Enhancing visibility and building partnerships

From March 7th to 9th, 2024, Madagascar participated in the Berlin International Tourism Bourse (ITB) exhibition to enhance its visibility and foster partnerships.

The International Tourism Bourse in Berlin is one of the world’s largest networking exhibitions, attracting nearly 10,000 exhibitors from all global travel value chain levels. It provided an excellent opportunity to explore collaboration opportunities with various international entities. In this regard, Minister of Tourism Joël Randriamandrato and Mark Donfried, the Director of the Academy for Cultural Diplomacy, discussed collaboration prospects.

During the event, the Malagasy Minister also met with representatives of the Polish travel agency Itaka. This company currently organizes charter flights to Nosy Be and aims to expand its operations to other major Malagasy cities. Joël Randriamandrato held discussions with Inge Huijbrechts, the Global Senior Vice President of Sustainability, Security, and Corporate Communications at the Radisson Hotel Group. Their establishments in Madagascar aspire to implement a formula to stay « carbon neutral ».

Ranked among the eight « carbon-negative » countries, Madagascar also showcased its commitment to eco-responsible investments and promoting sustainable tourism. Minister Joël Randriamandrato even hosted a conference during the event on the theme: « Madagascar, a sustainable destination: Biodiversity Management and Responsible Investment ».