In case you missed it, a small Portuguese archipelago in the North Atlantic Ocean has been named the top trending travel destination of 2026 in TripAdvisor’s annual Travellers’ Choice Awards: Madeira.
This volcanic island has captured the hearts of visitors since the 1850s when the first tourist guide to Madeira appeared, but as modern travelers look beyond well-known destinations and tourist paths, Madeira has found a new and rapidly-growing audience in recent years. I took a trip there and realized why this magical island was connecting with so many people – and what it reveals about current travel trends.
Why is Madeira a top trending travel destination?
I visited Madeira in September 2025 and spent a week exploring as much as I could. After reflecting on both the reasons that made me go and what I experienced while I was there, it’s clear why Madeira has been skyrocketing in popularity over the last five years — the ever-evolving needs and wants of travelers appear to be neatly wrapped up in this Portuguese island.
Connecting with nature has been gradually rising on travelers’ priorities. Airbnb’s travel trends report for 2025 found that “demand is soaring for mountain towns and rugged coastlines that offer real adventure”, and that’s Madeira in a nutshell. Its beautiful natural environment is ripe for exploring whether that’s through dense ancestral forests, towering mountain peaks, or the island’s famous levadas (aqueducts that have become hiking routes through the hills). Small towns dot the coastline and are peppered throughout the island’s famously winding, rugged roads.
Madeira also encourages ‘JOMO’ (joy of missing out), a trend where travelers prioritize making their own way off the beaten track and avoiding the crowds of busier destinations. With its impressive trails, craggy coastline and opportunity to find hidden gems, Madeira is simultaneously safe and accessible, while also full of adventure.
It’s a far cry from a city break, but that’s exactly why it’s so popular. Where else can you hike to the top of a mountain for sunrise, swim among the crashing waves of the Atlantic in natural pools, relax at a winery, stroll through tropical botanic gardens, and go whale watching all in one day? Not forgetting smaller attractions like the banana museum (yes, really), colorful fruit markets of Funchal’s old town, and the unique 19th century tradition of tobogganing down the mountain, to name just a few.
Its balmy climate is yet one more notch in Madeira’s belt. Known as the ‘island of eternal spring’, it benefits from a temperate year-round climate with average temperatures of 19°C (66°F) in winter and 30ºC (86ºF) in the summer. While there’s a higher chance of rain during the winter months, even its off-season is incredibly mild compared to much of Europe thanks to its latitude, which is 805 km (500 miles) southwest of mainland Portugal.
So yes, there’s no doubt that Madeira is worthy of the hype.
How Madeira has changed
TripAdvisor describes Madeira as an ‘under-the-radar island’, but locals (and travelers like me) might disagree. With a 17% increase in flight capacity for UK travelers between March 2025 and March 2026 and increased routes across Europe, it’s now easier than ever to get to this once-remote destination.
With a finite amount of space and delicate natural ecosystems, the island is putting measures in place to deal with the increase in visitors.
Madeira’s natural beauty is a huge draw, but a sudden influx of tourists is endangering the very thing that brought them there. As of early 2026, the otherworldly Fanal Forest, one of Europe’s last remaining subtropical laurel forests, is now fenced off and requires paid entry. The barriers were built to protect the fragile root systems and trees themselves from the trampling of mass tourism, but the magic of this once fairytale area has dimmed.
Access and fees for Madeira’s hiking routes are also changing. In early 2025 entry fees were announced across 30 different trails, which previously applied to just 7. As of 2026 that fee is increasing from €3 to €4.50, with caps on visitor numbers being brought in through a booking system — all hikers, including residents and those under 12 years of age, will now have to book a 30-minute entry window, of which there are a limited number (residents do not have to pay, however).
This is to spread out the arrival of walkers throughout the day, minimizing congestion and directing funds towards maintenance and conservation of the levadas and trails.
None of these are necessarily negative developments; similar implementations are being seen across the globe, from Hawaii’s Green Fee to Greece’s Climate Resilience Fee. Madeira’s hiking trails are one of its main draws, and the sheer number of tourists requires upkeep and preservation (particularly after the 2024 wildfires, which closed a number of trails). But what it does mean is that greater planning is involved in visiting an island which is still figuring out how best to deal with its newfound fame. It’s worth considering that its most popular year might not be the best time to go to this top trending travel destination.
