The Flower Parade, a highlight of the Flower Festival - an event promoted by the Regional Secretariat for Tourism, Environment and Culture of Madeira - will, from this year onwards, be held on two Sundays, on 3 and 17 May. This decision, aligned with the objective of enhancing the visitor experience set out in the UPGRADE Programme, aims to enhance the prestige of the parade and its participants, while also providing better viewing conditions for the public.

The change responds to the growing scale of the parade, which has become lengthy in duration and involves a large number of groups and performers. Despite strong public attendance along the entire route, this has, in some cases - particularly among those watching from the stands or standing areas - led spectators to leave before the end of the parade. This situation detracted from the dignity of the event and from the work of the groups, which rehearse for months, invest their own resources and demonstrate a high level of dedication. This new organisational model seeks to address that challenge.

It should also be noted that the idea of holding the parade in two stages had already been considered by the Regional Tourism Directorate of Madeira around two years ago. Following an analysis of this possibility and consultations with several stakeholders involved in the event, it was decided to implement this new format this year. The change is expected to enhance the value of the event and its participating groups, while reinforcing the celebration of the Flower Festival throughout the entire month of May.

Accordingly, there will now be two parades following the same route, with a draw determining which groups will take part on each day. The 2026 line-up includes a wide range of cultural, recreational and samba associations, reflecting the vibrant community spirit at the heart of Madeira's Flower Festival. Groups may, however, exchange their performance dates by mutual agreement, subject to the knowledge of the Regional Tourism Directorate.

It is also worth highlighting that communication regarding participation in the event, as well as this organisational change, was issued as early as January this year, providing participating groups with greater advance notice. This has enabled improved planning of rehearsals, the timely acquisition of necessary materials and better organisation of travel arrangements for those involved in the parade.

It should further be noted that a new group was admitted to the parade this year and that, by holding the parade over two dates, it became possible not to limit either the number of participating groups or the number of members per group.

Alongside the Flower Parade, the Flower Festival programme will continue to include the Madeira Classic Car Flower Parade on 10 May, the Madeira Classic Car Revival (22-24 May), the Flower Market (30 April to 24 May), and other associated entertainment initiatives, adding diversity and appeal to the overall programme.

The reformulation of the Flower Festival forms part of the objective of strengthening the tourist entertainment offer under the UPGRADE Programme, which foresees the creation of new products and market niches, the attraction of new audiences, an increase in supply and deeper differentiation, by leveraging the specific features of the regional offer. Among the measures envisaged is the creation of a main parade spread over two weekends.

With its first edition in 2026, this approach reinforces the Flower Festival as a key tourism product and a central element of the Region's annual tourist entertainment calendar.

For more information on things to see and do in Madeira, visit: https://visitmadeira.com/en/

ENDS

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', is just a short, three-and-a-half-hour flight from London. 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% of its surface.

For more information, visit www.visitmadeira.com / @visitmadeira

About Madeira Promotion Bureau

Madeira Promotion Bureau aims to promote Madeira in the national and international markets.

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