The destination for its 2020 event was announced at the consortium’s Vivolution conference in Cadiz on Sunday (19 May).

The event will be held at a brand new five-star Savoy Palace hotel in Funchal, due to open later this year, and will take place over 15-18 May.

Delegates will be able to stay at a variety of other hotels on the Portuguese island in the Atlantic in and around the coastal city.

Roberto Santa Clara, executive director of the Madeira Promotion Bureau, said: “We are very honoured to be the 2020 host of Advantage’s conference. We hope to attract more visitors and strength the notoriety for the destination.

"The UK market is very important for Madeira and the conference being held in the island will be a huge asset to the Tourism business.

Advantage chief executive Julia Lo Bue-Said added: “Madeira is a new destination for us to explore and the support we’re receiving from the tourist board has been amazing.

"The climate allows us to consider outdoor activities as part of next year’s conference, especially when the Atlantic archipelago boasts a Unesco World Heritage Site, the Laurel Forest of Madeira, and five nature reserves.

“Connected to the UK by regular direct flights, Madeira’s three to four-hour flight time makes it easily accessible for our members. 

"Cadiz has been a fantastic location in which to celebrate our 40th year and we are looking forward to welcoming Advantage members in Madeira.”

Highlights of the 2019 conference included an address by former Marine and presenter of SAS: Who Dares Wins Ant Middleton.

Other speakers included BBC Scotland editor Sarah Smith, compare David Meade and a variety of industry leaders hosting breakout panel sessions and discussions.

Advantage announced it would start offering cruise repackaging through its Advantage Holidays in-house tour operator later this year, while introducing "regional communities" to improve how its communicates and engages with members by ensuring contact is tailored for certain regions.

Meanwhile, during a panel discussion with Smith, Advantage chairman Steven Esom reflected on some of the challenges the industry and agents are likely to face in the coming years, such as a likely increase in demand from younger travellers for more demonstrably sustainable travel options and the importance of smaller businesses building – and rebuilding – consumer trust.