceptional year for Portugal at the event, where the country collected twelve distinctions across different categories. For Madeira, however, this particular recognition carries special significance. It confirms not only the archipelago’s sustained excellence but also the strength of a decade long strategy that has transformed the islands into a benchmark for quality, sustainability and visitor experience.
A decade of global recognition
According to Eduardo Jesus, Regional Secretary for Tourism, Environment and Culture and President of the Madeira Promotion Association, the award reflects “consistent work developed over the last few years, in partnership with the sector and with all those who promote and believe in the region”. Since 2013, Madeira has collected twenty five awards at both the European and global levels of the World Travel Awards, building a reputation admired by travellers and professionals around the world.
This year’s competition brought together fourteen other island destinations, including Barbados, Cook Islands, Fiji, Turks and Caicos, Jamaica, Tahiti, the Philippines, and Isla Mujeres. Madeira’s strong performance demonstrates that the archipelago has achieved a rare combination of natural beauty, quality infrastructure and a tourism strategy supported by long term planning.
Why Madeira continues to lead global tourism
Behind the success lies a carefully executed approach that prioritises sustainability, authenticity and diversification. Madeira has transformed itself into a year round destination that appeals to a wide range of visitors. The volcanic landscapes and levada trails attract hikers and nature enthusiasts. Porto Santo’s golden beaches and calm waters appeal to families and sun seekers. A rich programme of festivals, from Carnival to the Atlantic Festival and the world famous New Year fireworks, continues to draw international attention.
The 2025 edition of the World Travel Awards also recognised Madeira in several other categories. The archipelago was a finalist for World’s Leading Adventure Tourism Destination, World’s Leading Festival and Event Destination and World’s Leading Beach Destination. Porto Santo once again captured the spotlight for the quality of its coastline, and Prainha do Caniçal received a nomination for the first time, reinforcing Madeira’s growing reputation for coastal excellence.
Record breaking tourism results
Madeira’s global recognition is reflected in its tourism performance. According to the Regional Directorate of Statistics of Madeira, the islands received 2.22 million guests in 2024 and registered about 11.7 million overnight stays, the highest figures ever recorded. Tourism revenue reached more than 756 million euros, marking a rise of more than fifteen percent compared with 2023.
Early data from 2025 indicate that this upward trend is continuing, with growth in the number of passengers, overnight stays and sector revenues. These results suggest that Madeira’s popularity is not based solely on awards, but also on the concrete choices of travellers who return year after year.
