We live on Kauai. Hawaii is home. So when another island keeps getting compared to Hawaii, we can’t help but pay attention. Recently, the island of Madeira (aka the Hawaii of Europe) was ranked the No. 1 Trending Destination in the World for 2026 by TripAdvisor and received Europe’s Leading Island Destination 2025 from the World Travel Awards.
We also ventured to Madeira last year, walking levada trails, eating in neighborhood snack bars, driving roads that make parts of Kauai feel tame, and paying close attention to what travelers actually experience once they arrive and what the trip really costs on the ground.
This is not a theoretical comparison or a recycled press release. It is firsthand reporting about an island destination that keeps winning accolades. We wanted to know why. And we wanted to know how this tiny island off the coast of North Africa could handle this onslaught of tourism without becoming jaded.
After that, the rankings almost feel beside the point. Madeira keeps surfacing because travelers keep talking about it, returning to it, and recommending it to others. The buzz does not come from a single list or award. It comes from repetition. The same island keeps showing up in the same conversations, year after year, while Hawaii increasingly does not. That compelled us to visit and report back.
What matters more than the trophies is that this has been going on for a decade. At some point, it stops being novel and starts demanding explanation. Not because Madeira is better than Hawaii in some abstract way, but because it seems to be achieving something Hawaii is struggling with right now.
What we kept noticing on Madeira was not a single standout moment or attraction. It was how little friction there was between planning to be there and actually being there. Getting around was straightforward. Parking was a challenge, but usually functional despite overtourism. Trails were very busy but not yet entirely chaotic. Restaurants felt very used, but adequately staffed, and not quite overwhelmed. Prices felt very reasonable everywhere, rather than punitive. None of it was flawless, but very little of it felt over-complicated.
The entire experience stood out because it is increasingly rare in today’s travel world, just in relation to Hawaii. Many destinations that succeed in attracting visitors eventually start pushing back, sometimes subtly and sometimes loudly. And we’ll be visiting more of those in 2026 to share more contrasts and learn about managing overtourism.
Madeira has not avoided pressure or notoriety. Flights are full. Roads are very crowded in places. Too many cruise ships arrive daily. Yet the tone has not shifted toward exhaustion or frustration, as Hawaii’s often does.
We heard that difference repeatedly, not just from officials or tourism campaigns, but from residents. Conversations were frank, sometimes critical of mass tourism, but rarely resentful. Tourism was treated as something Madeira must manage, not something to endure or eliminate. That distinction struck us more than any award ever could.
Cost plays into this in a way that Hawaii travelers will immediately recognize. Madeira is not just reasonable, it still feels fair. Visitors are not yet constantly reminded of what they are paying for or what they are not allowed to do. Fees exist, but they do not dominate the experience. The trip does not feel like a series of costly transactions layered on top of scenery.
The balance is fragile, not unlike Hawaii. Madeira is already testing its limits, and there are signs of strain if you look closely enough, which we did. But for now, it has managed to hold onto something Hawaii has struggled to keep. It still feels welcoming without feeling exploited. Busy yet not completely overwhelmed. Popular without feeling burned out.
That is the comparison worth paying attention to. Not about winning another ranking. Or which island looks better in photos. But which place still feels demonstrably like it wants you there, even as more people keep coming.
And once you notice that difference on the ground, it becomes hard to forget it now back home in Hawaii.
Hawaii wins the flight, then loses on many other points.
Here is the paradox that makes these rankings sting. A February 2026 round-trip flight from Los Angeles to Maui can be found for about $297. It is nonstop and takes roughly six hours. A flight from Los Angeles to Madeira costs about $486, requires two stops, and takes about 19 hours.
By every practical measure, Hawaii should win this comparison on access alone among visitors from North America. Hawaii is cheaper to reach and dramatically easier to get to and be in. That should matter a lot to travelers, and it still does.
But then you land on the runway overlooking the Atlantic off the coast of Africa, and much of that advantage evaporates fast.
Where Hawaii loses is the moment you start spending money.
In Madeira, we routinely paid $15 to $20 per person for dinner at small, family-run restaurants. These are not compromised meals or stripped-down experiences. They are full plates, local wine included, served in places where residents actually eat alongside visitors.
