Supporting approach with action plans

After the health crisis, Madagascar has made significant progress with new initiatives aimed at recovery. The arrival of Fly Emirates offers a major opportunity for the nation.

The government aims to attract 500,000 tourists by 2025 and 1 million by 2028 to boost the economy. However, this goal presents challenges. Tojosoa Lytah Razafimahefa, Chairman of the Board of Directors of the Tourism Confederation in Madagascar (CTM), emphasizes the need for a clear, coherent vision supported by effective action plans and strategies.

Tourism experts outline a three-stage recovery process. The initial stage targeted those who had already booked or postponed their trips, encouraging their return. The second stage required a new marketing strategy to adapt to shifts in consumer and sales habits, particularly the rise of digital technology, with which Madagascar is keeping pace. The third stage aimed to maintain the tourism sector’s resilience and prepare for future crises by applying lessons from the COVID-19 pandemic.

Since the borders reopened, there has been renewed activity. The main challenge now is ensuring sufficient air capacity. The tourism sector is experiencing high turnover, with many workers and managers leaving for other fields, complicating the recovery of human resources.