Madagascar Tourism

What Madagascar Tourism does

Madagascar Tourism (madagascar-tourisme.com) is the official national tourism promotion portal of the Republic of Madagascar, operated by the Office National du Tourisme de Madagascar (ONTM) under the supervision of the Ministry of Tourism and Handicrafts (Ministère du Tourisme et de l'Artisanat). The platform functions as a public-sector destination marketing organization (DMO): a non-commercial, content-driven informational gateway that aggregates and disseminates destination content, accommodation listings, activity catalogs, regional guides, event calendars, and practical travel information for inbound visitors. Its content is delivered in five languages — French, Italian, English, German, and Chinese — covering all major geographic regions of Madagascar (Central Highlands, North, Northwest, East, Southeast, Southwest, and cultural attractions).

The underlying technology is a standard multilingual CMS-based web portal with content marketing, email newsletter, and multilingual social media channels as its primary surfaces. It does not operate as a booking engine or commerce platform; rather, it routes qualified visitor interest to certified local operators, including SAFE TRAVELS-certified tour operators, hotels, lodges, guesthouses, regional tourism offices, transport providers, Madagascar National Parks, and airline partners such as Air France. Strategic ecosystem partnerships with conservation bodies (CétaMada, Madagascar National Parks) and community-based tourism associations (FIVEAMA) tie destination promotion to responsible and eco-tourism verticals.

The entity is wholly government-controlled with no private investors, VC/PE ownership, or disclosed funding rounds. The revenue model is non-commercial: there is no pricing, no booking commissions, no advertising disclosures, and no subscription revenue. Operating funding flows from the Ministry of Tourism and Handicrafts through standard public-sector budgetary channels. The primary "customers" are internationally distributed prospective tourists (a long-tail of individual travelers from Europe, North America, and increasingly Asia) and travel-trade intermediaries (tour operators and travel agencies) seeking authoritative destination content. Recognition includes the World Travel Awards – Indian Ocean, reinforcing its position as the authoritative destination marketing channel for Madagascar.

Name

Madagascar Tourism

Legal name

Madagascar Tourism

Website

https://madagascar-tourisme.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Madagascar Tourism is the official government-operated national tourism portal (ONTM) that promotes Madagascar as a destination through multilingual destination guides, accommodation listings, activity catalogs, and travel-trade resources, routing visitors to certified local operators rather than transacting directly.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Services-Advertising Agencies (7311)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

Keywords

• Destination marketing
• Tourism promotion
• National tourism portal
• Travel information portal
• Destination management

Headquarters

HQ city

Antananarivo

HQ country

Madagascar

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Distribution channels1 record

Marketing channels3 records

Core offering

Madagascar Tourism operates the official national tourism promotion portal for Madagascar, delivering comprehensive destination marketing content including accommodation directories, tourist activity catalogs, regional destination guides, practical travel information, and event calendars. The portal functions as an informational gateway connecting international travelers with certified local tour operators, hotels, lodges, and service providers across all regions of Madagascar.

Product overview

Madagascar Tourism (ONTM) operates a unified content platform providing tourism services for Madagascar. The website serves as the official national tourism portal, offering accommodation listings across multiple categories (luxury hotels, standard hotels, budget options, lodges, and homestays), a catalog of tourist activities (wildlife observation, diving, trekking, water sports, photography, and eco-tourism), destination guides for all regions (Central Highlands, North, Northwest, East, Southeast, Southwest), practical travel information including SAFE TRAVELS certified operators, and an event calendar covering Madagascar's cultural festivals and seasonal events. The platform functions as an informational and promotional resource rather than a booking engine.

Differentiator

Problem solved

Functional benefit

Products and services

• Madagascar Tourism Official Portal (madagascar-tourisme.com) The official government tourism promotion portal for Madagascar, providing multilingual travel information, destination guides, accommodation and activity directories, practical travel resources, and event calendars for international visitors and travel trade partners.
• Accommodation Directory

Quantifiable outcome

• 7 varieties of baobabs, 19,000 plant species, and over 100,000 animal species documented on the island
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, regional and minor.

