Madagascar: A lightning-fast transition at the Ministry of Tourism and Handicrafts

An interview with Lily Rafaralahy, Minister of Tourism and Handicrafts, who represented Africa and Madagascar at the Solidarisimo International Tourism and Travel Fair (SITV). We conducted an exclusive interview following the Minister’s meeting with Malagasy people living and working in France.

Less than a month after her appointment as head of the Ministry of Tourism and Handicrafts in the new government that took the reins of Madagascar, Lily Rafaralahy, a key figure in the Genz Z Madagascar Collective, is making her mark with her personality and drive for action.

She has already undertaken several trips and established partnerships internationally. Her goal is to reassure tourists, who represent a vital resource for the Big Island, contributing nearly 15 % of the national GDP, and to highlight the full potential of this destination.

Madagascar attracts more than 325,000 tourists from around the world and aims for 1 million visitors by 2028.

What path led you to head the Ministry of Tourism and Handicrafts in Madagascar?

Lily Rafaralahy: As you know, there was a revolution in Madagascar. This revolution was initiated by three municipal councilors from the community of Antananarivo.

I am one of those three people. I must admit that I was offered three different ministries, but it was with determination that I chose to assume this responsibility at the head of Malagasy Tourism.

This choice stems both from my expertise in communication—I have a degree in journalism from the University of Antananarivo—and from solid experience in tourism and hospitality through the Malagasy Youth, a project funded by the Canadian government to which I dedicated a great deal of time and effort.

What is the purpose of your presence in Colmar at the International Tourism and Travel Fair?

LR: I was in Colmar to represent Madagascar, but also the entire African continent.

I received a warm welcome; I was received with open arms. This allowed me to speak with many international tourism officials.

The feedback has been positive. Most importantly, I signed an agreement with Tourism Without Borders (TSF) regarding the preparation and organization of the International Tourism Conference in Madagascar in June 2026.

We also established a partnership with Tourism Without Borders to strengthen our training capacities. Starting at the end of November, TSF will send us training experts.

What are the first urgent tasks?

LR: We heard a lot of negative things during the events.

There were many booking cancellations. So we decided to launch the « Let’s Restore Madagascar’s Image Together » campaign through a dedicated platform, Mada Best Deal, to reassure people and show that everything has returned to normal.

At the same time, we will focus on developing Madagascar’s untapped tourism potential.

If Tourism Without Borders has chosen Madagascar to represent Africa, it is precisely because everyone is aware of the extraordinary potential of our Great Island.