Madeira is currently one of the most important Portuguese tourist destinations, attracting large flows of visitors from all over the world, which it is essential to retain and boost throughout the year. Aware that digital marketing is increasingly playing a crucial role in the promotion of tourist destinations, in this paper we intend to analyze the website of the Madeira Regional Authority - “Visit Madeira” as one digital marketing tool used to promote Madeira as a tourist destination. Official websites are key to providing comprehensive information about the destination, allowing potential visitors to gather important information about the destination and, at the same time, leave their feedback on it. Analyzing the VisitMadeira website’s real-time interactions with followers via the social networks Instagram and Facebook will allow us to assess the connection with tourists and the visibility of the destination from a user experience perspective (UX) and user interface (UI). The analysis covers aspects such as usability, accessibility, design, navigability, content and website performance. The methodology includes a quantitative evaluation analysis according to the scale proposed by [1], followed by a qualitative analysis using the Access Monitor tool. In this sense, this study will make it possible to gather decisive information on the user experience when interacting with the VisitMadeira website, enabling regional decision-makers to maximize this tool for promoting Madeira as a destination.