The Madeira Golf Passport has entered a new phase after its new brand identity was launched at the International Golf Travel Market 2026 (IGTM) – the world’s largest golf tourism convention.

More than a visual update, the rebrand represents a strategic evolution of the product and its positioning, reinforcing the ambition to establish Madeira as a leading international golf destination.

The new identity focuses on the motto “Play. Discover. Connect.”, which will become the central theme of the brand’s communications. It captures an offer that goes beyond playing golf: enjoying outstanding courses, discovering a landscape shaped by nature and the Atlantic, and forming a deeper connection with Madeiran culture, hospitality and way of life.

The Madeira Golf Passport brings together the golf offerings of Palheiro Golf, Clube de Golf Santo da Serra and Porto Santo Golf, giving international visitors simple and flexible access to the different courses. The Ponta do Pargo course, which is currently under development, is expected to join the offer in 2027, further strengthening Madeira’s capacity and international profile as a golf destination.

The rebrand also aims to broaden the Madeira Golf Passport’s story beyond the fairway. Under the “Beyond Golf” concept, the new strategy brings greater prominence to nature, gastronomy, wellness, accommodation, landscapes and experiences available on both Madeira and Porto Santo. The aim is to position the product not only as a way to access the courses, but also as a gateway to a complete travel destination experience.

The new visual identity reflects this evolution in positioning. The logo draws on several elements associated with the brand: the shape of a golf ball on a tee, the connection between the courses, the letter “M” for Madeira and, subtly, the letter “P”, evoking the ideas of a passport, movement and discovery. The combination of green and blue tones, in turn, conveys the relationship between golf, nature, land and ocean.

The launch of the new brand is being accompanied by a refreshed presence across multiple channels, including the website, social media, partner communications and public relations activities. The new digital ecosystem is expected to take a more user-focused and conversion-oriented approach, presenting Madeira as a complete golf destination rather than simply a product for booking rounds of golf.

The rebrand is part of a broader strategy to enhance and globalise Madeira’s golf offering, with a particular focus on markets such as the United Kingdom, Germany, the Nordic countries and France, while also recognising the importance of other markets, including mainland Portugal, the Benelux countries and the United States.

With its new identity, the Madeira Golf Passport aims to establish itself as a premium golf tourism brand, bringing together the quality of its courses, the distinctive character of the landscape and a unique destination experience under one proposition.

Explore more at Madeira Golf Passport: madeiragolfpassport.com

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Information for journalists

About Madeira. Belongs to all

• Madeira. Belongs to all is the consumer-facing brand of the Madeira Promotion Bureau, which aims to promote Madeira as a tourist destination to consumers and the travel trade.
• Madeira, otherwise known as ‘the islands of eternal spring' it covers 740km² and has a population of only 260,000. On the same latitude as Morocco, the Atlantic archipelago has a sub-tropical climate, a rich volcanic soil and a unique eco-system. It is one of the only places in the planet where banana trees grow next to vineyards.
• Located approximately 1,000km from the European mainland - and just 500km from the African continent - Madeira enjoys an amazingly mild climate, ranging from 25°c in the summer to 17°c in the winter, with very mild average temperatures and moderate humidity.
• In 1999, Madeira's indigenous forest, the Laurissilva, was declared a UNESCO Natural World Heritage Site. The Madeira Natural Park is a protected area that covers around two-thirds of Madeira Island's territory, equivalent to 67 per cent of its surface.
• The Madeira Golf Passport costs €310 and offers three rounds of golf at either Clube de Golf Santo da Serra or Palheiro Golf. Plus, the courses will supply complimentary transfers to and from the hotel. Additional rounds, including a day at Porto Santo Golfe, can be provided for an upcharge.

For high-resolution imagery, please visit tinyurl.com/mr39hpu8

For more information on Madeira visit madeiraeverythingyouareinto.visitmadeira.com

For media enquiries, please contact Pete Simm on +44 (0)1730 711920 or email petes@theazaleagroup.com