In Hawaii, comparable dinners now start at $40 per person, if you are lucky, and climb quickly. For many visitors, $75 or more is no longer unusual once tax and tip are added. That gap is not subtle, and it repeats itself across nearly every category of daily spending. In Madeira, tipping is not expected, and tax is included in the price.
Accommodation tells the very same story. In Madeira, we stayed in a well-located apartment in Funchal with a full kitchen and water view for less than $100 per night. In Hawaii, similar accommodations routinely run $300 (again, if you are lucky) or more per night, often before resort fees, cleaning fees, 19% tax, and assorted add-ons are factored in.
Groceries in Madeira cost roughly one-third as much as in Hawaii. Rental cars, when needed, were also far less expensive and straightforward. Even simple conveniences like espresso or pastries never triggered the consternation that has become second nature for Hawaii visitors.
Access is important, too, and Madeira has not locked things down.
Hiking is one of Madeira’s biggest draws, and access remains relatively straightforward. Popular levada trails charge a modest €3 fee, and reservations are generally not required. Trails feel maintained, viewpoints are developed, and basic infrastructure like restrooms and parking is consistently present.
Hawaii faces similar pressures, but the response has increasingly been permits, timed entry, shuttle systems, and closures rather than improved infrastructure. Some of that is understandable given environmental strain and visitor volume. Madeira faces the same growing pressures, too. The difference is that Madeira has not made the experience feel adversarial or exhausting to plan, at least not yet.
We have already covered these contrasts in depth, including how Madeira feels like Kauai decades ago, what the “Hawaii of Europe” label gets right and wrong, and the startling similarities and differences that only become obvious once you are on the ground. Those earlier pieces do the heavy lifting on the place and our experiences. This one is about what the numbers say now in light of the latest awards.
What Madeira gets right, and what it still lacks.
Madeira works because it does not price normal travelers out of daily life. It still feels possible to arrive, explore, eat well, and move around without feeling like every decision requires financial planning.
It also has limits. There are simply no sandy beaches to speak of. The weather is decidedly not as tropical as Hawaii. There is no Hawaiian culture or history to engage with. The travel day from the mainland U.S. is very long and inconvenient, and that matters more to Americans than it does to Europeans, who can reach the island in just a few hours.
Hawaii should win this comparison on experience, access, and emotional pull. The fact that it does not win the awards says far more about how Hawaii is handling tourism than about Madeira’s appeal.
The rankings are just a symptom, not the cause.
The world is not choosing Madeira because it is “better than Hawaii.” It is choosing Madeira because Hawaii has become so expensive that even a 19-hour journey to the Atlantic feels like a reasonable tradeoff.
These rankings are not an insult to Hawaii. But they are a signal. Travelers see what Hawaii costs once they arrive, and they are voting with their attention, their wallets, and their willingness to return. The lists simply reflect that startling reality.
The harder question is whether Hawaii’s tourism industry is paying attention, or whether this is just another ranking that gets dismissed by them while the underlying visitor costs keep getting worse. Visitors have already noticed the extreme difference. And the world clearly has too.
Have you considered a trip to Madeira?
All Photos by Beat of Hawaii.
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Living on the west coast chances of me visiting Madeira are as good as me visiting Mars. If I lived on the east coast it would be a different thing, but living out west we can’t beat that short 5 hour flight to paradise.
I love that each Hawaiian island has it’s own vibe, we’re booked for BI in May and Maui for October, each trip is a different experience.
Maui is beautiful in October. Great weather and not many tourists until November!
How can you compare Hawaii to another island that has no beaches? Ridiculous
LOL. My point exactly. Reminds me of those lists such as “Top 10 best countries to retire” that are poor, crime ridden, dirty, and with marginal access to quality healthcare, so great that even their own citizens don’t want to live there, but they’re soooo cheap. Of course they are. The price and the value are anything but synonymous.
Madeira does not fall into any of those categories, period. Do some research.
I very well know it doesn’t, but was making an analogy with comparisons between Madeira and Hawaii and similar ‘Best of…” where cost is the primary factor. In any beach and climate contest Madeira loses big time. Two main reasons to pick Hawaii anx day of the year, regardless of the difference in cost or some other issues that bother many visitors.
