RTP Madeira Interview on 28 Jan. 2026 Features Consultant Paulo Brehm
Madeira should rethink how tourism develops on the island, according to Paulo Brehm, a sustainability consultant who spoke with RTP Madeira on Jan. 27, 2026. In the 2-minute report, Brehm warned that current tourism patterns concentrate visitors in the same locations, placing long-term pressure on the destination.
His comments come at a time when hotel occupancy and average prices remain high, raising questions about whether the current model can remain viable over the next decade.
Paulo Brehm Points to Apps Used Abroad to Reduce Visitor Concentration
Brehm said Madeira could follow the example of other countries that use mobile applications to direct tourists toward areas with lower visitor numbers. These tools, he argued, help manage flows without limiting access to the destination itself.
By steering visitors away from crowded locations, such systems could reduce pressure on popular sites while opening opportunities for less-visited parts of the island.
Consultant Says Hotels Must Share Responsibility Beyond Tour Operators
According to Brehm, responsibility for tourism management does not rest only with travel agencies or tour operators. Hotels also play a central role, particularly through pricing and sales strategies.
Today it is very good to have fantastic occupancy and strong averages, selling very well (…) But we have to think about what will happen in 10 years if we are destroying that line of appeal
Paulo Brehm, RTP Madeira
He added that pricing decisions can influence when and where tourists concentrate, creating peaks that strain infrastructure.
Call for Sustainability Debate Outside Day-to-Day Politics
Brehm argued that Madeira needs a serious discussion about tourism sustainability that takes place outside the political sphere. Short-term decisions driven by immediate results, he said, risk weakening the destination over time.
Such a debate should focus on long-term planning, rather than on electoral or commercial pressure.
Paulo Brehm Stresses Residents Must Be Heard Before Decisions
Listening to residents is essential, Brehm said, warning against top-down decision-making. He argued that local people should be represented in forums where tourism strategy is discussed before policies are adopted. He emphasized that residents live with the direct effects of tourism.
It makes no sense to claim all the knowledge and decide what is right without listening to residents.
Trail Fees Renew Debate Over €25–€30 Regional Tourist Tax
The introduction of new fees on hiking trails has caused controversy and reopened debate about a single regional tourist tax. Brehm noted that some continue to defend one higher fee — between €25 and €30 per visitor - paid on arrival and excluding residents.
Paulo Brehm argues such a system could raise between €20 million and €30 million. Combined with additional government funds, this revenue could support regulation, infrastructure investment, and ongoing maintenance.
Funchal Business Association Previously Supported Single Revenue Model
The proposal for a unified tourism revenue stream was defended several years ago by the Commercial and Industrial Association of Funchal. The group argued that a single source of funding would help manage and promote Destination Madeira more effectively.
Brehm’s comments suggest that as tourism pressure increases, earlier ideas are returning to the center of the policy discussion - now framed more clearly around sustainability and long-term planning.
Source: RTP Madeira
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