About

Summary:

Commissioned by the Netherlands Enterprise Agency (CBI) and ONTM, Acorn Tourism Consulting Ltd conducted a comprehensive tourism market intelligence study for Madagascar. The objective was to identify potential new tourism source markets, analyse opportunities within Madagascar’s traditional French market, and explore solutions to key barriers such as limited air access.

 

Our Approach:

We utilized a multi-faceted methodology combining desk research, consultations with local experts, and qualitative interviews with 17 tour operators from Germany, Scandinavia (Denmark, Norway, Sweden), and South Africa. Social media analyses were conducted to understand independent traveller perceptions. For the French market, interviews with specialist operators and an analysis of their marketing approaches helped identify niche opportunities. Additionally, we reviewed air access challenges and benchmarked against similar destinations.

 

Outcomes:

Potential Source Markets: Germany, Scandinavia, and South Africa emerged as promising markets. These travelers are drawn to Madagascar’s unique nature and adventure offerings.

French Market Expansion: Opportunities exist in niche segments such as community-based tourism, trekking, and educational tours. Strong ties with France remain pivotal for tourism growth.

Key Barriers: Limited and unreliable air access, safety concerns, and high costs of travel were identified as primary obstacles.

 

Key recommendations included:

• Developing targeted promotional campaigns highlighting Madagascar’s unique landscapes and cultural experiences.
• Addressing air access issues by collaborating with airlines and exploring alternative connections.
• Emphasising sustainability and authenticity to differentiate Madagascar in competitive markets.

 

The insights provided guided ONTM and Madagascar’s SME tourism businesses in crafting a robust promotional strategy to attract diverse international travellers.