More Than 1.15 Million Overnight Stays Registered in May
In May 2025, the Autonomous Region of Madeira welcomed 235,700 guests who spent a total of 1,152,700 nights in tourist accommodation. That is an annual rise of 8.4% in the number of guests and 7.8% in total overnight stays. Hotels were still the most common choice, accounting for 67% of all stays.
However, Alojamento Local (AL) - which includes short-term rentals - made up more than 30% of the total and increased by 19.3% in overnight stays, compared to May of the previous year.
In May 2025, total revenue and lodging revenue recorded year-on-year increases of 21.1% and 21.3%, respectively, reaching €85.2 million and €61.1 million.
National Statistics Adjust Method of Data Release
Starting in 2025, Madeira’s Regional Directorate of Statistics (DREM) and the National Statistics Institute (INE) are now releasing tourism data for each month at the end of the following month. This is a change from previous years, when some figures - such as income and room occupancy rates - were only published 45 days after the reference period. Now, all main data are released together and are considered preliminary. DREM continues to report figures that include all types of Alojamento Local, while the INE excludes those with fewer than 10 beds. This means Madeira’s total guest and stay figures are usually higher than those published nationally.
Local and Rural Tourism Show Different Growth Rates
In addition to hotels and Alojamento Local, rural tourism made up a small part of the market, representing just 2.4% of overnight stays in May. Still, rural stays rose 6.8% compared to the same month last year. The average stay in tourist accommodation in Madeira was 4.44 nights, slightly down from 4.48 nights in May 2024. Hotels had the longest average stay at 4.56 nights, while guests in rural tourism stayed for an average of 3.48 nights.
Income from Tourism Continues to Rise
Tourism-related revenue in Madeira showed strong yearly growth. Total revenue reached €85.2 million in May, up 21.1% from May 2024. Revenue from lodging alone was €61.1 million, a 21.3% increase. Across Portugal, these values also went up, but at a slower rate (8.7% total and 8.9% from lodging).
The average income per available room (RevPAR) was €108.13, up 18.5% from the previous year. The average price per room used (ADR) also increased to €130.89, a rise of 17.1%. These values do not include Alojamento Local with fewer than 10 beds.
Germany and Portugal Lead as Tourist Sources
The ten main source countries represented 82.9% of all overnight stays in May. Germany remained the top market, despite a decline of 4.5%. Portugal moved into second place with a significant increase of 45.7%, likely influenced by the popular Flower Festival in May. The United Kingdom came next, with a 1% increase, followed by France and Poland. The French market dropped by 10.1%, while Poland grew by 20.8%.
Between January and May 2025, Madeira recorded 934,100 guests and more than 4.8 million overnight stays, both up by more than 7% compared to the same period in 2024. Revenue for the first five months reached €322 million, with lodging revenue alone at €230.3 million—annual increases of 21% and 22.7%, respectively.
Madeira Tourism in May 2025 - Key Facts
1.15 million overnight stays in May 2025.
235,700 guests in May 2025.
Guests increased 8.4% year-over-year.
Overnight stays grew 7.8% year-over-year.
Hotels accounted for 67% of stays.
Alojamento Local (AL) made up 30.6% of stays, growing 19.3%.
Rural tourism represented 2.4% of stays, up 6.8%.
Since 2025, DREM and INE release monthly tourism data together at the end of the following month; DREM includes all AL, INE excludes AL with fewer than 10 beds.
Average stay in May 2025 was 4.44 nights (slightly down from 4.48).
Hotel average stay was 4.56 nights; rural tourism averaged 3.48 nights.
Total tourism revenue in May was €85.2 million (+21.1%).
Lodging revenue reached €61.1 million (+21.3%).
Portugal’s national revenue growth was slower: +8.7% total, +8.9% lodging.
RevPAR was €108.13 (+18.5%) and ADR €130.89 (+17.1%) excluding AL under 10 beds.
Top 10 source markets accounted for 82.9% of overnight stays.
Germany was the largest market (-4.5%), Portugal second (+45.7%), UK third (+1.0%), France fourth (-10.1%), Poland fifth (+20.8%).
From Jan-May 2025, 934,100 guests and over 4.8 million overnight stays, up 7.8% and 8.3%.
Revenue Jan-May 2025 totaled €322 million (+21%) with lodging revenue at €230.3 million (+22.7%).
Source: DREM
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