Members only
Madagascar Strengthens Its International Appeal with the Influencers Trip 2026
On November 21, 2025, the National Tourism Office of Madagascar (ONTM) officially launched the campaign “Let’s Restore Madagascar’s Image Together” (REIM), a strategic initiative aimed at repositioning the Great Island in both domestic and international markets. This campaign relies on an innovative approach to digital and experiential communication to rebuild traveler confidence and promote Madagascar as a safe, welcoming, and year‑round accessible destination.
A Successful First Step
In 2025, an initial Influencers Trip tested the concept with Malagasy content creators. The Antananarivo – Ampefy – Antsirabe circuit highlighted the diversity of tourism experiences offered by Madagascar: natural heritage, cultural immersion, gastronomy, and lifestyle. The operation generated more than 1.6 million views and nearly 170,000 interactions, confirming the effectiveness of influencer marketing as a visibility driver.
International Expansion in 2026
In 2026, the campaign takes on a new dimension with the inclusion of international influencers, particularly from the French market — Madagascar’s main source market — as well as the Malagasy diaspora. This expansion aims to broaden the campaign’s reach and strengthen Madagascar’s image as a must‑visit destination in the Indian Ocean.
An Iconic Itinerary
The new Influencers Trip, lasting 10 days and covering more than 800 km, will connect Antananarivo, Ampefy, Antsirabe, and Morondava. Participants will experience highlights showcasing the richness of Madagascar’s tourism offer: slow luxury experiences, cultural immersion, gastronomy, encounters with local communities, and exploration of unique biodiversity. Key sites include the Avenue of the Baobabs, an international symbol of Madagascar, and the Kirindy Forest Reserve, at the heart of the Menabe Antimena forest.
A Sustainable Vision
The REIM campaign will continue throughout 2026 with the organization of international press trips designed to reveal new facets of the destination and reach new audiences. Through these structured actions, ONTM aims to position Madagascar sustainably as a leading destination in the Indian Ocean, combining authenticity, diversity, and hospitality.
