This is a fact: tourism is among the most affected sectors during the pandemic. Madagascar’s borders were closed for two years; airline companies were on the verge of bankruptcy. Of course, related activities such as tourist guides, car renting, even handicrafts, have taken a big blow as well. Now that the borders have gradually reopened, it gives a shot in the arm to tourism operators and airlines, according to the words of the Minister of Tourism Joël Randriamandranto during an interview with the AmCham team.

A quite positive report despite the crisis

Tourism professionals did not stand idly by even during lockdowns. The big surprise was to see new hotels and tour operators being created during those uncertain times. The Ministry of Tourism even issued new licenses. Joël Randriamandranto reports that there is a real demand for travel and tourism today as people get tired of restrictions. The recovery is now. Figures show that half the international arrivals are non-residents who come for different reasons, including business tourism and leisure tourism.

A development perspective based on local tourism

Despite the reluctance of many tourist operators, a number of initiatives have been taken by the Ministry to promote local tourism, starting with market research and survey. The “Andao Hizaha an’i Madagasikara” (Let’s Explore Madagascar”) campaign was launched in the public and social media. The Ministry also created the online platform https://www.bons-plans-tourisme-madagascar.com/ where all operators could publish their offers free of charge in return for some discount.

Back in November 2020, 20 tourism operators agreed to showcase their offers during the first edition of the Ministry-sponsored “Tsenaben’ny Fizahantany” at Antaninarenina while in the middle of the pandemic and after eight months without income. The event surprisingly gathered around 4,000 visitors. The event has scaled over time. The sixth edition in March 2022 received up to 12,000 visitors and moved to Soarano train station.

Today, even after the reopening of the borders, the Ministry will not stop promoting national tourism. As of 2019, a little less than 400,000 foreign tourists visited Madagascar. Today, a wide market of an estimated 2.5 million potential local tourists has been identified by the Ministry.

Speaking of the recovery of international tourism, Minister Joël Randriamandranto has explained his roadmap based on seven key axes: (1) promoting investment in the tourism sector; (2) promoting the “Madagascar Destination”; (3) digitalization; (4) providing capacity-building programmes on different topics such as trainings for guides, language trainings, or digital marketing; (5) improving the tourism environment in Madagascar by updating the Tourism Code, and helping formalize informal activities within six months; (6) working with TFPs to mobilize human, technical, and financial resources; and (7) acting as interface between the private sector and any other institution. Additionally, the Ministry has established a recovery plan to refer to as well.

Ecotourism: local communities as main beneficiaries

In its roadmap, the Ministry has issued a practical guide that illustrates the good practices for both tourists and service providers. These include environment protection and respect for local communities and tourists. “The development of tourism must benefit local communities,” Joël Randriamandranto said.

Investors in ecotourism are asked to employ local people and provide them trainings. Incentives tax measures have been put in place for investors who use renewable energy. Companies are recommended to implement CSR policies, to do recycling, to plant trees. The Ministry has initiated the “One Tourist, One Tree” reforestation campaign in the Itasy region and seeks to extend it to other locations. “We seek to train farmers use less chemicals or definitely grow organic products that the Ministry would recommend to hotels and restaurants. Today, we are searching for investors who would be ready to develop ecolodges,” Minister Randriamandranto added.

“Another closure of our borders is off the table.”

Recent figures about Covid cases show an upward trend; Madagascar’s sanitary situation remains fragile; and our vaccination rate is still low. To Minister Randriamandranto, another closure of Madagascar’s borders is not on the agenda. Thanks to all the efforts made to ensure the safety of all the tourism actors in Madagascar during the pandemic (trainings, vaccination, etc.), the World Travel Tourism Council (WTTC) listed Madagascar as a safe destination.

On active search for potential investors

“Our first achievement was the creation a database of business and investment opportunities in Madagascar in 2019,” explained Joël Randriamandranto. During the 2019 investment forum “Wave Madagascar”, 80 investors from different countries and fields (maritime, waterway, hospitality, etc.) came to Madagascar. The Ministry launched a call for land owners. Unfortunately, many of them were not secure enough.

“We have set a three-step strategy to maximize our investment potential: (1) updating our database of business opportunities; (2) looking for both local and foreign investors via embassies, chambers of commerce, and providing them support; and (3) exploring possibilities for tax incentives,” Joël Randriamandranto described.

“We have an open policy.”

The opening of the Malagasy skies remains a priority of the government. Joël Randriamandranto reassures new airlines are welcome in Madagascar as long as they meet all the conditions set by the Government. However, South African Airlink is still banned as of today. The Minister explains that there are many points of contention, mainly in terms of security, that need to be addressed. He is though hopeful the process will no longer take much time.

Towards fact-finder tours or “eductours”

Madagascar will host fact-finder tours in late September and will welcome around 100 tour operators from different countries. Those “eductours” are part of the recovery plan. The Ministry will negotiate the best airfares with operating airlines and will bear all local accommodation and transportation costs.

Former U.S. President Barack Obama’s documentary that brought the Tsingy of Bemaraha to light was a form of free promotion of the island. The U.S. has become a priority market for Madagascar, and among the 100 targeted participants, the Ministry expects American tour operators to be represented. However, this requires English language trainings. The Ministry tries to identify and propose the best tourism fairs in the United States to the National Office of Tourism of Madagascar which can support local companies’ participation.

First semester figures show that of 49,131 international arrivals from January 1^st to May 31^st, 2022, 18 percent mentioned tourism as main purpose of their trip, and 398 are American citizens (residents and non-residents). The number of American tourists is low due to the distance and the lack of accessibility. Joël Randriamandranto recommends local operators to build partnerships with their peers in the US. Trends show that France, England, Italy, Germany, Spain, and South Africa are Madagascar’s traditional markets. However, the Ministry starts exploring India, Africa, and Eastern Europe.

Full recovery of the sector by 2023?

“From my continuous exchanges with local tour operators, they really start to resume their activities. The demand is there; tourists give their confirmation. Even though we have not yet achieved the same level of performance as in 2019, we are on the right track. Just look at the summer flights, it is difficult to find available spots. All actions being implemented converge towards the same and unique goal: bringing tourists back to Madagascar after this disastrous pandemic. We keep our fingers crossed that we will reach at least the 2019 figures next year,” Joël Randriamandranto concluded.

By Kenny Raharison and Maherintsoa Andrianiaina