Malawi is currently commemorating National Tourism Month, a dedicated period to build momentum for the annual World Tourism Day on September 27. It is a time to reflect on and appreciate the critical contribution of tourism to our nation.
For Malawi, this year’s commemoration arrives on the back of encouraging data from the World Travel and Tourism Council (WTTC). The Malawi 2026 WTTC Economic Impact Research reveals that the travel and tourism sector successfully increased its economic contribution between 2019 and 2025. Specifically, the sector’s total contribution to gross domestic product (GDP) rose from K1.3 trillion in 2019 or 5.4 percent of the economy to K1.6 trillion in 2025, lifting its overall share to 5.9 percent. Furthermore, the industry supported 726 700 jobs in 2025, a 22.3 percent surge from 594 000 in 2019 although its share of total national employment held steady at 8.7 percent.
These are positive developments as the sector continues to recover from the devastating impact of the Covid-19 pandemic.
However, a persistent and uncomfortable paradox remains. Despite being blessed with some of Southern Africa’s most astounding natural treasures and world-renowned hospitality, Malawi continues to struggle to translate its raw tourism potential into meaningful economic windfalls. Why do substantial tourism revenues and high visitor numbers continue to elude us year after year?
Industry stakeholders point directly to deep-seated structural challenges. Chief among these is the lack of direct flights, which makes flying into Malawi far more expensive than travelling to regional competitors such as Kenya, Zambia or South Africa. Infrastructure bottlenecks also play a suffocating role. Fortunately, there are signs of relief: the co-financing by FDH Bank plc and National Bank of Malawi plc to rehabilitate the Golomoti-Monkey Bay Turn-off section of the Masasa-Golomoti-Monkey Bay Road is a refreshing and vital step toward connecting tourists to the southern shores of Lake Malawi in Mangochi. However, erratic water and power supplies continue to disrupt both local operators and international guests alike.
They say charity begins at home, which brings domestic tourism sharply into focus. To actualise the national slogan, ‘Tiziyamba ndi ife a Malawi’, a call for Malawians to take the lead in patronising local attractions, there is an urgent need for travel packages tailored for locals. It is an undeniable fact that pricing at most premier tourism establishments is unfriendly to an average Malawian. Consequently, for many, visiting these spaces remains a distant dream.
This year’s National Tourism Month theme ‘Incorporating digitalisation into the tourism experience’ hits the nail on the head. We live in a highly digitised world where travel choices are made at the touch of a smartphone screen. While regional competitors aggressively deploy sophisticated digital campaigns and seamless online booking portals, we seem stuck in traditional, underfunded marketing strategies. True digitalisation must go beyond merely accepting cashless payments or sending guest-feedback e-mails that rarely get responses. Technology must actively enhance and simplify the entire tourism journey.
Implementation of the Tourism Act 2025, which replaced the outdated 1968 legislation to provide a modern regulatory framework and the waiver of visa requirements for visitors from 70 countries, including the UK, China and Russia as well as the Sadc and Comesa regions are steps in the right direction.
But then, potential alone does not pay national bills or create sustainable jobs. Tourism has for long been heralded as our economy’s “low-hanging fruit” and a foreign exchange game-changer, yet it rarely receives the aggressive, enabling investments it desperately needs. Beyond regulatory overhauls, we must fix our basic infrastructure as a priority. Our freshwater asset, Lake Malawi, remains an unmatched global advantage, but it must be aggressively backed by smooth access roads, functional regional airports and well-packaged tourism products.
I am reminded of a Facebook post shared a few years ago by Zimbabwean billionaire businessperson and philanthropist, Strive Masiyiwa, regarding the untapped goldmine that is Lake Malawi.
He recalled a casual conversation at a German business conference with Juergen Schrempp, the legendary former head of Mercedes-Benz. When asked about the single most interesting business opportunity he had seen during his travels in Africa, Schrempp reportedly replied without hesitation: “Lake Malawi. What an amazing asset. They should be earning a hundred billion dollars a year from it already. It has nothing to do with any minerals.” Schrempp spoke with such passion that Masiyiwa admitted he left the conversation “deeply troubled in spirit,” wondering why Malawians don’t seem to see what the industrialist saw.
Malawi’s scenery is world-class and our people are unmatched in warmth. The global players are out there, waiting to be targeted and brought to our shores. The question remains: when will we finally stop talking about potential, fix the bottlenecks, and pluck the low-hanging fruit?
