How to attract more young tourists to Madeira Island? A case study on the brand image of a tourism destination

Abstract

The youth travel segment is experiencing rapid growth which creates socio-economic opportunities for local communities and the overall tourism sector. Although Madeira Island has a long tradition in tourism, it is not yet attracting this segment. The purpose of this Work Project is to analyse the causes contributing tothe lack of young tourists visiting Madeira and propose recommendations towards mitigating its effects.To attain this, research was conducted on Madeira’s tourism sector, the branding and promotion of the destination as well as on the different images young tourists have of Madeira Island.