There are definitely beaches in Madeira including Seixal Beach, famous for its stunning black volcanic sand (somewhat similar to Black Beach in Hana), stunning lava pools where seawater fills volcanic rock formations, providing safe swimming. Then they have a golden sand beaches, although sand was imported …(just like Waikiki). If I was still living in Europe or the East Coast, I would probably visit, but I live on Maui now.
But the taxes and homeless are out of control.
Not sure what type of taxes or which location or you are talking about or where you live ….more info?
I lived in Hawaii for 15 years and loved it but I’ve seen Hawaii become more and more expensive. Traffic is unpredictable, road construction or repair seems to take forever, and tourists are treated like money withdrawals. I can remember using Hanauma Bay for free, hiking out to toilet bowl (in the late 70s), going to the Pali, eating at reasonable rates in Haleiwa. Now Hanauma Bay is $7 for locals, $24 for tourists, you need to buy tickets beforehand, no access to toilet bowl, Pali parking is not longer free for tourists, old restaurants in Haleiwa have been torn down and replaced with more expensive dining, road construction/maintenance takes forevre it seems with the resultant traffic nightmares.
As a resident of O’ahu, I highly encourage Everyone to go there instead. Please do!
Madeira will, in a very short time, experience the tourism fatigue that Hawaii has and the people who live there will find their island hard to live on.
and then the resentment sets in…..
It’s a matter of time. Today’s tourist is a wrecking ball full of overcrowding, selfies, ignorance, entitled attitudes and over-expectation.
I can only speak for me and my family but I promise you, we are cool with people traveling somewhere else for a while.
Let Hawaii Recover.
“It feels like many of the challenges we face in Hawaii (specifically Maui) stem from a lack of effective leadership and planning. This ripple effect impacts everyone, and it’s frustrating when the primary solution seems to be adding new taxes or fees. I believe we’d see better results if we prioritized long-term governance over short-term revenue hikes.
The efforts at policy change have not been well thought out (as displayed by Bill 9) and has done and will continue to do more harm than good. The only good thing has resulted from it is lower priced Condos for mainlanders to buy as a vacation home. Well Done Maui.
Essentials like food and housing (hotels) are Way to expensive in the US. I’m currently away in Bonaire instead of Hawaii like I usually would, and it’s not the cheapest place, but my 4 star hotel was $770 for the week and beers are $2.50. You’d have to be insane to vacation in the US even Florida costs Way too much for what it is…
How’s the medical situation there? How’s the banks? How’s the sanitation infrastructure? This article paints a Hawaii in the 70’s. Tourists will kill it. Pollution, crime, crowding, the regular playbook. Do madeira a favor and visit friends and family on the mainland next year.
Hawaii’s “Alo-haul your as_ back to where you came from!”, has been duly noted.
The top tier prices for second rate meals and understaffed service had us making a carefully considered grocery list and eating in, not out.
Many locals are struggling to make ends meet and some are planning to move off island. These circumstances are found everywhere on the planet but Hawaii’s are more extreme.
The people, businesses and establishments that seem to be impervious to the erosion of aloha and are thriving will keep us coming back, but I worry for the long term direction of tourism and being welcome in Hawaii. We are going to have to work harder and smarter to dodge the negatives and contribute to Hawaii we want to see and be part of in the future.
What was good, the local DMV was nearly empty but still proficiently staffed, 10 minutes total time! An excellent restaurant at a secret location where Walua Road branches off of Ali’i Drive that opened on our last visit is thriving!
we have been going to Hawaii for a while now and stay in Honolulu and find the prices at restaurants near our hotel, Chinatown, Nico’s, Al Moana area very reasonable and we enjoy the sandy beaches. We’re from Oregon and prefer to fly Hawaiian Air. Also our son is a Tug Boat Captain for Young Bros. and has years of experience in the islands and is based on pier 21 close to where we stay. When he is in port we get together and experience some of the great restaurants and sites locally. We walk when we can and take the Bus when we can’t. We have Portuguese born friends who have been to Madeira and they do rave about it. Azores might be a trip for us in the future, but for us Hawaii feels right.
I astounded that none of the authors or commentators have mentioned that the Portuguese in Hawaii immigrated from Maderia and the Azores. They brought maladadas, sweet bread and ukulele”s to Hawaii. I was looking gor some cultural connections in your article, which are sadly lacking.
Hi John.
You may have missed the related articles we published on visiting Madeira. All of that and more is included.
