Madagascar has taken a major step to reinvigorate its tourism sector with the launch of a national campaign designed to rebuild confidence, boost visibility and unify messaging about the island nation’s unique appeal. The initiative, known as “Let’s Restore the Image of Madagascar Together” (REIM), brings together government institutions, tourism operators, airlines, influencers, artists, athletes, and the Malagasy diaspora in a collective effort to present Madagascar as an emerging, authentic and safe destination.
The campaign is being spearheaded by the National Tourism Office of Madagascar (ONTM) in partnership with Madagascar Airlines and the Ministère du Tourisme et de l’Artisanat. According to the organisers, the country’s global image needs a cohesive and positive narrative to strengthen competitiveness on both regional and international stages.
The REIM initiative seeks to mobilise Malagasy people across all sectors—whether creatives, sporting personalities, content creators or industry professionals—to champion the nation’s tourism potential. The objective is to reaffirm Madagascar’s place as a destination rich in culture, biodiversity and adventure, while assuring travellers of its safety and readiness to welcome visitors.
As part of the wider drive to revitalise the sector, the partners also unveiled the Mada Best Deals digital platform, led by Ravinala Airports Madagascar. The platform serves as a free online marketplace showcasing promotions and exclusive offers from tourism operators nationwide, aimed at making travel within Madagascar more accessible and affordable.
The campaign reached a major milestone on Friday in Ivato, where the three institutions officially signed a memorandum of understanding to formalise their commitment. The signing ceremony coincided with the launch of the Mada Best Deals platform, symbolising a coordinated move to stimulate the industry, create opportunities for tourism businesses and extend support to local communities.
