Madeira tourism—always proactive toward sustainability

Purpose This paper discusses the development of Madeira's tourism and its continuous action on aspects of sustainability. Design/methodology/approach The paper analyses the evolution of tourism in the region in the aftermath of the COVID-19 pandemic and how an investment in sustainability and on the certification of the archipelago as a sustainable tourist destination is a key move for stakeholders, in particular residents, companies and tourists. Findings To return to normality, and thus overcome the 2019 difficulties, Madeira continues to develop promotional activities in various international markets and develop sustainable tourism, supported by practices and policies that optimize the use of environmental resources. In so doing, sociocultural identity and authenticity is secured, while providing socioeconomic benefits for all stakeholders. Originality/value The approaches and solutions presented are those of the regional Government of Madeira, illustrated by the efforts and decisions that led to the certification of the archipelago as a sustainable tourist destination.