Make it Madeira: Atlantic Island with Unicorn Climate Courts Canadians

The Portuguese island of Madeira has become increasingly popular with Canadian travellers thanks to a unique combination of natural beauty, outdoor adventure, culture, and a mild climate year-round.

Travel media learned more about the islands located 500 kilometres off the coast of Morocco and 1,000 kilometres southwest of Lisbon at a lunch at Toronto’s Taberna X. 

On hand were Marisa Mendes, a public relations consultant with the Madeira Promotion Bureau and Josie Lapke, a New York City-based Senior Account Executive, International Marketing & Communications with MMGY Global.

In her presentation, Mendes said Madeira offers strong appeal to nature lovers, hikers, photographers, food and wine enthusiasts, active retirees, and travellers looking for something different from a typical beach vacation. 

The destination is less about all-inclusive resorts and more about exploration, scenery, and authentic local culture, which fits well with current Canadian travel trends. And the climate is special: because of the Gulf Stream and ocean breezes, temperatures rarely drop below 15C or climb above 27C on the coast, making Madeira a year-round destination.

Mendes described the two inhabited islands that are part of the Madeira archipelago – the main island Madeira and the smaller Porto Santo with a population of just over 5,000, located 43 kilometres northeast of Madeira.

An autonomous region of Portugal, Madeira is home to about 250,000 people, with about half living in the capital Funchal. Previously uninhabited, Madeira was claimed by Portuguese sailors in the service of Prince Henry the Navigator in 1419 and settled after 1420. 

Mendes says the historical centre of Funchal and its Old Town are must-visits, along with the Mercado dos Lavradores – the farmer’s market – an essential part of the island’s culture since 1940.

“Anything grows in Madeira,” Mendes said, which is why the market is laden with fresh produce, and also why Madeira’s gastronomy is a major attraction. Other Funchal highlights include Monte, a scenic, historic hillside village and civil parish located in the mountains above the capital, and several parks and botanical gardens, once again illustrating the island’s verdancy. 

Visitors are invited to explore Madeira’s south coast, dotted with quaint fishing villages, and the more dramatic north coast, where you can find natural pools, vineyards and what Mendes calls “exuberant nature.”

Outdoor activities on land and at sea are popular activities, including canyoning, mountain biking, climbing, bird-watching and whale- and dolphin-watching. Golf is another popular pastime for visitors and locals alike, with three quality courses on Madeira and a fourth to open next year.

The smaller island of Porto Santo is described as “a golden oasis in the Atlantic,” with a highlight being 9 kilometres of golden sand beach. Mendes says it’s the place to go for those seeking a beach fix, and it’s a short 15-minute flight or 2.5-hour ferry ride from Madeira. 

Between Madeira’s highly fertile soil and the bounty of the sea, Madeira’s gastronomy is highly rated, along with the unique, oxidized fortified wine that takes the island’s name. Mendes says Portuguese cuisine is at the forefront, but Madeira is not just about traditional food – its fine-dining complement includes three Michelin-starred restaurants.

Typically there are seasonal non-stop flights to Madeira from Toronto, but at this time of year there are easy one-stop flights via Air Canada, TAP Air Portugal and SATA Azores. This makes it easy to combine a visit to Madeira with a stay in mainland Portugal, one of the hottest current destinations for Canadians.

The lunch at Taberna LX in Toronto’s Little Portugal was a delicious reminder of the wonders of Portuguese cuisine. The restaurant is described as “a love letter to Portugal through a culinary, wine and cocktail experience, and it did not disappoint.