- The Madeira Golf Passport launched a new brand identity at the International Golf Travel Market 2026.
- The passport covers Palheiro Golf, Clube de Golf Santo da Serra and Porto Santo Golfe, with Ponta do Pargo expected to join in 2027.
- The rebrand names the UK, Germany, the Nordic countries and France as its priority markets.
The Madeira Golf Passport has a new look. Its revised brand identity was unveiled at the International Golf Travel Market (IGTM) 2026, the golf tourism trade show, and arrives with a new motto, “Play. Discover. Connect.”, that will anchor the brand’s communications from here on.
The passport bundles the archipelago’s golf into one booking. It currently covers three courses: Palheiro Golf, an 18-hole, par-72 layout on a botanical estate nearly 500 metres above Funchal; the 27-hole Robert Trent Jones Sr. design at Clube de Golf Santo da Serra on Madeira’s eastern side; and Porto Santo Golfe, the Seve Ballesteros course on the neighbouring island. As we reported earlier this month, three rounds at Palheiro or Santo da Serra start from €310 per person with hotel transfers included, and a day at Porto Santo can be added for an extra charge.
Ponta do Pargo, the 18-hole Sir Nick Faldo design under construction on the island’s western side, is expected to join the passport in 2027.
More than a tee-time product
The rebrand widens the passport’s pitch beyond booking rounds. Under a “Beyond Golf” banner, Madeira will give more space to nature, food, wellness, accommodation and experiences on both Madeira and Porto Santo, presenting the passport as a way into the whole destination.
The new logo combines a golf ball on a tee, a link between the courses, an “M” for Madeira and a less obvious “P” for passport. Its green and blue palette represents land and ocean.
The website, social channels, partner communications and PR have all been refreshed alongside the launch. Madeira says the new digital set-up will focus more on users and on converting browsers into bookings.
Who Madeira is targeting
The UK, Germany, the Nordic countries and France are the priority markets, with mainland Portugal, the Benelux countries and the United States also on the list. British golfers sit high on that list for practical reasons, with Madeira a three-and-a-half-hour flight from London and temperatures of around 17°C in winter.
The launch caps a busy year for the islands’ golf push. In May the Madeira Promotion Bureau and the three clubs held more than 100 trade meetings at the IAGTO European Convention in Malaga, where Ponta do Pargo was central to the pitch. This autumn all three courses staged tournaments, closing with the first Faldo Junior Tour event in Portugal at Santo da Serra. The Madeira government has also announced plans for two new nine-hole courses at Santo da Serra and Porto Santo.
For more information on Madeira Golf Passport, click HERE.
Related: Madeira Combines Golf and Nature for an Active Autumn Break
Simon Bale
Simon Bale is the publisher of Golf Today. A low single-figure handicap golfer, he was previously a major shareholder and course reviewer for Top100GolfCourses.com for over a decade, starting in 2010. Through this role, he developed extensive knowledge of golf course design and architecture while playing more than 300 courses worldwide.