Maybe because of this events happening there:
"Finally, the month ends with more opportunities to sample the island's local cuisine at the week-long Machico Gastronomic Fair. This symbolic event offers entertainment and the opportunity to try some of the island's oriental dishes between July 26th and August 4th. On the 27th and 28th of July, the Quinta Magnólia garden will host the annual event "Clássicos na Magnólia", which will feature a spectacular display of well-preserved classic vehicles and motorcycles from Madeira collectors.
The "Concertos L" concert series, which combines traditional and contemporary musical styles with Portuguese and global music, returns to Estalagem da Ponta do Sol on the 27th and 31st of July, 14th, 21st and 28th of August, 14th and 28th of September and October 5th, 12th and 19th."