Meet Jean-Pierre Pinheiro, Director of the Portuguese Tourist Office in Paris

What is the tourism trend in the destination?
Jean-Pierre Pinheiro - On the French market, Madeira recorded an increase in overnight stays of 30% in 2008 and 2009, putting the destination in second place after Lisbon in this respect. However, this growth was not confirmed in 2010, with one of the first falls recorded for a very long time. It's true that the year was atypical, with the Icelandic volcano penalising the destination in high season. But 2011 has seen a very encouraging recovery, thanks in particular to direct services from Sata Internacional, Aigle Azur and Transavia, not to mention the flights operated by tour operators.

Is the share of the incentive market significant?
J.-P. P. - Estimated at less than 3 %, it is still low compared to the leisure or spa and wellness segments. But, in my opinion, these figures are underestimates. All you have to do is ask the island's specialist agencies, some of which make a living from it.

What are Madeira's strengths in this segment?
J.-P. P. - The archipelago boasts top-quality infrastructures, suitable for large groups thanks to its high-capacity hotels and conference and seminar facilities, as well as smaller hotels for more intimate meetings, notably the famous Quintas da Madeira, old mansions surrounded by lush gardens. The island's natural features also make it an ideal setting for incentive operations, with a multitude of possibilities for fun and sporting activities.

Madeira has many service providers who know how to offer original activities linked to the mountains or the ocean. Another important factor for companies is that the destination, just 3 hours 30 minutes from France, offers a complete change of scenery. It's a really good option when you're looking for tropical exoticism, quality of service and safety.

What are the main areas of development for tourism in Madeira?
J.-P. P. - The National Strategic Tourism Plan (PENT) focuses on the cultural and landscape tourism groups, as well as the Sun and Sea and Nature products. But Madeira is also seeking to reduce seasonality by promoting business tourism. In addition, the National Initiative PT programme is helping airlines to open or strengthen direct routes, which are essential for developing tourist flows.