Filmed Malagasy landscapes, narrated culture, and staged territories: imagery could now become a new gateway to Madagascar. The National Tourism Office of Madagascar (ONTM) and the Malagasy Film and Cinema Center (ISSM) have signed a partnership agreement covering the 2026-2027 period. This collaboration aims to bring together two sectors long considered separately: tourism and cinema.
At the heart of this initiative, the seventh art is called upon to play a role in promoting Madagascar as a destination. Through cinematographic and audiovisual productions, the landscapes, cultures, expertise, and various territories of Madagascar will benefit from new visibility. The goal is to move beyond traditional tourism promotion to favor narratives and images capable of providing a different perception of the Great Island.
The partnership notably plans to facilitate and support filming projects that contribute to the influence of Madagascar as a destination. In this context, the ONTM will provide support to productions, particularly through the hosting of partners and invited professionals, both national and international.
This approach intends to create a favorable environment for the creation of content highlighting Malagasy specificities. Productions will be able to tell the stories of the country’s territories, experiences, cultures, and heritage, while benefiting from distribution to wider audiences.
For the ISSM, this partnership constitutes an opportunity to bring cinema and audiovisuals closer to the tourism sector. This collaboration should allow for the promotion, through imagery, of Madagascar’s cultural identity and wealth, while contributing to the development of Malagasy cinematographic and audiovisual productions.
Beyond the production of films and audiovisual content, the ambition is to develop a true narrative around Madagascar. Discovering a landscape, a culture, or a skill through a cinematic work can indeed awaken the public’s curiosity and encourage them to take a greater interest in the territory presented.
The collaboration between the ONTM and the ISSM thus intends to strengthen Madagascar’s brand image, both among the national and international public. By multiplying audiovisual narratives dedicated to Malagasy territories and experiences, the two institutions wish to spark renewed interest in the Great Island and make cinema a sustainable vector for tourism, cultural, and heritage promotion.
Through this convention covering the 2026-2027 period, the ONTM and the ISSM demonstrate their desire to bring the creative and tourism sectors closer together, relying on the power of imagery to help people discover Madagascar from a new perspective.
Captured & Published at: 2026-08-27 06:23:45 (Madagascar Local Time EAT)
Original Source: https://www.lexpress.mg/2026/08/production-audiovisuelle-le-cinema-sert.html
