Tourism Minister Vera Kamtukule on destination marketing strategy to drive Malawi’s growth

Malawi, known as the warm heart of Africa, is making strides to increase the number of visitors to the country and boost its tourism industry. Vera Kamtukule, the Minister of Tourism in Malawi, recently shared details of the country's destination marketing strategy at the Africa's Travel Indaba in Durban, South Africa. The minister highlighted Malawi's diverse range of attractions, including the famous Lake Malawi, the third-largest lake in Africa and ninth-largest in the world. In addition to the stunning lake, Malawi offers wildlife, rich cultural experiences, as well as opportunities for meetings, incentives, conferences, and events. However, Kamtukule emphasized that what truly sets Malawi apart is the warmth and hospitality of its people. She urged travelers to visit Malawi to discover more about themselves and experience the essence of African identity. The minister expressed the significance of tourism to Malawi's economy, noting that it contributed about 6.7 percent to the GDP in 2019-2020. President Lazarus Chakwera has prioritized tourism as a key pillar of the country's economic strategy, alongside agriculture and mining, aiming to capitalize on the sector's potential growth. Kamtukule explained that tourism has numerous indirect benefits that are not fully captured in GDP calculations, such as the impact on local businesses and employment. Despite challenges in data collection and analysis, Malawi is committed to optimizing the economic benefits of tourism.