Canadian advisors discover the wonders of Madeira on exclusive fam
Visit Portugal, Visit Madeira and TAP Air Portugal teamed up recently to host an exclusive familiarization (FAM) trip for eight top-producing travel advisors from Toronto and Montreal, offering them a curated introduction to the Madeira Islands — one of Europe’s most compelling destinations for luxury, culinary, and experience-driven travel.
The program was joined by Laura Nesteanu from GMS, Visit Portugal Trade Representative in Canada, and Liliana Vieira, District Manager Canada for TAP Air Portugal with on-island hosting provided by Martim Noronha of Visit Madeira.
The just-completed familiarization trip (Jan. 27 to Feb. 1, 2026) featured an itinerary that blended refined hospitality, elevated gastronomy, cultural discovery, and soft adventure, reinforcing Madeira’s growing appeal among affluent Canadian travellers seeking authenticity paired with sophistication.
At the heart of the experience is Funchal, Madeira’s cosmopolitan capital, a city where dramatic natural beauty meets European sophistication. Madeira’s culinary scene has quietly evolved into one of the most exciting gastronomic landscapes. From vibrant farmers’ markets showcasing rare tropical fruits to refined dining rooms rooted in seasonal terroir, every table tells a story of place.
The destination is increasingly recognized for its fine dining, including Michelin-recognized restaurants where innovative chefs reinterpret Portuguese flavours with contemporary precision. Tasting menus celebrate the island’s abundance: line-caught seafood, volcanic-grown produce, and exceptional regional wines, offering the type of culinary journey sought by discerning luxury travellers.
Yet what ultimately defines Madeira is its atmosphere: discreet, welcoming, and effortlessly sophisticated. Safe, walkable, and rich in cultural life, Funchal invites visitors to slow down and engage more meaningfully with the destination, where hospitality feels deeply personal and traditions remain proudly preserved.
The itinerary blended cultural discovery with elevated culinary and outdoor experiences.
Advisors explored Funchal’s vibrant Farmers Market, visited the historic Blandy’s Madeira Wine lodge, and discovered traditional craftsmanship at the Bordal embroidery factory.
Dining at standout restaurants such as AKUA, Avista, Gazebo, and AUDAX — paired with a wine tasting at Quinta do Barbusano — highlighted the island’s evolving gastronomic reputation.
Adventure rounded out the experience, from a jeep expedition across volcanic landscapes and a guided levada walk to a catamaran outing for dolphin and whale watching along Madeira’s dramatic coastline. A traditional poncha tasting added a final touch of local flavour.
Canada continues to represent a strategic growth market for Portugal, particularly within the premium leisure segment. By investing in firsthand destination education, Visit Portugal, Visit Madeira and TAP Air Portugal aim to equip travel advisors with the insight and confidence required to convert rising interest into high-value bookings.
Ines Almeida Garrett, Director Canada for Visit Portugal, observed that: “Experiencing Madeira firsthand allows travel advisors to truly understand the destination’s depth — from its luxury accommodations and vibrant culinary scene to its extraordinary landscapes. The islands offer the kind of authentic yet elevated travel experience that resonates strongly with today’s Canadian luxury traveller.”
With seamless connectivity via Lisbon on TAP Air Portugal, Madeira is increasingly accessible for Canadians seeking a European escape that feels both exclusive and refreshingly undiscovered.
For travel advisors designing transformative journeys for their most discerning clients, the Madeira Islands are rapidly emerging as one of Europe’s most captivating luxury destinations.
For more, go to www.visitmadeira.com or www.visitportugal.com .
