“Hysterical” and ‘alarmist’. These two words were used by the Regional Secretary for Tourism and Culture to devalue the controversy circulating on social networks and in various sectors, particularly in the Madeiran diaspora, about the performance of a dance group at BTL (Lisbon Tourism Exchange), which combined elements of Madeiran folklore with contemporary dance. The minister considers this a ‘storm’ in a glass of water. The statements made by the Regional Secretary for Tourism and Culture, Eduardo Jesus, clearly put this episode into perspective: “There was no lack of respect for Madeiran culture, but rather a creative demonstration that praised the regional identity in an innovative way.”

Eduardo Jesus explains that “culture enjoys – and should enjoy – creative freedom. And this freedom is essential if cultural expressions are not to remain stagnant in time. The fusion presented at BTL, which brought together the folklore group of the Casa do Povo da Camacha and the Madeira Dance School, was precisely an example of this: a modern and bold way of enhancing Madeira’s cultural heritage”. The minister stressed that the performance was constructed with “respect for tradition, demonstrating that it is possible to innovate without distorting the cultural essence of the region.” In fact, he points out that “this type of artistic fusion is not new.” According to Eduardo Jesus, this work began in 2018 and continued into 2022. It has been successfully presented at various events linked to Madeira’s tourism promotion.
“The cultural fusion presented has not only been well received by the public, but has also become one of the most appreciated cultural moments at events promoting Madeira. It’s a performance that projects an image of modernity, but respects the authenticity of Madeiran folklore. It is important to remember that this type of initiative does not replace traditional folklore – on the contrary, it complements it and helps to promote it to new audiences. The incorporation of modern elements into Madeira’s gastronomy, fashion and even wine follows this same logic: innovation without losing its essence,” he rebuts the criticism that has arisen in the meantime.

The music you can listen to in the file above was precisely the theme written by Pedro Macedo to which the dancers danced, a performance that has taken place at other events run by the Madeira Promotion Association.
“The controversy generated is nothing more than a disproportionate exaggeration,” he reacts. Eduardo Jesus clarified that there was no intention to devalue Madeira’s cultural heritage. He even said that he had already had the opportunity to contact the president of the Regional Folklore Association, who was duly informed and did not express any opposition to the performance, and “what we saw was a happy and remarkable moment in the promotion of Madeira, which managed to value local culture without de-characterizing its roots.”


This controversy stems from the unfounded fear that modernization threatens tradition. However, what was presented at BTL proves the opposite: “It is possible to innovate with respect, valuing the past and projecting it into the future. Madeira has a rich cultural heritage and, rather than clinging to rigid and outdated views, it must continue to invest in creative and modern approaches that increase the visibility of that culture. This performance was a creative celebration of Madeira’s identity that deserved praise rather than unfounded criticism.”

An open letter circulating on social media states that the performance “does nothing to dignify it, nor does it contribute to the preservation of Madeiran folklore, especially because of the improper and even offensive use of Madeira’s regional costumes”, asking the government, as the person most responsible for promoting Madeira’s tourism, for explaining this situation, which took place at the country’s largest tourism fair.
“In our opinion, this is a disgrace to the image of Madeira Tourism and, in particular, it is a lack of respect for the work of all those who, on a day-to-day basis and over the years, fight for the image and preservation of the traditional culture of Madeira and Porto Santo, “demanding greater responsibility and greater rigor and care for public exhibitions, paid for by Madeira, both in the promotion and preservation of traditional Madeiran culture and in the promotion of the Madeira destination.”
He adds that “tourist entertainment and culture are different areas, but they must be united in respect for the cultural identity of an Autonomous Region. One thing is art and the recreation of tradition, another thing is the offense and distortion of the uses and customs of a people, which are manifested, concretely, in their ethnography, in their costumes, in their music, in other words, in what folklore involves and represents”, even considering ‘such an unreasonable display, which offends the people of Madeira and Porto Santo.’

in Joenal de Notícias-Madeira ( Journalist Victor Hugo)

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno, PBBI thanks Luso Financial for sponsoring NOVIDADES.