• Office National du Tourisme de Madagascar (ONTM)coreOthersThe official government tourism authority operating the madagascar-tourisme.com portal. ONTM serves as the national tourism promotion body coordinating destination marketing efforts.
• Les Îles Vanille (The Vanilla Islands)regionalStrategic or Co-development PartnerRegional tourism initiative grouping Indian Ocean island destinations for joint promotional activities. Madagascar participates as a member destination in this regional tourism alliance.
• CétaMada (Cétacés de Madagascar)coreStrategic or Co-development PartnerMarine mammal conservation association that developed a responsible whale watching charter in Madagascar, promoting eco-friendly cetacean observation practices.
• FIVEAMA (Femmes de l'Ankarana)minorStrategic or Co-development PartnerWomen's association in the Ankarana region offering authentic ecotourism experiences, accommodations, and cultural discovery programs managed by local women.
• Madagascar National ParkscoreStrategic or Co-development PartnerParks authority managing protected areas. Revenue from park entry fees directly funds conservation and site maintenance, supporting responsible tourism.
• Air FranceminorChannel Partner/ Reseller/ DistributorAirline partnership for air transportation to Madagascar, displayed as partner on the tourism portal.
• Regional Tourism OfficesregionalChannel Partner/ Reseller/ DistributorNetwork of regional tourism offices throughout Madagascar's regions providing local tourism services and information.
• SAFE TRAVELS Certified OperatorscoreChannel Partner/ Reseller/ DistributorCertified tour operators and service providers meeting hygiene and safety protocols for travel during the pandemic period, listed on the portal.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Others

• Les Îles Vanille (Vanilla Islands): Regional tourism alliance grouping Indian Ocean island destinations for joint promotion. Listed as a partnership of Madagascar Tourism, and comparable as an ecosystem participant — a sister regional DMO consortium in the same Indian Ocean geography.

Broad incumbents

• Atout France: France's national tourism development agency, a state-affiliated body that promotes France as a destination globally. Directly comparable to Madagascar Tourism/ONTM as a government-backed destination marketing organization with multilingual content and international promotion mandate.
• Tourism New Zealand: National tourism board for New Zealand, a government-backed DMO. Comparable as a state-affiliated destination marketing organization with a strong content-led multilingual portal, regional offices, and operator partnerships — a benchmark for biodiversity-led destination branding.
• Visit Dubai: Government-backed tourism body promoting Dubai internationally. Comparable as a state DMO with a multilingual promotional portal, accommodation/activity directories, and event calendar — represents a more mature, well-funded DMO archetype.
• Tourism Authority of Thailand: Government tourism authority responsible for international destination marketing of Thailand. Comparable as a national DMO operating a multilingual promotional portal with destination guides, accommodation directories, and event calendars on a far larger scale.
• South African Tourism: National tourism agency for South Africa, a government-affiliated DMO marketing wildlife and nature-based tourism. Directly comparable thematic positioning (biodiversity, safari, adventure) and DMO operating model with multilingual portal.

Direct peers

• Maldives Marketing & PR Corporation: Government-affiliated DMO marketing the Maldives as an Indian Ocean destination. Comparable as a state-linked tourism promotion portal operating in a competing Indian Ocean leisure category with multilingual content and operator certification programs.
• Tourism Mauritius: Official Mauritius Tourism Promotion Authority, the national DMO for Mauritius. Comparable as a government-backed Indian Ocean destination marketing portal with multilingual content and operator/accommodation listings, and a direct regional competitor.
• Office de Tourisme de La Réunion: Official tourism promotion body for La Réunion, a French overseas territory in the Indian Ocean. Closely comparable to Madagascar Tourism as a regional Indian Ocean DMO with multilingual portal, biodiversity-led marketing, and emphasis on adventure/ecotourism.
• Visit Seychelles: National tourism board for Seychelles, another Indian Ocean island destination. Comparable as a government-affiliated DMO promoting an Indian Ocean island with multilingual site and operator directory, competing directly with Madagascar for similar visitors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ilemadagascar
• LinkedInlinkedin.com/company/office-national-du-tourisme-de-madagascar

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madagascar Tourism