Dear TikTok, please stop referring to Madeira as a copy of Hawaii

The idea of destination dupes isn't new. Travelers have always looked for ways to dodge crowds and be the first to "uncover" a hidden gem. Recently, social media has revitalized these pursuits, helping adventurers find affordable substitutes for pricey tourist hotspots. Posts drawing parallels between lesser-known locales and well-loved destinations are now a staple on platforms like TikTok and Instagram.

Madeira, a Portuguese island in the Atlantic, has gained significant attention on TikTok and other social media in recent years, with influencers dubbing it "the Hawaii of Europe." While the island is a popular vacation choice for many Europeans, it has recently attracted a growing number of American visitors, with a reported 30.8% rise in U.S. tourists in the first half of 2024 compared to the same period in 2023, according to the Regional Directorate of Statistics of Madeira. This increase is partly due to social media's portrayal of Madeira as a substitute for the Hawaiian Islands.

Having visited both Hawaii and Madeira, I must clarify: TikTok, it’s time to cease labeling Madeira as a Hawaii alternative.

What makes Madeira be called 'the Hawaii of Europe'

I’ll acknowledge that there are indeed some resemblances between these two destinations.

Both Madeira and the Hawaiian Islands were formed by volcanic activity millions of years ago, leading to comparable landscapes. If you watch videos of Madeira and Hawaii, you’ll notice similarities: azure waves crashing against towering cliffs, vibrant greenery and blooms, and urban areas seamlessly merging with unspoiled nature as you gaze towards the mountains at the islands’ centers. Given these visuals, it's easy to see why TikTok labeled Madeira as the "Hawaii of Europe."

Both destinations are part of larger nations (Madeira belongs to Portugal, while Hawaii is a U.S. state), each offering its own set of pros and cons. Travelers enjoy the flexibility of using a versatile currency (euros in Madeira, U.S. dollars in Hawaii) and the solid infrastructure supported by a larger economy.

Each location presents a broad array of activities for outdoor lovers and adventurers: whale and dolphin watching, surfing, countless stunning hikes for all skill levels, snorkeling, scuba diving, off-roading excursions, and much more.

Both are approximately equidistant from their nearest U.S. coasts: Madeira is about a six-hour flight from the East Coast, while Hawaii is similarly distant from the West Coast. Hawaii is certainly more reachable from the U.S., with many airlines offering direct flights from various mainland airports, although you can also catch a direct flight to Madeira from the East Coast via Azores Airlines.

Yet, despite these superficial similarities, Madeira isn’t an ideal substitute if you’re yearning for a Hawaiian escape.

Why I believe Madeira isn't a substitute for a Hawaiian destination

I want to start by saying that I truly loved my time in Madeira.

Funchal, the island's largest city, is both charming and easy to explore on foot. It offers something for everyone, from insights into Madeiran history and culture to popular hiking and surfing locations, resorts perfect for lounging by the pool, and a variety of water activities like scuba diving, dolphin watching, and stand-up paddleboarding. The people I encountered—both locals and fellow travelers—were warm and welcoming. I had an amazing experience and am already planning my return.

However, I still assert that it isn't a true alternative to the Hawaiian Islands.

They experience different climates

When I checked the forecasted temperatures for my trip to Madeira, I was surprised to find highs in the upper 60s and low 70s. It seems that although the temperatures may not reach what you'd typically expect from a subtropical destination, the humidity in Madeira certainly compensates for it.

The mix of sunshine and humidity felt quite stifling, especially for someone who mistakenly packed for what I thought a 70-degree day in New York City would feel like. Let me assure you, 70 degrees in New York is not the same as 70 degrees in Madeira.

It becomes cooler in the mountains when you're hiking or exploring some of the smaller villages nestled among the peaks, but you won't escape the humidity. Even when it's chilly, the air retains a dewy quality.

In contrast, Hawaii is generally warmer but has lower humidity levels. The climate can vary slightly depending on the island (the Big Island and Oahu are usually a bit warmer than Maui and Kauai, while Lanai and Molokai are somewhere in between). However, even in December, the temperatures in Maui were warmer than the hottest days I experienced during my September visit to Madeira. Despite this, I likely sweated more while out and about in Madeira due to the higher humidity.

The varying climates also lead to differences in water temperatures. Even in December, the waters in Hawaii were pleasant enough for swimming. I wore a rash guard while surfing for sun protection (and to guard against the reefs, since I anticipated falling quite a bit as a beginner), but the water was warm enough that I could have skipped the extra layers.

In contrast, the waters around Madeira were somewhat chilly. I managed to enjoy swimming off the southern coast and in the lava pools at Seixal on the northern coast, but it took a few minutes for my body to adjust after the initial shock of jumping in, and I couldn't stay in for longer than 20 minutes without feeling quite cold. Even the pools at the two resorts I visited in Madeira were only pleasant for a limited time.

Madeira experiences warm summers and mild winters—August usually brings the hottest days, while September tends to have the warmest ocean temperatures. On sunny summer days, I found the water to be refreshingly cool, but on overcast days (and we had several during my mid-September visit), you might not want to stay in the water for too long.

Hawaii offers more accessible beaches

Perhaps surprisingly, Madeira's coastline isn't filled with numerous sandy beaches. That said, there are some lovely spots, like Ribeira Brava and the black sand beach in Seixal. However, many of the beaches in Madeira—especially near Funchal, where most tourists stay—are rocky. I saw plenty of people laying towels on the rocks and wading into the water, but it was far from the classic beach vacation scene with umbrellas in the sand and lounge chairs for relaxing under the sun.

Hawaii certainly has its share of rocky shores where waves crash against volcanic cliffs, but it also features many sandy beaches. Oahu alone boasts over 130 beaches along its coast.

