The Madagascar National Tourism Board has launched a new international campaign, “Madagascar Uncharted: Beyond the Baobabs,” aimed at spotlighting the country’s lesser-known destinations and positioning the island as a unique, off-the-beaten-path travel experience.
A cinematic journey beyond the icons
While Madagascar is famous for its baobab trees, this campaign shifts focus to the rich cultural and natural diversity found beyond its iconic landscapes. The campaign follows 10 international content creators from markets including Australia, Europe, the US, the UAE and Africa as they travel the scenic RN7 route — from Morondava to Tulear — showcasing stops in Antsirabe, Fianarantsoa, Andringitra and Isalo Ranohira.
The creators document their journey in real time through cinematic video storytelling and social media content, giving global audiences an immersive glimpse into the country’s untapped tourism potential.
Elevating Madagascar’s global profile
“This initiative showcases other equally fascinating aspects of the island and marks a historic milestone, as it’s the first time Madagascar has launched an initiative of this scale to promote its tourism sector,” said Irina Seheno, Director of Communication at the Madagascar National Tourism Board.
The campaign forms part of a broader strategic effort to reposition Madagascar in priority source markets, including Australia, by promoting digital storytelling, trade partnerships and increased visibility at international travel shows.
Investment in long-term tourism growth
The campaign aligns with government efforts to improve infrastructure, air access and skills development in the tourism sector. Future initiatives will include expanded digital campaigns, influencer partnerships, press trips and ongoing engagement with international tour operators.
“Despite challenges, Madagascar is committed to becoming a must-visit destination,” said Seheno.
“This campaign reflects our ambition to drive long-term growth in a sustainable and inclusive way.”
