Winter school 2025
Digital Media for Island Tourism. The case of Madeira and its heritage
9 – 16 February, 2025
Madeira (PT)
The 2025 edition of USI UNESCO Chair Winter School is realized in collaboration with the Higher School of Technology and Management of the University of Madeira, the Estoril Higher Institute for Tourism and Hotel Studies (ESHTE) and the Department of Geography and Tourism of the University of Coimbra.
It is a Portuguese public university, created in 1988 in Funchal. It develops a teaching and research policy that takes into account the specificities of the Madeira Region, collaborating in the formulation of national and regional policies on education, science and culture.
Established in 1991, it is a public polytechnic higher education institution under the supervision of the Ministry of Science, Technology and Higher Education. Its mission is to prepare professionals working in the tourism business and institutional sector.
Founded in 1290 by King Dinis and recognized in the same year by Pope Nicholas IV, the University of Coimbra is the oldest university in Portugal and among the oldest universities in continuous operation in the world. It is a UNESCO World Heritage Site since 2013.
Concept
Islands are characterized by unique ecosystems, which have given life to unique plant and animal species. Human creativity also finds distinctive manifestations on the islands, which translate into equally unique handicrafts and local traditions. Tourism on the islands must therefore be particularly respectful of this uniqueness. The objective of the winter school is to study tourism on islands, taking Madeira as an exceptional case study, and to understand if and how digital technologies can facilitate a sustainable tourist experience from various points of view, particularly environmental and cultural. A special attention will be given to the role of the five senses in the tourism experience and the issue of how these can be involved through digital technologies.
Madeira is home to a Natural World Heritage Site, the Laurisilva of Madeira, whose preservation and communication will be studied during the school.
Visits to
Santana Biosphere Reserve, is situated on the north coast of the island of Madeira and is part of UNESCO’s World Network of Biosphere Reserves since 2011. Its typical houses with a triangular shape and covered in thatch called ‘casinhas de Santana’ are widely known icons for the peculiar beauty of their architectural style and are a reflection of the isolation of this location, which for a long time was difficult to reach by land and sea. Santana has over 120 km of hiking trails, which allow to contemplate its rich and meticulously preserved natural heritage.
Port of Funchal, built in the 19th century, until the Second World War was a very convenient stop point for steamers making transatlantic crossings between the European, African and American continents. Currently, this port offers a passenger terminal with excellent conditions to welcome the cruisers who, every year, visit the region on cruise ships. In 2022, the Island of Madeira was elected the Best Cruise Destination in Europe by the World Cruise Awards, a recognition to the importance of the Port of Funchal for the Region.
Guindaste viewpoint, offers a breathtaking view over the north coast of Madeira. It is the ideal place to contemplate the beauty of the Atlantic Ocean that bathes the island. It is known for the outstanding beauty of its surroundings. It is an idyllic setting, marked by the harmony between the green mountains, the imposing cliffs that mark the coastal geology and the clear tone of the seawater.
Câmara de Lobos, was the first place inhabited by João Gonçalves Zarco, the navigator who discovered this ‘pearl of the Atlantic’. It was the first settlement created in Madeira. The name of this municipality comes from the fact that, when the island was discovered in 1420, there was a large number of sea lions in the cove that we can still find here today with the same configuration. The landscape that surrounds this city is marked by the presence of its characteristic fishing boats known as ‘Xavelhas’.
Cabo Girão, is the highest promontory in Europe, with a famous suspended glass platform (known as a skywalk) that is one of the most visited (and certainly the most photographed) tourist attractions in the municipality of Câmara de Lobos and the Madeira archipelago. From this point, visitors can appreciate the urban landscape integrated into a natural south-facing amphitheatre surrounded by green mountains.
Experience of
Madeira local wines, including Blandy’s Madeira, Cossart Gordon, Miles Madeira, and Atlantis. A visit to the Madeira Wine company factory will allow to discover the long company’s experience in fine wine making. The company is owned by the Blandy family, which has played a leading role in the development of Madeira wine throughout its long history and members of the family continue to live in Madeira and work in the group, maintaining a tradition that goes back to 1811.
Embroidery tradition, which has a centuries-old history and is synonymous with excellence, tradition, detail, art and identity. It is one of the unquestionable brand images of Madeira, the origin of which dates back to the beginning of its colonization process in the 15th century.
Hiking natural trails, as for instance the Eira do Mourão trail that is considered one of the most beautiful and well-known trails in the region, very popular with tourists looking to learn more about the nature of Madeira Island. Along the way, one will find caves, ruined houses and fields cultivated by the locals who live there and who feed themselves from the agriculture they practice there.
Organizers
Susanna Teles –
Rita Peres – Escola Superior de Hotelaria e Turismo do Estoril (ESHTE)
Lorenzo Cantoni – Università della Svizzera italiana – USI, chair-holder of USI UNESCO Chair
Silvia De Ascaniis – Università della Svizzera italiana – USI, coordinator of USI UNESCO Chair
Cláudia Seabra – Department of Geography and Tourism, University of Coimbra
Speakers
Academic speakers together with professionals of the tourism and heritage sector in the island, as well as representatives of the visited municipalities in the region.
Application and fees
To apply to the Winter School 2025, send a CV and a motivation letter to unescochair@usi.ch by November 15th, 2024.
Decisions will be communicated to applicants by December 2nd, 2024.
Payments are to be made by December 15th.
The fee to participate is as follows:
- EUR 435 training program + meals + social program
- EUR 800: training program + meals + social program + accommodation in double room
- EUR 950: training program + meals + social program + accommodation in single room
Flight tickets, transfers to/from airports, travel and health insurance, and other personal activities will be the responsibility of each participant and are not included in the registration fee.
The fee cannot be reimbursed.