“Tsena Art Malagasy – Route Digue” :
Where foreign tourists and malagasy shoppers meet

[A vibrant hub for Malagasy handicrafts, cultural exchange and tourism, the market at the Ambohitrimanjaka junction has grown into an internationally recognised destination for visitors seeking authentic Malagasy products.]

Located at the Ambohitrimanjaka junction, Tsena Art Malagasy – Route Digue plays an important role in promoting Malagasy handicrafts and supporting the tourism sector. More than just a marketplace, it has become a meeting point for international visitors and Malagasy consumers alike. As the market and its traders’ association celebrate their 30th anniversary, FIMPIAMA president Razafindrabe Jeannot reflects on the development of this commercial hub and its growing reputation beyond Madagascar’s borders. “The market has continued to grow over the years. You could say it has become an international marketplace because people abroad know it. They may not know Andravoahangy, Pochard or COUM, but they know Art Malagasy – Route Digue. Its reputation extends far beyond Madagascar,” he explains.

“Compared with Antananarivo, and even Madagascar as a whole, this is where you find the highest concentration of tourists,” says Razafindrabe Jeannot, president of the Association of Malagasy Handicraft Traders (FIMPIAMA). This international recognition has helped establish the market as a prominent destination for tourists looking to discover and purchase locally made products.

One of the market’s distinctive features is its daily activity. Open seven days a week, Tsena Art Malagasy – Route Digue continues to welcome customers even on public holidays, Christmas and New Year’s Day. Some traders remain open until as late as 9 p.m. “Here, people keep selling every day, whether it is Sunday or any other day, including Christmas and New Year. Tourists go shopping whenever they have the opportunity, and weekends are particularly popular for outings,” says Razafindrabe Jeannot. Public holidays also bring a different clientele. Government employees, senior officials and wealthier Malagasy customers take advantage of their free time to visit the market.

Local consumers have increasingly embraced Malagasy handicrafts, particularly during periods when wearing traditional or locally made clothing has gained popularity. According to the association’s president, Wednesdays and Thursdays have been especially busy, with many Malagasy shoppers coming to purchase locally produced goods. The market is therefore not exclusively reserved for foreign visitors. It serves as a commercial crossroads where international tourists and local consumers meet, helping sustain the country's handicraft sector.

Flow of tourists

The number of visitors is one of the market’s most striking characteristics. According to Razafindrabe Jeannot, tourists are a constant presence, with vehicles transporting visitors frequently arriving at the site. “That is precisely what I mean when I say this is the market that people know best. You can see it for yourself: there are so many vehicles. Wherever we stand here, we constantly see tourists coming and going,” he says.

Among the international visitors, Europeans remain the most numerous, particularly French and Italian tourists. Asian visitors, including Chinese and Japanese travellers, are also becoming increasingly visible. “Europeans are still the most numerous. But Asian tourists are starting to come in greater numbers, particularly Chinese and Japanese visitors. The French are almost like Malagasy people here because they are so numerous, followed by the Italians,” the FIMPIAMA president notes.

Transactions at the market take place in both foreign currencies and the Malagasy ariary. Some visitors pay directly in local currency, while others use foreign cash. Currency exchange services are also available on site, according to the association’s president, who says that authorised operators comply with the relevant administrative requirements.

Asked which currency traders generally prefer, Razafindrabe Jeannot says foreign currency is often more attractive to them. “For us, foreign currency is preferable. If a seller quotes a price of €10, for example, that amount has a certain value. Ten euros is worth approximately 50,000 ariary, depending on the exchange rate. For a foreign visitor, €10 may not seem like much. But when the amount is converted into Malagasy currency, it can appear considerably larger, and that can lead to more bargaining,” he explains.

Facilitating the export

Beyond sales at the market itself, another important issue concerns tourists who wish to take their purchases home. Questions have previously arisen over the ability to carry certain Malagasy handicrafts through Ivato International Airport. According to Razafindrabe Jeannot, discussions have taken place with the relevant authorities to address these difficulties. “I spoke with the minister just yesterday. A decree concerning this matter is expected to be issued so that handicraft products can be taken out of the country,” he says.

Such a measure, if formally adopted and implemented, could help facilitate the international distribution of Malagasy handicrafts and make it easier for tourists to bring their purchases home. The precise scope and implementation of the proposed decree will nevertheless be important for traders and travellers alike.