Aloha.
Aloha John, I commented about connection in history about Madeira and Hawaii, but it’s hard to find now, as it might have been my response to one particular person ….yes, definitely a connection between Portugal (especially Madeira) and Hawaii …I live on Maui and found it fascinating when I found out how people from Portugal, Mexico, Puerto Rico, the Phylippines & others arrived here by boat!
Madeira just popped up on our travel list as some friends were there last year. But when we plan our travels, time to get there is not considered. We are from the mid-west and every direction takes time. We value on the ground vacation time. We did Asia last Aug. Long flight, but once on the ground, the time to get there never came to mind. Only Hawaii gouges the tourists. No other place we’ve been is as bad as Hawaii. And we love Hawaii! If people are thinking of Asia, try the Peninsula Hotel in Manila. Nothing in Hawaii compares. But be prepared to spend $275 a night…for a suite. Safe travels to all.
Lived in Hawaii, two of my children still live in Hawaii. I love Hawaii. But, I will retire to Madeira, for all the reasons mentioned.
I have been to Hawaii (Big Island), Kauai, Maui, and Oahu multiple times over 36 years, most recently May 2024 splitting my stay between hotels and a B&B. My average rooming cost was $750 per night. I too am looking to visit the Azores and Canary Islands. I live in Florida. It’s closer and a 12 hour trip with 2 stops. A real alternative for me. What got me on my last visit to Hawaii was the never ending taxes and rising costs like $50 self parking fee, $25 plus tip for 6 chicken wings, $250 + per day in hotel resort fees and taxes. Were it not for daily excursions to local food trucks we could not justify the daily expense. Don’t get me wrong, I can afford it. It’s just that you feel price gouged every step of the way. I am presently in Puerto Rico with my family (11 of us) as we own a 2nd home here. We have traveled to many of the Caribbean, Mediterranean, and Greek Islands. All less costly than Hawaii, and honestly more welcoming. We have choices. Do you want us to return?
1) Worldwide demand to visit Hawaii is far higher than Madeira. Weather, beaches, hotels, multiple island destinations, etc. More visitors going to Madeira would only help Hawaii’s overcrowdedness.
2) Physical isolation from the mainland and the cost of shipping/goods/food/energy/etc. is far greater for Hawaii. People contemplating visiting Hawaii have few alternatives, unlike Madeira. Again, less demand for Madeira.
3) The Jones Act makes every physical good in Hawaii cost more than it should. But fixing that means wading into politics.
4) Land use restrictions in Hawaii are far higher than Madeira, something that could actually be addressed, but with 1) and 2), even that would not be a permanent solution. And skyrocketing property costs are the largest contributor to the cost of living here.
5) Hawaii was an independent nation overthrown by the US, while Madeira was settled by the Portuguese. Understandably, Hawaiians have not forgotten this, so there is tension.
If our politicians would grow backbones, they could get support for getting rid of the Jones Act. But, they are corrupt, as we all know, and doing something to actually help the people they represent is not likely to happen.
Well said and so true!
Much of Hawaii’s increased travel costs and perception challenges have been brought on by corrupt one party politicians, and the “good old boy,” “my uncle works for county,” nepotism network on every island in the state. Infrastructure problems and regulation chaos thrive when there is no accountability to speak of at the ballot box.
Just glancing at the “history of Madeira”, here are a few noteworthy insights”: Madeira became a major European sugar producer by the 15th century, using “enslaved African labor” and becoming a significant trade hub. The island served as a crucial stop for ships, gaining quasi-colonial status and British occupation during Napoleonic conflicts. And then the Portuguese arrived in Hawaii primarily as indentured laborers for the sugar plantations starting in 1878, with the first ship, the Priscilla, bringing workers from Madeira to Honolulu, beginning a large migration from the Azores, Madeira, and mainland Portugal seeking better economic opportunities and to avoid military conscription, traveling for months on long, arduous sea voyages. ”
So, interestingly, there is a definite connection between Madeira and Hawaii
Never heard of it until just now. Thanks for your article! Apparently Madeira is half the size of Kauai, in square miles of land area. That is one reason that I live on the Big Island: it’s size & diversity, & why I no longer live on Oahu nor Maui, & could never live on Kauai. “Rock Fever” is a real thing, especially on smaller islands. So visiting smaller islands is nice, but not to live there, at least for me.
