SPA TOURISM
The island has immense natural beauty and a warm climate all year round
Scientists say Porto Santo’s sand has therapeutic qualities
It attracts 900,000 tourists annually
Madeiran Marvel M
ANNI HOOD » OWNER » KIS LIFESTYLE GROUP
adeira is a jaw-droppingly spectacular landmass lying 620 miles off the Portuguese coast and 310 miles from the
African continent: this is the outermost region of the European Union. T ere are a plethora of reasons to visit
this stunning island. It has immense nat- ural beauty and its hills and valleys add a cocooning feel. I would describe Madeira as a hidden jewel. Year round temperatures are warm, aver-
aging between 17-21˚C, and ideal for the island’s numerous vineyards. Madeira is famous for its wine, which is absurdly deli- cious and high in antioxidants. T e island also boasts a close to zero crime rate. In addition, a vast range of activities, culture and history provide a rich and tantalising choice of possibilities for visitors.
The Portuguese island of Maderia is poised to fl ourish as a sought after wellness hub. Spa consultant Anni Hood fi nds out why
Tourism is the main industry in Madeira,
accounting for 28 per cent of GDP and num- bers are steadily increasing according to fi gures from the Madeira Tourism Board. In 2011, the island welcomed just over 900,000 visitors in total, up 6.7 per cent from 2010; while the average length of stay rose slightly from 5.1 nights in 2010 to 5.3 in 2011. Only three hours from Europe, Made-
ria is most popular with visitors from this continent. T ere are four dominant source markets led – unsurprisingly – by Portu- gal which accounts for 24 per cent of visitor numbers, closely followed by the UK at 19
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per cent, Germany at 16 per cent and France at 10 per cent. When it comes to overnight stays, however, the UK and Germany are at the top making up 24 and 21 per cent of the 5.5 million nights respectively, while Portu- gal only makes up 13 per cent. But just how important is the spa indus- try to tourism in Madeira?
A PROMOTIONAL ALLIANCE My impression of the spa industry in Madeira is one of innovation and enthu- siasm. T ere’s a growing realisation with Madeirans that they have a coveted gem
SPA BUSINESS 3 2012 ©Cybertrek 2012
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