‘Africa is a great tourism destination’

The recent appointment of Ramy Waheed, general manager of Amaryllis Hotel in Blantyre, Malawi, as the Global Ambassador of the African Tourism Board (ATB), is poised to significantly elevate Malawi’s presence on the global tourism stage. This strategic move promises to bring numerous benefits to the country’s tourism sector. Our reporter BRIAN ITAI caught up with Waheed to discuss this and more. Excerpts

Q

: What is your reaction to the appointment of Ambassador of African Tourism board?

A

: It was an honour first to be nominated the past three months, we have been in communication for such and then during the discussion of the board the approval came. I was given the official appointment letter on June 29. It is a big responsibility. I know it is not going to be easy to have a title for Africa Tourism Board. I am excited and I am getting prepared to hit the ground running.

Q

: What are some of the responsibilities of the African Tourism Board?

A

: Africa Tourism Board is a non-profit making body which is meant to promote partnerships between African countries and promote tourism in the continent. And to work on developing the sector for the benefit of African countries. That is the main reason. For us, we now have to promote more the products we have in intra African trade, capacity building, and there is a lot in Africa to offer. We have more that we can offer on the tourism front that we don’t use it yet. And I believe coming together and working as a team can come up with a proper plan that can help Africa promote its tourism.

Q

: As an ambassador of the board, what are your expected roles?

A

: It has been communicated in the appointment letter what is expected from me. One of the major roles is to promote African tourism. I am also expected to connect African countries together so that they work together in promoting tourism.

Q

: What prospects are there of promoting Malawi as a tourism destination?

A

: So, recently, we just came from Russia, the African Tourism Board. They were attending a very international event promoting Africa, Malawi inclusive. Now I believe the main responsibility is to build bridges between African countries and others. I will also be getting ready to inform the public on what is to be done in the next coming weeks.

Q

: How will your role help project Malawi’s tourism to the world?

A

: The appointment poises to help Malawi with global visibility

My new role will substantially enhance Malawi’s visibility on international platforms.

My position as a global ambassador will allow me to showcase Malawi’s unique attractions, from the stunning Lake Malawi to the diverse wildlife and rich cultural heritage.

Increased media coverage and his active participation in global tourism events will bring Malawi into the spotlight, attracting the attention of potential tourists worldwide. It will also fostering Strategic Partnerships.

My new role coupled with  extensive experience in the hospitality industry equips him with valuable connections.

 As Global Ambassador, I will have the opportunity to forge strong networks with key stakeholders across the tourism industry.

These connections can lead to collaborations with other countries and tourism boards, fostering initiatives that promote Malawi’s tourism offerings on a broader scale.

The new position will also help Malawi drive targeted marketing efforts.

Leveraging on my expertise, I can spearhead targeted marketing campaigns that highlight Malawi’s unique selling points.

By utilising digital platforms and strategic advertising, I hope to reach a wider audience, making it easier for tourists to discover and choose Malawi as their next travel destination.

My efforts will ensure that the country’s natural beauty, cultural richness, and warm hospitality are effectively communicated to the world. I will also promoting cultural exchange.

One of my key focuses will be promoting Malawi’s rich cultural heritage. By highlighting local traditions, festivals, and cultural events, he can attract tourists seeking authentic cultural experiences.

This not only boosts tourism, but also fosters cultural exchange and understanding between Malawi and the rest of the world.