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| Viviane Dewa, Minister of Tourism and Crafts. |
Decimated by the health crisis, tourist activities are trying to make up for lost time. Despite the shortcomings and handicaps, the horizon seems to be clearer than before.
Optimistic. Without excess zeal. It is in this thoughtful posture that Viviane Dewa, Minister of Tourism and Crafts, invited journalists to breakfast the day before yesterday at her office in Tsimbazaza. On the menu, an overview of the situation which has prevailed since she took charge of this ministerial department. And the first question remains: will Madagascar have the capacity required to accommodate the million tourists in the best conditions in 2028, a real challenge?
Viviane Dewa, without dodging the question, was keen to emphasize that “all government efforts are coordinated and synchronized so as to achieve this objective, given that the various interdependent activities revolving around tourism involve other ministries”.
Thus, the government has put together a transversal strategy of seven pillars: governance of the sector (formalization of actors, development and adoption of the new Tourism Code), construction of infrastructure (eleven thousand five hundred quality rooms to be built), promotion of the destination (participation in international trade fairs and use of the services of influencers), the improvement of air connectivity (on long-haul and domestic flights), the security of tourists’ stays, the diversification of tourist offers with sporting variations (beach soccer, golf, kitesurfing, water sports, trail running, hiking) and professional training for those who make a living from tourism.
New logo
For hotels and restaurants, large international groups like Radisson have already confirmed their intention to set up. Powerful Emirati operators have expressed great interest in investing in Madagascar. According to Viviane Dewa, “a new hotel with eight hundred rooms is under construction in Nosy Be, of which five hundred are already operational, in order to meet the growing demand of visitors”.
To mark this renewal, the occasion was chosen to unveil a new tourism logo for Madagascar: “Representing a baobab, emblematic symbol of the country, as well as majestic waves, in reference to the magnificent coasts of the island. This new visual embodies the natural diversity and cultural wealth of Madagascar. With clear objectives and an ambitious strategy, Madagascar is now positioning itself on the global market to become a leading tourist destination by 2028,” by way of description.
According to estimates during the boom years of tourism and air travel, they contributed around 20% of gross domestic product (GDP). This shows their importance on the real economy. In fact, tourism is an industry that brings in foreign exchange without exporting anything except the beautiful images and the good reputation of the country.
Eric Ranjalahy
