Madagascar launches a campaign to restore its tourism image

Antananarivo – The National Tourism Office of Madagascar (ONTM), in partnership with Madagascar Airlines and Ravinala Airports, has launched the campaign “Redorons Ensemble l’Image de Madagascar” (REIM – Let’s restore Madagascar’s image together) at Antananarivo International Airport (Ivato). The goal is to strengthen the island’s visibility across Africa and internationally, while rebuilding travelers’ confidence after a period of crisis.

This initiative brings together tourism stakeholders as well as Malagasy people at home and abroad – including influencers, artists, and athletes – to promote Madagascar as a safe and authentic destination.

As part of the campaign, the digital platform Mada Best Deals was inaugurated. Managed by Ravinala Airports, it centralizes promotional offers from tourism operators to encourage year‑round travel and reduce seasonality.

During the ceremony, officials emphasized the importance of this collective effort. The Minister of Tourism, Lily Rafaralahy, praised the initiative as “arriving at the right time” to revive the sector after recent difficulties.

With REIM and Mada Best Deals, Madagascar is betting on digitalization and national mobilization to re‑establish itself as a competitive destination on the African and global stage.