Madagascar’s Tourism Boom: ITM 2025 Sets New Records, Signaling Opportunities for African Travel
The 2025 edition of the International Tourism Fair Madagascar (ITM), combined with the 2nd International Handicrafts Fair Madagascar (IHM), has concluded with remarkable success, setting new records and signaling exciting opportunities for the African travel trade. The event, held in Antananarivo, drew over 24,000 visitors, a significant increase from the 14,651 attendees in 2024, demonstrating a robust 63.81% year-on-year growth.
This year’s ITM/IHM occupied an impressive 30,000 m² of exhibition space, hosting 500 exhibitors. The exhibitor base reflected a strong focus on tourism, with 75.4% dedicated to the ITM and 24.6% representing the IHM. This diverse representation showcased Madagascar’s rich tourism offerings alongside its unique artisanal crafts, creating a compelling platform for both sectors.
The event’s impact extended far beyond the exhibition hall, reaching over six million people through social media engagement. This amplified visibility, combined with the presence of 13 international expert speakers and 87 national speakers, solidified ITM/IHM 2025 as a key event on the African tourism calendar.
The fair’s success underscores Madagascar’s emergence as a prime tourism destination. The country’s tourism sector has experienced a remarkable rebound in recent years, with international arrivals nearing pre-pandemic levels. This resurgence is fueled by increased air connectivity, new international routes, and a growing interest in Madagascar’s unique biodiversity and cultural experiences.
For African travel agents, the ITM/IHM 2025 outcomes present significant opportunities. Madagascar’s tourism growth translates into increased demand for travel services, creating potential for new partnerships and business ventures. The event’s focus on both tourism and handicrafts offers a unique selling point, allowing agents to curate diverse and appealing travel packages.
Madagascar’s strategic investments in tourism infrastructure further enhance its appeal. Major airport upgrades, road improvements, and the development of new urban and coastal projects are creating a more accessible and attractive environment for tourists. These developments, coupled with the expansion of accommodation options across various segments, position Madagascar as a destination ready to cater to a wide range of traveler preferences.
The success of ITM/IHM 2025 is not just a win for Madagascar; it’s a positive sign for the entire African tourism industry. The event’s record-breaking attendance and amplified visibility demonstrate the continent’s growing potential as a global tourism hub. By leveraging these positive trends and collaborating with regional partners, African travel agents can unlock new opportunities and contribute to the sustainable growth of the tourism sector across the continent.
The positive momentum generated by ITM/IHM 2025 is expected to continue, with Madagascar aiming to attract one million tourists annually by 2028. This ambitious target, supported by ongoing infrastructure development and strategic marketing efforts, reinforces the country’s commitment to becoming a leading tourism destination in the Indian Ocean region. For African travel professionals, this presents a compelling invitation to explore the burgeoning opportunities that Madagascar has to offer.
