To attract tourists in numbers, Madagascar has decided to use other means than traditional stands at international tourism fairs. The Big Island has relied on ten international influencers specializing in the creation of content on travel and hotels. Videos are circulating on social networks to reach a new type of clientele.
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With our correspondent in Antananarivo, Sarah Tétaud
In 2008, a historic year for tourism in Madagascar, the Big Island welcomed 375,000 foreign visitors: a record never equaled since. Two big names in the private sector as well as the regional office of tourism of Nosy Be have therefore decided this year to call on influencers to revive this key sector of the country’s economy. They come from France, Spain, the Netherlands or, like Mike Eloff and Carlinn Meyer, from South Africa. Between them, they have nearly a million followers on the various platforms that they provide with content.
From tourism fairs to influencers
That day, influencers are introduced to raffia weaving alongside women specializing in making high-end bags and hats. “ We’re shooting videos and also little clips that I’ll put together later and on which I’ll record voiceovers to explain everything we saw and did and that we’ll put on Instagram. I say where we are exactly, if it’s in Tana or elsewhere so that people can return there. Even though the island is close to home, many South Africans don’t know about it. And when I remind our followers that it’s only a three-hour flight from Johannesburg, they get totally excited! »
An Instagrammable destination
Creating enthusiasm for the Madagascar destination among a new audience thanks to influencers is what the organizers of this all-expenses paid stay are aiming for. “ Right now, people are on social media more. What pushes them to choose destinations is really seeing these beautiful images of the beach, of people who live in quote “Island Lifestyle, explains Karine Randriamampianina, the “Brand and Communication” coordinator for Radisson hotels in Madagascar, one of the two companies behind this project. “ Madagascar is truly a very Instagrammable destination: it’s the craftsmanship, it’s the beautiful sunsets, it’s the hospitality. We tried to create an itinerary that encompasses all of these things so that these influencers can really live the experience and then pass it on to the whole world. » A 2.0 promotional campaign widely followed on social networks and the results of which are extremely awaited.
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