I’m certainly not saying don’t go to Madeira – I’m saying maybe it’s best not to go right now. Madeira is one of the most incredible places I’ve visited and tourism is a vital industry there, but becoming a viral or top trending travel destination can put pressure on local people, services and the environment. If you don’t want to visit Madeira during what looks set to be its busiest year, here are some alternatives that still capture its spirit.
Consider these destinations instead (for now)
It’s impossible to promise a like-for-like swap for Madeira — after all, it’s a volcanic island with a unique European character off the northwest coast of Africa. But much of what is drawing people to Madeira can be found in other destinations, whether that’s stunning natural beauty, gorgeous coastlines, hiking trails or exploring off the beaten path. These options are more accessible and currently have better-equipped infrastructure to deal with visitors.
These are also destinations you can visit as part of a guided tour with Trafalgar, confident in the knowledge that the combination of intentional travel, authentic experiences and Local Specialists mean you’re leaving each destination better than when you found it. Trafalgar’s MAKE TRAVEL MATTER® Experiences are assessed against a robust set of criteria directly tied to the United Nations Sustainable Development Goals (SDGs), chosen with great care based on their positive social or environmental impact – and there’s one on every tour.
Plus, you have guaranteed accommodation and a spread of incredible experiences that have been expertly curated to give you an authentic picture of each place. Forget waiting in line, booking tickets or restaurants – your itinerary has everything taken care of, with dedicated Travel Directors to support with any extra queries or requests.
Scotland
Swap poncha for whisky on a trip to the Isle of Skye. The Hebridean island’s famed Cuillin hills provide ample trails and elevation for those still wanting a hike with a view from the top, while the beautiful Fairy Pools offer a spectacular place for a swim (if you’re brave enough). Scotland isn’t famed for its weather, but the sweeping landscapes are made all the more dramatic by a spot of rain or descending mist – and when the sun does come out, it’s all the more magical.
Iceland
Madeira is a volcanic island, but Iceland offers greater chance to see volcanic activity in action along with waterfalls, glaciers and lava fields – all of which you can spot when you travel to the Snæfellsnes Peninsula with us. These sea-swept landscapes show the incredible range of Iceland’s unique geography all in one place (it’s fondly known as ‘Iceland in miniature’). Watch for seals basking on black sand beaches and admire the fairy-tale mountain of Kirkjufell that rises like a spire beside the sea.
On the same trip, feel the heat of the volcanic activity beneath the earth’s surface at the geothermal lagoon surrounded by lava fields – full of minerals and wonderfully relaxing, legend has it these steaming waters have healing powers.
Albania
The Albanian Riviera, a stretch of crystal coastline which stretches from Vlorë to Ksamil, may well be on its way to being a top trending travel destination – but do it right and it’s relatively quiet compared with other popular European destinations. With us, your coastal day in the Riviera starts in Vlorë for a day exploring with your Local Specialist. Soak up the charm of the charming coastal town of Himarë, and take a dip in the crystal waters of Spile beach, and indulge in the local specialties – ordering fresh local seafood here is a must.
Hawai’i
Madeira has been dubbed the ‘Hawai’i of Europe’ (mainly on social media, though locals aren’t particularly fond of the comparison) but particularly for American travelers, it might make more sense to visit the real deal – not only is it closer to home and decreases your air mileage, but it’s full of its own unique culture, natural beauty and gorgeous beaches.
When you travel with us you’ll cover all corners of the Hawaiian islands, from Waikiki’s UNESCO Hawaii Volcanoes National Park and Punalu’u Beach Park turtles, to the giant manta rays on the Kona shores and Maui’s dormant volcanoes, black sand beaches and whale watching. You’ll even meet the locals who run Kona Salt Farm, learning their craft and how it’s unique to the Hawaiian ocean.
Croatia
Croatia’s Plitviče National Park boasts over 90 cascades and waterfalls – so if dramatic scenery is something you’re after on vacation, Croatia certainly delivers. With Trafalgar you’ll explore it in depth with a guided walking tour of one of the oldest and largest national parks in the country. Admire views of the canyon before heading down into the canyon to Kozjek Lake with a Local Specialist, who will reveal how these beautiful lakes, caves and waterfalls have been shaped over thousands of years and remain pristine for generations to come.
This UNESCO-listed protected area is home to bears, wolves and many rare bird species. Your visit directly supports United Nations Sustainable Development Goals 14 & 15: Life Below Water & Life on your Land.
What do you think of this year’s top trending travel destination? Let us know in the comments.