The Levada Walks in Madeira Island at the Intersection of Nature and Active Tourism

Abstract

In this paper we analyze the development prospects of the tourism industry based on the “Levadas”, which is one of the ex-libris of the Madeira Island along with New Year’s Eve fireworks. While most visitors are still pleased by the tourism experience, recent data released by the local Statistical Tourism Office highlights the increasing difficulties face by the destination to achieve acceptable growth rates. This study is based on a survey of 150 visitors interested in “levadas”, which are a network of irrigation channel or aqueduct unique to the island of Madeira. Even most visitors share a rather positive image of the island, because of the beautiful landscapes a mild clima, a few weakness were identified namely the predominance of a passive attitude towards the holiday experience. Our results suggest a number of operational improvements based on better information about the cultural aspects of the “Levadas”. However, the findings of this research project points to the key role to be played by the sector in terms of the introduction of new products and functionalities matching visitors expectations and needs.