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ITM 2023 : Revival of Madagascar as a destination

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ITM 2023 : Revival of Madagascar as a destination

International Tourism Fair of Madagascar 2023: The bell announcing the revival of the tourism sector

The largest tourism fair in the Indian Ocean was declared open on June 15, 2023, at CCI Ivato, Antananarivo. The event will last for three days. This year, the number of participants exploded, and the issues highlighted are revolutionary.

« Digitalization, Sustainability, and Organic Agritourism » is the theme chosen by the National Tourism Office of Madagascar this year, organizer of the 9th edition of ITM. The event’s opening was made official on June 15, 2023, at the International Conference Center in Ivato, in the presence of the Prime Minister, Christian Ntsay, and the Minister of Tourism Joel Andriamandranto.

This edition stands out from the previous ones, not only because of its theme but also by the number of exhibitors, conferences, and partners from all regions of Madagascar, as well as the « vanilla islands » invited. Among them is the strong delegation from Mauritius, guest of honor, led by Donald Payen, chairman of the Mauritius Tourism Promotion Authority (MTPA). All gathered on this day to show solidarity after the industry’s disruptions. Due to pandemic constraints, three years have passed without ITM, which is a platform for exchange and easy access to new opportunities. The relaunch of the event, with no less than 17 exhibition platforms, and more than 300 stands set up on 30,000 square meters, is a fervent sign of the end of the ordeal for the tourism industry.

« Tomorrow’s tourism must reinvent itself to ensure its sustainability », declares Donald Payen during the opening speech. Indeed, the accumulation of the effects of the pandemic on tourism and the imminent environmental threat has made us aware of several points to improve. These include business models, modes of transport, methods of production, and so much more. All these issues must be considered with a common goal: the revival of the tourism industry. According to the World Tourism Organization, tourism recovery is already underway. 80 to 95 % recovery is expected this year, and the event’s guest of honor, Mauritius, is living proof. It had already reached its pre-pandemic level last April. With this small island but a titanic model of tourism sector development at its side, Madagascar also hopes to reach its pre-covid level this year. This would allow the Big Island to spread its wings economically, as tourism, contributing 15 % to its GDP, is a major instrument.

This ninth edition of ITM is an opportunity for Madagascar to position itself as a leading tourist destination in the Indian Ocean and Southern Africa. It aims to attract 350,000 tourists this year and is doing everything it can to achieve this. To this end, with the rest of the government, the Malagasy Ministry of Tourism has already initiated an improvement in the investment climate and the environment of the tourism sector. Hence the enthusiastic commitment of major hotel groups such as Accor and Radisson Blu on the island.

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