The Madagascar National Tourism Board has launched “Madagascar Uncharted: Beyond the Baobabs” – a new communications campaign focusing on off-the-beaten-track destinations in the country.

The initiative showcases the richness of Madagascar through the eyes of 10 international content creators from Europe, the US, UAE, Africa and Australia on a road trip along the RN7 from Morondava to Tulear, passing through Antsirabe, Fianarantsoa, Andringitra and Isalo Ranohira. The journey is narrated through cinematic videos shared on social media.

“The campaign focuses on lesser-explored destinations within the country. While Madagascar is globally recognised for its iconic baobabs, this initiative showcases other equally fascinating aspects of the island. It marks a historic milestone as it is the first time Madagascar has launched an initiative of this scale to promote its tourism sector,” explains Irina Seheno, Director of Communication at Madagascar National Tourism Board.

The project is part of a strategy to enhance the destination's attractiveness, particularly among priority markets and key players in the tourism sector. Further activities planned for the future include digital marketing campaigns, press trips, influencer collaborations and partnerships with tour operators. Additionally, Madagascar’s presence at international tourism fairs will continue to reinforce its positioning and attract diverse market segments.

“The government is actively working to support tourism development, ensuring steady progress in key areas such as air connectivity, infrastructure and skills development, among others. Despite these challenges, efforts to develop and promote Madagascar as a must-visit destination continue, ensuring long-term growth for the tourism sector,” says Seheno.