Maximizing the tourism industry’s potential

The World Travel Market (WTM London) took place from November 5 to 7, gathering key industry players, with Madagascar represented by a delegation from the National Tourism Office (ONTM) to promote the country as a prime travel destination.

Sixteen sector representatives, including tour operators, a regional tourism office, Madagascar Airlines, and the Big South project, formed the delegation. Since 1980, WTM London has been an annual must-attend event for global travel professionals, offering extensive networking and promotional opportunities.

This year, over 2,000 exhibitors from nearly 100 destinations participated, giving Madagascar a chance to enhance its international tourism profile. The event serves as a crucial platform for establishing partnerships and fostering cooperation among tourism stakeholders, making it a prime opportunity for Madagascar to distinguish itself and strengthen its standing in the global tourism arena.

The United Kingdom ranks among the top five countries for tourism to Madagascar, presenting significant growth potential for the destination. Participation in WTM London is therefore a strategic move to boost visibility, forge new commercial partnerships, and strengthen relationships with sellers, ultimately encouraging an increased flow of British tourists. It is worth noting that Madagascar stands out as a unique destination, home to 5 % of the world’s biodiversity.