No idea what you mean by “rock fever” …I have a friend who thought Kona was depressing because of the all the black rock ….Kauai is beautiful and green! I know Hilo is green, but I must say I personally prefer Kauai, although I chose to live on Maui. I think every island has diverse climates and I love all of them!
“There are simply no sandy beaches to speak of. The weather is decidedly not as tropical as Hawaii. There is no Hawaiian culture or history to engage with. ”
I lived in the South of France and loved it, but just like Portugal, you can only swim in the ocean in summer. But I am no longer a tourist in Hawaii, since I live here full time now. The 1st statement above is why there is no comparison for me.
Ditto. If there are no sandy beaches and we can’t swim there in winter, I don’t understand how it could possibly beat Hawaii as a destination to return to year after year.
In fact, your article didn’t evoke even the teensiest desire in me to go there!
I would probably visit it, if I was younger and not living on Maui …I do think it’s good to see other places. People have to decide what’s best for them. Remember that many people here don’t know how to swim …although those same people might not enjoy Madeira either because it’s mostly “cobble stone”, no Costco or drive-through (none of which I personally use), you can’t pay in US Dollars and English is not their native language! Let’s face it, most people here are from the West Coast because it’s “convenient”, even with high prices (they don’t realize they are part of the problem why everything is so expensive).
The comparison of flights varies greatly based on your tolerance for being cramped on a very long flight.
I’m in the camp that I’ll soldier through “premium” economy for 6 hours to Hawaii from the PNW. No way on a trip to Europe from here. I’m not clear on what a good name to describe the long haul wide body seats that are between economy and business class. There is no set name Delta calls it Premium Select, United calls it Premium Plus. Whatever you call it, it is between $2K and $3K a seat across the pond.
If you’re willing to sit most of a day (as in most of 24 hours) in economy, that doesn’t matter. If you buy business anyways, it also doesn’t matter. But for me the difference is huge. For a couple, that means $3 to $5K difference. Fortunately I’ve been able to tack my Europe trips onto the end of business trips so it is only airfare for my wife.
You nailed it.
Hawaii has become less welcoming and too expensive.
Of course it’s cheaper, but you get what you pay for. Comparing Madeira to Hawai’i is like comparing Motel 8 to e.g. Marriott. Neither the climate nor the natural beauties can compare. Money isn’t the answer to everything, although admittedly Hawai’i can and should improve several things. It’s still a very unique destination and one of the most beautiful on the planet.
You must never have been there to compare Madeira to Motel 8. It is high quality in every way. While the natural beauty is different and the beaches not as good, it’s other attractions and natural resources are fantastic.
If you enjoy the cold and barely swimmable ocean at the peak of the summer/fall season and scarcity of even decent, let alone great, sandy beaches, then Madeira is a great choice. Not to mention that the season last barely a few months, so a very narrow window to visit. You could easily apply the same to multiple Mediterranean destinations, such as Malta. Zero desire to go back.
Your idea is great for most people but not if you need a walker. Europe is old and the sidewalks are often just cobble stone paths to castles and other tourist places are often hard gravel. Been to many places in Europe and some related Islands. Most places are not handicapped friendly at all. Would love to be younger and able to walk anywhere but not anymore. For younger I would agree Go!
omg. Have you been to Hawaii with a walker. It’s horrible. Flip flops are typical footwear yet walking surfaces are not maintained for walking at all in many many places.
Yes every island and go to beaches on all and on Maui walk miles at Kaanapali. Some small towns are a bit difficult but are doable. went to a great beach on Big Island that was set up for walkers and even wheel chairs. All malls are easy on every Island. Often felt like being attacked to a milkshake machine in almost all of Europe and British Iles.
I would not be so quick to say that Hawaii wins the flight. A true statement if you are only thinking of departures from the West Coast of the mainland. Air travel from the eastern U.S. to Madeira can also be found for under $300 and requires less travel time than from the East Coast to Hawaii.
The statement that these recent polls/surveys “say a lot more about Hawaii” than these other locations is profoundly true, and worthy of deeper reflection about the “vibe” one feels, as one reader has stated. The changes we have experienced over 60 years are dramatic and massive. The most disappointing has been the very noticeable change in the “Aloha spirit.” It’s still in Hawaii, but it definitely doesn’t burn as brightly as it did years ago, and that’s heart breaking for us old timers who love Hawaii.
