The Challenges of Growing a Small, Ethical Tour Company in Madagascar
Running a small, community-led tour company in Madagascar is an adventure in itself. We (Bethany and Tsiraiky) built Miremby with the vision of offering immersive, ethical travel experiences that support local communities and protect the environment. But growing a small company in an industry dominated by larger operators presents real challenges—ones we face daily as we try to carve out our place in the travel world.
Competing with Larger Tour Operators
One of the biggest hurdles we face is competing against larger tour companies that can book out blocks of rooms over large periods. Many accommodation providers prioritise businesses that can guarantee high-volume bookings, making it difficult for smaller operators like us to secure the best options for our clients. This can be frustrating, as we want to provide comfortable, locally owned accommodations that align with our values.
We’ve had to be creative—fostering strong relationships with community-run lodges and guesthouses, working with partners who share our ethos, and remaining flexible with bookings. While we may not always get priority in high-demand locations, we find that our clients appreciate the more personal, unique stays that we arrange.
Growing an Email List & Building Awareness
As a small team of two, marketing often takes a backseat to the logistics of running tours and ensuring every trip runs smoothly. We don’t have a dedicated marketing team; it’s just us, trying to grow Miremby while managing day-to-day operations. One of our biggest challenges is expanding our email list and reaching new travelers who are curious about Madagascar but don’t know where to start.
Unlike major companies with large marketing budgets, we rely on word-of-mouth, social media, and our Substack to share our story. We want to build a community of travelers who care about ethical tourism and sustainable travel. If you love what we do, signing up for our emails or sharing our posts goes a long way in helping us grow.
Changing Perceptions of Madagascar
Another challenge we face is shifting people's perceptions of Madagascar. Many people either don’t know much about the country or have misconceptions—some assume it's only for hardcore adventurers, while others think of it as a beach resort destination similar to Mauritius. The reality is much more complex.
Madagascar is one of the most biodiverse places on Earth, home to incredible landscapes, wildlife, and cultures that you won’t find anywhere else. But it’s also a country where infrastructure is limited—travel takes time, and road conditions can be rough. We want to show people that while Madagascar isn’t an easy destination, it is one of the most rewarding places to explore. The challenge is convincing people that the effort is 100% worth it.
Convincing Travelers That Madagascar Is Worth the Effort
Madagascar isn’t a destination you can just hop over to for a quick getaway. Flights are expensive, roads are challenging, and it requires a bit more patience than other travel destinations. But what you get in return is an experience unlike any other—a chance to truly connect with nature, witness rare wildlife, and engage with communities in a meaningful way.
We work hard to prepare our clients for the realities of travel in Madagascar, setting expectations so that they’re ready for the adventure ahead. We also make the journey as smooth as possible, arranging private transport, curating itineraries that balance adventure and relaxation, and ensuring our travelers are supported every step of the way.
Still, overcoming hesitation is tough. Many travelers are drawn to places with well-established tourism industries where everything is predictable and easy. Madagascar is different—but for those willing to take the leap, it’s unforgettable.
The Reality of Running a Two-Person Tour Company
All of these challenges are amplified by the fact that it’s just the two of us running Miremby. We’re not just planning itineraries—we’re also handling bookings, marketing, partnerships, and community outreach. We believe in what we’re doing, but growing as a small, ethical company takes time, perseverance, and a lot of energy.
If you’ve been following our journey, thank you for your support. Every email signup, social media share, and recommendation helps us keep doing what we love—showcasing the beauty of Madagascar while making a real impact on the communities we work with. If you’re considering a trip, we promise it will be one of the most enriching experiences of your life. And if you’ve already traveled with us, we hope you’ll continue to be part of our story.
Want to learn more? Sign up for our emails, follow us on social media, or reach out—we’d love to hear from you.
