The Ivon-toeran'ny Sarimihetsika sy Sarimiaina Malagasy (ISSM) and the Office national du tourisme de Madagascar (ONTM) have signed a partnership agreement. The objective is to strengthen Madagascar's visibility as a destination through imagery, by facilitating and supporting content production to showcase the natural heritage and riches of the Great Island to national and international audiences. This marks the beginning of a new collaborative dynamic between the two institutions, founded on a shared ambition: to contribute to enhancing Madagascar's image and strengthening its influence through audiovisual media.
Powerful visibility tools
Many recognize that Madagascar possesses exceptional natural, cultural, and human wealth. The diversity of its landscapes, heritage, traditions, history, biodiversity, and the uniqueness of its territories are elements that shape the destination's identity and appeal. "These assets constitute a particularly rich source of stories and images for the screen. At a time when imagery plays an increasingly important role in how people discover and choose destinations, audiovisual media are powerful tools for visibility and promotion. Content distributed across various digital platforms now allows territories to be discovered far beyond their borders. A landscape, a story, a culture, or an experience showcased on screen can evoke emotion, spark curiosity, and most importantly, inspire people to come discover Madagascar," said Danny Barivelo, ONTM's director general, during the partnership agreement signing ceremony.
Promoting the destination
Moreover, both parties recognize the complementarity of their missions and are strengthening connections between tourism, cinema, culture, and the promotion of Malagasy heritage. For ISSM, this partnership reflects the desire to facilitate and support ONTM's initiatives and those of its national and international partners contributing to Madagascar's promotion. To achieve this, content production highlighting the destination's territories and riches will be created and distributed to their various audiences. For ONTM, this collaboration fully aligns with its mission to promote Madagascar as a destination, by developing synergies with institutions that contribute to strengthening the country's visibility and appeal to new audiences.