You lost me at the Urban art.
I recently stayed at royal Lahaina resort and bungalow to be met with a 667.00 resort and parking fee for 8 days.. Really.. they are money greedy!! I won’t stay there again …. That’s on top of the hotel I paid for before I arrived there..
Two comments: 1) What’s the travel comparison from the EAST Coast? We go to Hawaii too, or used to. Time & Cost? 2) The Hawaii Experience has become a Comp to visiting Walt Disney World in terms of cost/complexity/frustration/crowds. This is not a good thing for the future of either travel icon. We’re swearing off both until something significantly positive happens (not holding my breath). Might give Madiera a try for sure though!
Wasn’t on our radar until now… From the East Coast (Boston) looks like a 10-12 hr 1 stop flight, about $750/passenger. After 11 trips to Hawaii, we started to feel the changing vibe and the increased costs. We started flying the other way and have been to Maldives twice. In the end, the price per day total all in costs are similar to Hawaii, while a totally different experience. Now madeira looks like a nice lower priced option to check out.
The options on the East Coast are Far better than they are on the West coast. Not only are Mediterranean islands and Atlantic islands closer, there is also the Caribbean islands. Hawaii or Mexico is the only tropical option that isn’t a very long airplane ride.
Flights to Costa Rica which is very tropical run 240-500 rt. They like visitors.
From all the places my (now ex-) husband took me to compare to Hawaii, Costa Rica was the only one I liked ….beaches, climate, diversity, friendly people etc. However, my Spanish is very limited and I like to travel to places where I can interact with the local population. I also heard that Costa Rica changed a lot, since I last visited (and not in a good way). Also more crime …very sad. Similar story everywhere, but I still feel very safe on Maui!
We love Hawaii and have been coming 2 sometimes 3 times a year from San Diego for the past 15+ years. While the flights are more reasonable, I agree, everything else has become expensive. I will be in Maui in 2 weeks and a car is $1000+ for 7 1/2 days. Food has become beyond expensive and the experience is not great–we have a kitchen in our place and eat in with the exception of Paia Fish Market and maybe Sansei for their Happy Hour (if we can get in!). It is very sad, as so many people who have never experienced Hawaii will chose not to come. We took our 4 kids each summer and I cannot fathom how people can afford to bring kids now, go snorkeling or whale watching, rent a van (which for a family of 6 is essential) or eat! Obviously it is not just Hawaii, as we are experiencing crazy costs in CA as well and no longer dine out as a result. Not sure what the answer is…just sad….
I obviously don’t know what kind/size of car you need but I find. Costco to have the best prices. We are renting an intermediate car in Maui for 14 days in April and our cost is under $700.
Unfortunately for Hawai’i, it is being left out for a lot of people. My daughter went to the Islands of Croatia and had a wonderful time. Cost 1/3 of a Hawai’i trip and could do things spontaneously. Water was beautiful, people were spectacular and were always asking what their reason for picking Croatia was and were so happy they did. Said even the small Mom and Pop restaurants served unbelievable food and she said the wines and cheeses were to die for. So she is giving up the land of our origin for places we are welcomed. Sad state of affairs.
” Visitors have noticed the extreme difference”. It’s called the “Vibe”. Something that no tourist destination can hide.
Really sad how a trip to Hawaii is not what it used to be. Went to Hawaii a year ago . Stayed at the Grand Wailea on Maui & the Sheraton on the Big Island. Prices have become exorbitant & the Aloha Spirit has disappeared. Had to pay to visit Iao valley state park & was not able to visit due to overcrowding. Restaurants were ridiculously priced & difficult to visit. Service everywhere was terrible.
Will probably visit the Caribbean next year.
I went to a bar and the male bar tender came to me and starred.. he didn’t say aloha am I help you .. he looked at me like he was angry and I had to first say can I gave a drink . There was no pleasant service there.. the Castaways restaurant
I haven’t thought of going there, but I live on the west coast. It’s about 12 – 13 hours to Hawaii from the east coast, though, and I assume about the same to Madeira from there too. So for those people the travel part is a 50 – 50 toss-up depending on cost.