With a total investment of approximately €522,500 (plus VAT at the applicable rate) in support of international events in 2025 and 2026, AP-Madeira achieved a media return exceeding €203.6 million in Advertising Value Equivalency (AVE), an indicator that estimates how much it would cost to obtain the same media exposure through paid advertising.

Following an investment of €522,500 plus VAT in 2025 and 2026 in international events, AP-Madeira achieved a media return exceeding €203.6 million. AP-Madeira states that the value, obtained through Advertising Value Equivalence (AVE), demonstrates an average Return on Investment (ROI) of 390 times, meaning that each euro invested generated €390 in terms of equivalent media exposure.

In total, the initiatives would have mobilised 10,870 participants, including athletes, technical commissions, and guests from around the world. These visits will have contributed not only to the AVE but also to the local economy, as well as promoting Madeira's attractiveness as a host of international events. The results reflect the success of the Madeira Promotion Association's strategy, which continues to demonstrate significant results and gain notoriety among increasingly diverse audiences, generating media exposure that would be more difficult to achieve through traditional advertising campaigns.

In the area of sports, one of the most remarkable events was the 2026 Women's European Water Polo Championship, which generated a media return of €115.5 million and is considered the event with the greatest impact analysed. The 2025 European Artistic Swimming Championship achieved an AVE of €54.7 million, demonstrating the potential of major international sporting competitions as promoters of the destination.

Regarding gastronomy, the 2026 Michelin Guide Portugal Ceremony reinforced Madeira's positioning as a destination of excellence, generating €9.8 million in AVE. As for the value of spontaneous exposure obtained through content produced by journalists and content creators, the Earned Media Value (EMV) reached €2.3 million.

Quoted by Publituris, Eduardo Jesus, Regional Secretary for Tourism, Environment and Culture, and also president of AP-Madeira, states that "these results demonstrate that destination promotion is now much more effective when based on authentic experiences and events capable of generating spontaneous awareness in international markets."