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IN BRIEF |
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The Martinican Tourism Committee is launching a Call for Expression of Interest (AMI) to stimulate cultural projects capable of diversifying the experiences offered to tourists and increasing the attractiveness of the island. Open to associations and companies, this AMI targets events in Martinique primarily aimed at external tourist clientele, with possible financial support of up to 25% for budgets between €10,000 and €100,000. Submitted exclusively electronically, the application must demonstrate its tourist impact, fit into a fair, sustainable, and qualitative logic, and comply with a specific timeline, from the submission of applications to the announcement of winners on October 30, 2025.
At the heart of a territory of heritage, memory, and culture, Martinique relies on original proposals to reveal the plurality of its artistic expressions and know-how. The AMI launched on July 17 is part of a differentiation strategy that prioritizes experience, authenticity, and the enhancement of places, by creating events that appeal to both the senses and the imagination.
Stated ambition: to attract more international tourists through unique event formats capable of extending the length of stay, encouraging local spending, and enhancing the destination’s reputation. The challenge is to transform the island’s tangible and intangible heritage into living, inclusive, and memorable experiences.
A cultural AMI to reveal Martinique’s treasures
The CMT invites organizers to design events that highlight local identities while meeting the expectations of a traveling audience in search of immersion. Projects deployed in heritage sites, emblematic natural spaces, or unexpected locations are particularly encouraged, to create a mapping of experiences that draws a new way to discover the island.
The priority given to external tourist clientele encourages the consideration of multilingual content, fluid welcome arrangements, and collaborations with travel professionals to amplify the international reach of initiatives.
Who can apply and what types of projects are targeted?
Associations and businesses are eligible. Projects must fall within at least one of the following fields: heritage, visual arts and design, live performance (theater, circus, street arts, dance, music, etc.). The fields of audiovisual, architecture, and cinema will receive separate support and are not eligible in this framework.
By “project,” we mean a event taking place in Martinique, primarily designed for international and overseas visitors, with a clear program and a structured tourist activation plan.
Funding, budgets, and partnership framework
The CMT can support selected projects up to a maximum of 25%, within the allocated budget limits. Eligible budgets range from €10,000 to €100,000. A partnership agreement will specify mutual commitments, expected visibility, and follow-up procedures.
Eligibility criteria and points of caution
Proposals demonstrating an impact on the island’s touristic attractiveness are given priority, with measurement indicators (volumes of external visitors, media coverage, overnight stays generated, satisfaction, etc.). Projects already started or completed before submission, those without a touristic dimension, or without performance metrics, are excluded.
The CMT encourages restrained and responsible approaches, from scenography to logistics, including accessibility and inclusion of audiences. Approaches that foster cooperation between artists, tourism operators, and local authorities are particularly valued.
Calendar and submission procedures
The AMI was opened on July 17. Applications are expected until September 17, exclusively electronically. The announcement of winners and the partnership agreement are scheduled for October 30, 2025. Organizers are invited to anticipate the submission of documents to ensure the completeness of their application.
Concrete inspirations to diversify experiences
To invent formats that surprise, one can draw inspiration from initiatives that reinvest public space and reading, such as an outdoor library adapted to the Martinican landscapes, between gardens, squares, and waterfronts. Similarly, storytelling can become a powerful driver, with immersive journeys based on epic travel tales that connect memory, heritage, and emotions.
The market for solo travelers is growing everywhere in the world: thinking of dedicated programming and services, echoing the trends of solo travel, can enhance off-season attractiveness. Finally, understanding the evolution of tourism intermediation and martech innovations, such as the impact of artificial intelligence on travel agents, helps build more effective promotional tools.
Governance and coordination of stakeholders are also critical. Observing how other destinations organize their management, like changes in direction in tourism offices such as that of Val d’Amboise (example), can inspire networking among local partners and professionalization of teams.
Design immersive and responsible offers
Artist residencies in heritage places, musical naps under trees, choreographed walks at sunrise, design workshops around local materials… All these formats showcase the territory while limiting environmental impact. The emphasis on sustainable development encourages eco-design, universal accessibility, energy sobriety, and the enhancement of short circuits.
Reaching the external clientele: mediation and marketing
A project focused on international audiences benefits from offering multilingual content, a simple online ticketing system, partnerships with transporters, accommodations, and guides, as well as a content strategy that combines short videos, responsible influence, and press relations. Cultural mediation — guided visits, meetings with artists, podcasts — enhances perceived value and recommendations.
What a convincing application should contain
A solid application starts with a clear narrative of the proposed experience, its positioning, and its objectives. It specifies the external tourist target, location, timeline, capacity, programming, ticketing, and partnership with the local ecosystem (accommodations, restaurateurs, transport, guides).
The budget plan details the expense and revenue items, the share of co-financing, and commitments to visibility. Governance elements (team, skills, service providers), security, and insurance are included, as well as the impact measurement plan.
Performance indicators to anticipate
To objectify the tourist contribution: number of visitors from outside the island, percentage of international audiences, number of overnights generated, average spending, press and social media impact, satisfaction rate, accessibility, estimated carbon footprint, local economic impact (jobs mobilized, service purchases). This data solidifies the project’s readability for the selection committee.
From feasibility to deployment
A rigorous timeline, mastered permits, logistics designed for flows, a professional welcome system, and soft mobility solutions are essential. Contingency plans in case of bad weather, risk management, and continuity of service secure operational success and visitor experience.
Application procedure and key stages
Applications must be submitted exclusively online. After verifying eligibility (eligible fields, budget between €10,000 and €100,000, impact indicators), complete applications will be evaluated based on their relevance to the attractiveness of the destination. Selected projects will be subject to a contract outlining the obligations of both parties and the terms of financial support up to 25%.
Date to remember: September 17 for the last day of electronic submission, then October 30, 2025 for the announcement of winners and the partnership agreements. Organizers are encouraged to anticipate the production burden of administrative documents to avoid any omissions.
