Rethinking the marketing of lesser-known destinations

Madagascar's tourism sector has been facing stagnation and even decline for several years. Despite constant efforts to revive the sector no decisive results have been observed. The project proposed here stands out for its innovative approach combining marketing innovation and the enhancement of local resources with a strategy that is both economical and perfectly adapted to Malagasy culture and philosophy.It is important to recognize that the Ministry of Tourism's limited budget does not allow it to adopt the tourism promotion models of developed countries. Moreover it would be counterproductive to blindly follow these models. The solution lies in a viable innovative and creative approach based on a concept known as tourism e-ambassadors. These represent a strategic means of promoting Madagascar through digital ambassadors drawn from our diaspora and social networks capable of spreading our message in a targeted and engaging way. Developed countries benefit from considerable financial resources to fund international promotion strategies.