Africa’s Eden, the private sector-led destination marketing alliance for Southern Africa, has signed a Memorandum of Understanding (MOU) with the Confédération du Tourisme de Madagascar (CTM). This milestone agreement cements a shared vision for regional cooperation, tourism leadership, and cross-border business growth.
The MOU outlines areas of collaboration such as reciprocal membership benefits, knowledge exchange, event partnerships, and a joint commitment to sustainability. CTM brings national-level advocacy and private sector strength in Madagascar, while Africa’s Eden contributes regional marketing reach and multi-country representation across eight African nations.
Jillian Blackbeard, CEO of Africa’s Eden, spent the past week in Madagascar meeting with CTM representatives and new members, exploring opportunities to amplify Madagascar’s position on the global tourism map. Membership drives are currently underway in both Antananarivo and Nosy Be, as interest in regional tourism alignment accelerates following her visit.
“Madagascar is an essential and powerful piece of the Africa’s Eden vision,” said Blackbeard. “It’s a country that defies expectation. It’s rich in biodiversity, cultural expression, and private sector energy. This MOU marks an exciting step forward as we work hand-in-hand with CTM to build a stronger, united voice for the region.”
During her time in Madagascar, Blackbeard also participated as a speaker at the SADC Industrialisation Week, joining a high-level panel on “Leveraging Tourism for Regional Integration and Economic Development.” From the stage, she urged regional policymakers to embrace harmonised visa-free regimes:
“We need to stop going around in circles. From the tourism private sector’s perspective, talking about Univisas is a step backwards when countries like Zambia and Botswana already have visa-free access for key source markets. We should be moving forward—towards a truly harmonised visa-free regime.” She also advocated for liberalised skies and a unified approach to route development:
“A simple, immediate solution is for member states to upload their commitments under the Yamoussoukro Decision and SAATM. Removing protectionism around national airlines is vital if we are serious about regional integration.”
Tojo ‘Lytah’ Razafimah, President of CTM, echoed the importance of the partnership:
“Business is all about cooperation, networking, and benchmarking good practices. As a private tourism organisation, CTM aims to offer its multisectoral members bold linkages to competitive readiness—through data sharing, pro bono partnerships, and strategic alliances. Africa’s Eden and its members embody this spirit, and I’ve decided with no hesitation to bridge that value to our members. B2B is key to growth. Regional integration can unlock doors.”
Natalia Rosa, Project Lead of the SADC Tourism Alliance, welcomed the development:
“This MOU between the SADC Tourism Alliance’s strategic partner, Africa’s Eden, and our member in Madagascar, the Confédération du Tourisme de Madagascar, is a step towards building the regional tourism corridors we urgently need. It reflects the kind of cross-border collaboration the SADC Tourism Alliance exists to catalyse: one that leverages each partner’s market knowledge, trade connections, and destination strengths to drive multi-country itineraries and investment. CTM’s role as the SADC Tourism Alliance’s representative in Madagascar ensures alignment with our regional priorities, while Africa’s Eden brings a strong track record of turning regional ambition into practical tourism delivery. Agreements like this are how we shie from talking integration to implementing it.”
The partnership follows Madagascar’s inclusion into Africa’s Eden at the 2024 AGM, alongside Malawi, Angola, and Mozambique. This expanded network sets a new standard for how regional tourism can unite for shared impact, increased visibility, and long-term resilience.