The UAE, Seychelles, Madagascar, Réunion, Mauritius, Comoros, Mayotte, Morocco, and several international partners gathered at ITM 2025 in Antananarivo to initiate a significant shift in regional tourism strategy, marked by the launch of the Vanilla Islands Travel Card. This new initiative aims to enhance multi-island travel across the Indian Ocean by providing visitors with seamless access, exclusive discounts, and a unified branding for destinations. The event highlighted a commitment to regional cooperation, featuring high-level delegations, strategic airline connections, and joint promotional efforts that signal a new era for sustainable tourism, making the Indian Ocean a competitive global travel hub.

During the event, held from June 12 to 15 at the CCI Ivato, the participating nations emphasized their dedication to regional tourism cooperation. The Vanilla Islands Travel Card was officially launched, designed to facilitate multi-island travel, offer visitor discounts, and strengthen economic and cultural ties in the region. The event attracted high-level delegations, global travel agencies, and over 30 international media outlets, demonstrating a shared commitment to sustainable tourism and integrated branding for the Indian Ocean.

Seychelles played a pivotal role at ITM 2025, with a delegation led by Mrs. Bernadette Willemin, Director General for Destination Marketing at Tourism Seychelles. The delegation showcased Seychelles’ commitment to sustainable tourism and enhanced multi-island travel integration. It included Ms. Bernadette Honore, Senior Marketing Executive, and Ms. Cindy Tirant, Director of Tirant Tours & Travel. Together, they engaged in discussions with regional stakeholders to deepen ties and promote Seychelles as an accessible destination, especially following new air connectivity initiatives.

A notable highlight was the new Emirates route connecting Dubai, Seychelles, and Antananarivo, which has improved regional accessibility and visibility among travel agencies. Bernadette Honore remarked on the increased demand from local agents who are now more inclined to promote Seychelles as a leading destination due to improved routing and flight frequency.

The Vanilla Islands Travel Card, unveiled during the Vanilla Islands General Assembly, is designed to enhance multi-island tourism by offering exclusive discounts and simplified travel logistics across six destinations: Seychelles, Madagascar, Réunion, Mauritius, Comoros, and Mayotte. This initiative reflects years of planning and cooperation among regional leaders who acknowledged the necessity of a unified tourism strategy.

The card will provide benefits such as discounted domestic flights, reduced entry fees at attractions, and bundled accommodation offers, all aimed at making inter-island travel more attractive. The support for the Vanilla Islands Card was strong from all member territories, with Mauritius leading the announcement alongside Seychelles and Madagascar.

The Vanilla Islands General Assembly, held concurrently with ITM 2025, served as a platform for tourism officials and private sector leaders to align regional priorities and accelerate collaboration. The assembly reinforced the vision of a cohesive Indian Ocean travel destination and discussed the importance of promoting multi-country itineraries and easing inter-island movement.

Mauritius was reappointed as the Chair of the alliance until December 2025, with the Comoros set to assume the presidency in January 2026. Delegates outlined several initiatives to sustain the alliance’s momentum, including a regional tourism roadshow in Paris, a shared pavilion at ITB Berlin in March 2026, and an economic forum between Madagascar and Mauritius focused on tourism and trade cooperation.

Morocco and the UAE were welcomed as Guests of Honour at ITM 2025, adding an international dimension to the event. Morocco’s participation, as a lead guest, highlighted its status as a major African tourism destination, while the UAE emphasized its commitment to enhancing regional connectivity through airline partnerships.

As the host of ITM 2025, Madagascar showcased its commitment to biodiversity and responsible tourism development. The event commenced with a ceremony led by President Andry Rajoelina, celebrating the nation’s unique ecological heritage and setting the tone for future discussions on sustainable tourism.

ITM 2025 attracted global tourism professionals and media, facilitating networking and investment dialogue with over 80 exhibitors from various countries. Travel agencies engaged in business meetings and familiarization trips to explore the region’s offerings. The media coverage emphasized policy announcements and cultural presentations, showcasing the commitment to sustainable tourism and the launch of products like the Vanilla Islands Travel Card.

Looking ahead, the Vanilla Islands alliance has laid out a roadmap to enhance the Indian Ocean’s tourism presence through coordinated events and joint promotions. Key upcoming events include the Vanilla Islands Roadshow in Paris and a shared pavilion at ITB Berlin, aimed at presenting the region as a unified destination.

The outcomes of ITM 2025 signal a transformative moment for regional tourism diplomacy, as participating countries focus on collaboration, shared identity, and cross-border opportunities. The launch of the Vanilla Islands Travel Card and the commitment to sustainable tourism mark a new chapter for the Indian Ocean tourism community, poised for growth and global engagement.