The slow tourism movement is gaining popularity as more destinations focus on the local environment and heritage experience. The approach to slow tourism usually occurs either when traditional destinations exhaust their life cycle with an evident reduction in sustainability, or when newly emerging destinations decide to develop in this way. The case of Madeira is different; the island has several decades of tourism development without excessive pressure or overcrowding, and in planning for the future it wants to sustain these conditions. Seeking to understand Madeira’s perception of the development model, we surveyed entrepreneurs in Madeira’s lodging, restaurant and bar, shopping, transportation, intermediation, and tourist activity industries, as well as its public sector. Even without having encountered the popularized the ideas of slow tourism, Madeira’s tourism entrepreneurs show significant alignment with the values of quieter tourism. In contrast to its mature counterparts (i.e., Europe’s other popular sun and beach destinations), for Madeira it is not a question of destroying or rehabilitating, but rather of continuing sustainable development processes. Our results suggest that although slow tourism is typically a reaction to a very advanced phase of the life cycle, it can be the result of an endogenous impulse, as is true for Madeira.