What words or phrases pop into your head when you hear Madeira, Portugal? That was the first question posed to a conference room of travel agents and travel journalists during a focus group last Friday in Philadelphia. I was asked to participate in the focus group, designed to gain intelligence and research on American travel habits and perceptions of Madeira, a Portuguese island. I’m curious as to what you would answer when posed that same question?

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I loved hearing the others’ perspectives, and it was interesting to hear from travel agents and advisors as they offered keen insight, particularly into the travel habits of Philadelphians. It is always fascinating to hear people’s takes on best approaches to marketing, especially in this age of social media, technology, unique tactics and ever-evolving approaches.

The focus groups were held in eight U.S. cities, all with direct service to Lisbon, Portugal. While there isn’t currently direct service to Madeira from the United States, flights are frequent and easy between Lisbon and the island, and 50 percent of the hotels on the island are 4- or 5-star.

I’ve yet to visit Madeira, but from the videos and stills shown throughout the focus group, it’s an exquisitely beautiful place with lots of outdoor adventure. It’s the perfect destination for our upcoming Green Issue, publishing in April. We invite you to check out our Friends & Family: Madeira article, available April 1, to learn more about the island. Or better yet, start planning your trip in order to experience its beauty firsthand.

— Kim Krol, editor in chief