Madagascar Unveils Unified REIM Campaign and Digital Deals Hub to Revitalize Tourism
Madagascar is making a bold play to reposition itself on the global tourism map by launching a sweeping national campaign, “Let’s Restore the Image of Madagascar Together” (REIM). This initiative is set to reshape perceptions, rebuild confidence, and amplify the island’s unique appeal, rallying stakeholders from across the country and the Malagasy diaspora in a coordinated push for a new era of tourism growth.
Spearheaded by the National Tourism Office of Madagascar (ONTM) in alliance with Madagascar Airlines and the Ministère du Tourisme et de l’Artisanat, REIM is more than a marketing exercise—it’s a call for unity across all sectors connected to tourism. The campaign comes at a time when Madagascar is seeking to strengthen its competitiveness in the regional and international markets, responding to shifting traveller expectations and the pressing need for a cohesive, positive narrative about the nation’s readiness and allure.
The campaign’s central message is clear: Madagascar is an emerging, authentic and safe destination, open to adventure, rich in biodiversity, and brimming with cultural vibrancy. The REIM initiative aims to mobilise a broad spectrum of Malagasy society—government bodies, tourism operators, airlines, influencers, artists, athletes, and the creative diaspora—encouraging everyone to become ambassadors for the country’s tourism renaissance.
For Africa’s travel trade, this approach offers a timely blueprint for destination repositioning. REIM is designed not only to attract international visitors but also to inspire confidence within the local population and business community, forging a sense of ownership and pride in Madagascar’s tourism future. By championing a unified message, the campaign seeks to counteract fragmented narratives and build a compelling, forward-looking brand that resonates globally.
One of the campaign’s cornerstone achievements is the launch of the Mada Best Deals digital platform. Led by Ravinala Airports Madagascar, this free marketplace aggregates promotions, discounts, and exclusive offers from operators nationwide, making travel within Madagascar more accessible and affordable. The platform is expected to drive bookings, stimulate domestic tourism, and create new opportunities for smaller providers to reach a broader audience. For travel professionals, Mada Best Deals delivers an invaluable tool for packaging competitive itineraries and responding to evolving client demands for value and flexibility.
The REIM campaign and digital platform were officially launched in a high-profile ceremony in Ivato, marked by the signing of a memorandum of understanding between ONTM, Madagascar Airlines, and the Ministry of Tourism and Craft. This formal agreement symbolizes a fresh era of cooperation and industry alignment, underlining a commitment to sector revitalization that extends far beyond marketing. The partners have pledged to work together to create opportunities for tourism businesses, support local communities, and ensure that Madagascar’s recovery is inclusive and sustainable.
By leveraging the influence of artists, athletes, social media personalities, and the Malagasy diaspora, the campaign is expected to generate authentic content and positive word-of-mouth, both domestically and internationally. This mobilization of local and global voices is crucial for building trust at a time when safety, reliability, and transparency remain top priorities for travellers. The coordinated messaging is poised to reassure potential visitors about Madagascar’s readiness to welcome tourists, while also celebrating the country’s natural wonders, unique culture, and adventure offerings.
For Africa’s tourism professionals, Madagascar’s REIM initiative sets a powerful example of how coordinated, cross-sectoral efforts can drive industry resilience. The campaign’s integration of digital tools, such as Mada Best Deals, reflects a broader trend toward technology-enabled tourism, where online platforms are central to distribution, marketing, and customer engagement. Such innovation is increasingly essential for African destinations seeking to compete in a crowded global market and to respond to consumer demand for seamless, value-driven travel experiences.
The REIM campaign also signals new opportunities for partnership and collaboration among African airlines, DMCs, and tour operators. With Madagascar Airlines playing a leading role, there is potential for enhanced regional connectivity and creative packaging of multi-country itineraries, further boosting the continent’s collective tourism appeal. The renewed focus on safety and unified messaging is especially relevant as destinations across Africa look to reassure travellers and rebuild after recent industry headwinds.
As Madagascar moves forward with REIM and the Mada Best Deals platform, the country is positioning itself as a case study in destination renewal—demonstrating how strategic alliances, unified branding, and digital innovation can work together to revive tourism. For the wider African travel sector, these developments offer inspiration and practical lessons in harnessing the power of community, creativity, and technology to chart a sustainable path toward growth and global relevance.
