Cinema and audiovisual media are becoming new tools to promote Madagascar as a tourist destination. A filmed Malagasy landscape, a culture told through stories, a territory brought to life on screen: imagery could now become a new gateway to Madagascar. The National Tourism Office of Madagascar (ONTM) and the Malagasy Film and Cinema Centre, Ivon-toeran'ny Sarimihetsika sy Sarimiaina Malagasy (ISSM), have signed a partnership agreement covering 2026-2027. This collaboration aims to bring together two sectors long considered separately: tourism and cinema.

At the heart of this initiative, cinema is called upon to play a role in promoting Madagascar as a destination. Through film and audiovisual productions, Madagascar's landscapes, cultures, expertise, and diverse territories will gain new visibility. The goal is to move beyond traditional tourism promotion to prioritize narratives and images capable of offering a different perception of the Great Island.

The partnership specifically plans to facilitate and support film productions that can contribute to Madagascar's international standing. In this framework, ONTM will provide support to productions, particularly through welcoming partner organizations and invited professionals, both national and international.

This approach aims to create a favorable environment for producing content that highlights Madagascar's unique characteristics. Productions will be able to tell the stories of territories, experiences, cultures, and heritage of the country while benefiting from distribution to wider audiences.

Turning Viewers into Potential Visitors

For ISSM, this partnership represents an opportunity to further bridge cinema and audiovisual media with the tourism sector. This collaboration should enable the promotion, through imagery, of Madagascar's cultural identity and wealth, while contributing to the development of Malagasy film and audiovisual productions.

Beyond producing films and audiovisual content, the ambition is to develop a genuine narrative around Madagascar. Discovering a landscape, culture, or expertise through a cinematic work can indeed awaken public curiosity and encourage greater interest in the territory presented.

The collaboration between ONTM and ISSM thus aims to strengthen Madagascar's brand image, both nationally and internationally. By multiplying audiovisual narratives dedicated to Malagasy territories and experiences, the two institutions hope to spark renewed interest in the Great Island and make cinema a sustainable vehicle for tourism, cultural, and heritage promotion.

Through this agreement covering 2026-2027, ONTM and ISSM demonstrate their commitment to bringing together the creative and tourism sectors, leveraging the power of imagery to showcase Madagascar in a new light.