Madagascar's tourism sector has strong potential but is hampered by destination costs and inadequate infrastructure. State involvement is deemed necessary to reach the goal of one million tourists by 2028.
Madagascar is rich in biodiversity, yet its infrastructure remains insufficient. As a "strategic sector," tourism represents an important revenue source for Madagascar thanks to its diverse landscapes and biodiversity. However, not all visitors have the same profile or spending capacity. "There are different types of tourism depending on spending levels. When a tourist spends over 6,000 euros, they can be classified as luxury tourists," explains an official at the Ministry of Tourism and Crafts.
This clientele represents an interesting target for Madagascar, which aims to reach one million tourists by 2028, compared to approximately 330,000 last year.
To achieve this goal, the ministry is focusing on niche tourism products. "Birdwatching, kitesurfing, and activities related to biodiversity can attract passionate visitors with higher purchasing power. These are niche and specific products. Each market has its particularities. Madagascar's exceptional biodiversity allows us to offer products tailored to these clienteles," the Tourism Ministry emphasizes.
Conditions to Improve
Destination costs remain a barrier. Madagascar's distance from major source markets, particularly European and American, increases travel expenses. Taxes and high kerosene costs also weigh on ticket prices.
Hotel supply is another challenge. Establishments meeting international standards remain concentrated in a few destinations, mainly Antananarivo and Nosy Be. Airport infrastructure also requires improvements.
In this context, tourism development cannot rely solely on private operators. "Political will is needed to improve the sector. We have infrastructure, but it's insufficient and what exists needs further improvements," says the ministry official.
The State must also work on the destination's image abroad through promotional campaigns and influencer engagement. The goal is to better showcase Madagascar's assets, as the spread of negative information sometimes undermines its image. "All countries have negative aspects, but here we tend to spread too much negative information about our own country, which ultimately damages Madagascar's image," laments a ministry official.
Tourism development thus depends on several sectors, including transport, infrastructure, investment, and communication. Reaching one million visitors by 2028 will require State involvement to create an environment favorable to private investment and tourist arrivals.