If your vacation plans involve lounging on the beach and feeling the sand beneath your feet, fulfilling that desire will be more challenging (though still possible) in Madeira compared to Hawaii.

Madeira is more budget-friendly

One of the most surprising things about my trip to Madeira was how reasonable the prices were, especially since I'm used to New York City rates. In comparison to the often outrageous costs in Hawaii, Madeira definitely offers a more affordable option (particularly for those flying from the East Coast, who tend to pay higher fares to Hawaii than those from the West Coast).

Even the priciest hotels and resorts in Madeira, like Reid's Palace and Savoy Palace, typically won’t exceed $850 per night, even during peak seasons. I personally stayed at Savoy Palace for two nights in September for under $450 per night when I booked through Capital One. Most resorts on the island are closer to the $200-$300 per night range. While Hawaii offers a diverse selection of hotel and resort choices based on your budget and the island you choose, the more sought-after resorts can easily exceed $1,000 per night during busy travel times.

In addition to accommodation costs, overall expenses in Madeira are also more reasonable. For instance, a seaside meal for two at a local eatery, complete with two ponchas (a traditional Madeiran drink) and two main courses, came to less than 40 euros ($44). Even our priciest meal at Savoy Palace — which included two cocktails, an appetizer, two main dishes, and two sides — totaled only around 100 euros ($110). In Hawaii, a meal can easily reach $40 per person, even at casual dining places, particularly in tourist hotspots.

Tours were also quite affordable. We enjoyed an all-day small-group tour of northwestern Madeira for under $90 per person, and a three-hour dolphin-watching adventure on a luxury catamaran for just $70 per person; comparable tours in Hawaii can easily cost $150-$200 (or more) per person.

Even a trip to a local pharmacy in Madeira for some allergy meds cost only 8 euros ($9), which would likely run around $18 in the U.S.

Hawaii offers more points hotel options

Although Hawaii tends to be pricier than Madeira, it offers greater opportunities to save money by utilizing points for your hotel stays. There’s no shortage of excellent accommodations in Hawaii for those looking to redeem points or take advantage of elite status for additional perks, ranging from Mauna Kea Beach Hotel on the Big Island to the Andaz Maui.

In contrast, Madeira currently has no hotels that accept points. As of September, while Marriott offers Homes & Villas that can be booked with points, there were no hotels associated with major loyalty programs like Hilton, Marriott, IHG, Accor, or Hyatt when I organized my trip.

The Portuguese hotel chain Pestana is based in Funchal and has several properties in Madeira. However, most Americans likely don’t have Pestana points at their disposal, given its limited presence in the U.S. and that it isn’t a transfer partner with any U.S. credit card issuer.

There’s encouraging news for Hyatt fans: the Dreams Madeira Resort, Spa & Marina, an all-inclusive Hyatt venue, is set to open later this October. However, it’s located at the eastern tip of the island, which may be inconvenient for travelers wishing to explore Funchal or western Madeira, particularly for those not renting a car.

The absence of points hotels in Madeira presents a mixed blessing. While it makes redeeming points more challenging, it also means there are numerous charming boutique hotels to choose from. As much as I appreciate a good points hotel, these locally owned establishments provide a wonderful opportunity to support local entrepreneurs while enjoying a more personal experience than what a large chain can offer.

Additionally, if you hold a card like the Capital One Venture X Rewards Credit Card, you can always exchange Capital One miles for 1 cent each to book any property you desire.

Variations in cultural expression

Every location boasts its own distinct culture, making this a point applicable to nearly any destination that the internet claims resembles another. This critique is a fair observation on the concept of destination duplicates as a whole.

Nonetheless, there are some links between contemporary Hawaiian and Madeiran cultures, stemming from immigrants who came from Madeira to Hawaii in the 1800s to labor on sugar cane plantations. For instance, the famous Hawaiian ukulele was influenced by the Portuguese braguinha that arrived during that era. However, significant differences remain, particularly in how these cultures manifest within the tourism sector.

I noticed that Hawaiian culture is much more woven into the tourism experience compared to Portuguese culture in Madeira. Native Hawaiian elements are visible everywhere: hula, luaus, leis, and a deep connection to the land and waters that surround it. Tourists are privileged to engage with these cultural aspects. The Hawaii tourism board even promotes the Malama volunteer program, encouraging visitors to contribute positively to the land and local communities through various volunteer initiatives.

Before and after the U.S. annexation of the formerly independent Hawaiian Islands in 1893, many cultural traditions faced decline, and the Hawaiian language nearly vanished. Although Hawaii grapples with the impacts of annexation and its reliance on tourism, the local people have fiercely worked to reintegrate Native Hawaiian culture into daily life — something that becomes evident to anyone who visits the islands.

While Madeira boasts its own rich culture, it was less accessible and required effort to discover unless you intentionally sought it out. This is unfortunate, as the aspects of Madeiran history and culture that I did uncover — including insights from an incredibly knowledgeable tour guide and trying traditional dishes like scabbardfish — were truly wonderful. If experiencing culture is a priority for your travels, this is a key factor to weigh when choosing between these two destinations.

Final thoughts

I don't believe it's accurate to label Madeira as a "duplicate" of Hawaii. Nonetheless, Madeira is definitely a place worth visiting. The climate is wonderful, the locals are incredibly friendly, and it's quite affordable. I had a fantastic time there and am already planning my next trip to discover more of the island.

One could argue that a true destination duplicate doesn't really exist. Each destination is shaped by a complex mix of factors, including its history, culture, climate, people, location, and cuisine. Every place offers a unique blend that's impossible to replicate anywhere else.

That said, I understand why travelers seek out quieter and more budget-friendly alternatives to popular spots. While I doubt anyone can convince me there's a suitable substitute for Hawaii, I'm confident that Madeira is not the answer (sorry, TikTok).