2013年-世界发展银行全球_Madagascar_Tourism_Sector_Review___Unlocking_the_Tourism_Potential_of_an_Unpolished_Gem_35页_1mb

报告摘要

Summary of Madagascar Tourism Sector Review

Core Content

Madagascar is a unique island nation with a diverse range of tourism assets, including wildlife, beaches, cultural experiences, and natural landscapes. Despite its potential, the tourism sector has been significantly impacted by political instability, particularly the 2009 crisis, which led to a 57% drop in international arrivals. However, the sector has shown resilience, with an average annual growth rate of 16.3% in the years following the crisis.

The tourism sector contributes substantially to Madagascar's economy. In 2011, it directly contributed 5.4% to GDP and 14.9% when considering indirect and induced impacts. It also accounts for 4.3% of direct employment and 12.5% of total employment. Visitor spending in 2012 was estimated at US$280 million, with a median expenditure of US$3,250 per tourist.

International arrivals have historically been dominated by the French market, which accounted for 69% of arrivals in 2011 when including Réunion. Other significant markets include Italy, Germany, and the UK. However, the lack of market diversification remains a challenge.

Main Tourism Products

National Parks: 64.4% of tourists visited at least one national park, with 96% of all visits concentrated in ten parks. These parks are known for their endemic wildlife and natural beauty.
Hiking and Nature Walks: 63.7% of tourists engaged in hiking or nature walks.
Beach Tourism: 63.6% of tourists spent time at the beach, with Nosy Be and other coastal areas being popular.
Cultural Tourism: 70.4% of tourists visited craft shops, and 24.5% visited museums or historic monuments.

Tourism Infrastructure and Access

Accommodations: From 2003 to 2012, the number of hotels increased by 162%, and hotel rooms by 120%.
Air Access: Madagascar is connected to nine global destinations, but its air connectivity is among the worst in the world (ranked 193 out of 211 countries). It has limited access to Europe and faces challenges with flight reliability and pricing.
Cruise Tourism: Madagascar has four major ports that can accommodate large cruise ships, but cruise ship calls dropped significantly after the 2009 crisis and the rise of piracy.

Institutional Framework

Public and Parastatal Institutions:
- The Ministry of Tourism (MT) oversees the national tourism policy.
- The Madagascar National Tourism Office (ONTM) promotes tourism and manages the tourism levy.
- Madagascar National Parks (MNP) manages the country's 52 national parks, with only 20% of operating costs covered by entry fees.
- The National Institute of Tourism and Hospitality (INTH) provides training in hospitality and sustainable tourism.
Private Sector Associations:
- The Madagascar Federation of Hotels and Restaurants (FHORM) is the largest association, representing 40% of hotels and 60% of bed supply.
- The Association of Inbound Tour Operators (TOP) and Madagascar Association of Travel Agents (AAVM) represent tour operators and travel agents.
- GO TO Madagascar is a cross-cutting association that promotes integrated tourism activities and sustainability.

Key Issues

Outdated Policy and Planning: The Tourism Master Plan (TMP) from 2004 is no longer aligned with current global trends such as sustainability, technology, and economic shifts.
Lack of Coordination: There is no formal coordination mechanism between the Ministry of Tourism and other government bodies involved in tourism.
Poor Infrastructure: The country suffers from a lack of reliable and affordable air access, a poor road network, and limited tourism infrastructure.
Inconsistent Quality Standards: There is a lack of uniform quality standards across the tourism sector.
Limited Marketing Efforts: The sector lacks a comprehensive marketing strategy, and there is a concentration on the French market.

Recommendations

Policy and Planning: Update the Tourism Master Plan to reflect current global trends and Malagasy policy changes. Establish a more integrated approach to tourism development.
Human Resource Development: Expand training programs and improve the quality of tourism-related education.
Access Improvements: Enhance air connectivity and reduce costs through better policy and infrastructure investment.
Marketing Strategy: Diversify the market and increase promotional efforts to attract new tourist segments.
Product Development: Focus on product diversification and enhance the quality and sustainability of tourism offerings.

Conclusion

Madagascar has the potential to become a significant contributor to economic growth through tourism, given its unique natural and cultural assets. However, the sector's development has been hindered by political instability, outdated policies, and poor infrastructure. Addressing these challenges through coordinated policy reform, improved infrastructure, and diversified marketing could unlock the full potential of the tourism sector and support long-term economic revival.