Generating public value while navigating a crisis
: Madeira´s strategic management approach to COVID-19

  • Tomás Daniel Cardoso André dos Santos (Student)

Student thesis: Master's Thesis


In the post-COVID-19 economy, the tourism industry has suffered greatly due to travel restrictions, city and country curfews and the fear of uncertainty. To overcome all of these new challenges, the Autonomous Region of Madeira (ARM) quickly implemented measures to control the spread of the virus, while trying to retain safety, normalcy and economic activity. These measures included limiting the archipelago's accessibility by air travel, through mandatory PCR testing and the implementation of the MadeiraSafe Traveler Registration platform.This case study focuses on investigating the adaptive challenges that the Regional Secretariat of Tourism and Culture (RSTC) and the Madeira Promotion Bureau (MPB), along with the Regional Health Secretariat (RHS) and Institute of Health Administration (IHA), had to face in order to maintain Madeira as a competitive destination and minimize tourism losses while ensuring the safety of the ARM’s citizens, fulfilling therefore the government’s goal of generating public value. Thus, it covers topics ranging from an analysis of the ARM’s tourism sector to the development and implementation processes of the new passenger control system as well as a brief analysis of the pandemic’s impacts.This dissertation consequently challenges students to apply their academic knowledge to a real-world crisis scenario, focusing on bridging strategic management topics to the public sector.
Date of Award28 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)


  • Adaptation
  • Autonomous Region of Madeira
  • COVID-19
  • Crisis
  • Dynamic capabilities
  • Government
  • Public sector
  • Resources and capabilities
  • Strategy


  • Mestrado em Finanças

Cite this