Creative role in tourism

When it comes to tourism, the creative sector has often found itself overshadowed by more traditional industries such as travel, hospitality and attraction destinations which have long been recognised as pillars of the tourism sector.

However, as the role of creativity and innovation becomes prominent in shaping tourism narratives, one cannot deny the growing recognition of the creative sector into the broader tourism ecosystem.

As curtains closed on the recent Takulandirani 2024 Expo at Bingu International Convention Centre, it became evident that the creative sector is stepping into the spotlight, advocating for its rightful place as one of the driving forces behind tourism.

The Malawi International Tourism Expo attracted exhibitors from all sectors and industries. Among the key players who patronised the expo were representatives from hotel chains, food manufacturers and processors, tour operators, banks and travel agencies.

Amidst the multitudes of exhibitors and attendees at the expo, fashion designers, visual artists, sculptors and event organisers took the opportunity to showcase their creativity and potential to boost tourism.

Award-winning fashion designer Lily Alfonso, known for her innovative designs on the global stage, emphasised the impact of fashion on the tourism sector, claiming the existing connection between these two industries.

“As a fashion designer, I believe in the power that fashion has to represent our country in the world because when someone adorns designs made by Malawian hands even outside the country, it sparks curiosity and starts conversations about our rich heritage, artistic prowess and our country,” she said, adding that this attracts visitors.

Reflecting on her experience at the expo, she highlighted the importance of the platform in not only showcasing her own creations, but also representing and amplifying the voices of fellow designers who were unable to attend.

Concurring with Alfonso, Queen Tenge creative director Linda Zamaere said the expo allowed them to showcase their brands, putting Malawi on the global fashion map as they hope to drive social change and create economic opportunities for various artisans.

“We aim at bringing awareness to our brands and creating export substitution so that we send more Malawian products outside the country,” she said.

For sculptors whose masterpieces attract international visitors allowing them to leave Malawi with souvenirs, one would not dare underrate their position as ambassadors of the country’s artistic heritage.

During the expo, sculptors were given space alongside visual artists to display their crafts as they invited visitors to explore Malawi’s artistic landscape.

However, amidst the recognition and exposure, sculptors lamented that their works encountering difficulties during transportation as at times their crafts are sent back at the airport stopping their aspirations of sharing their art with a wider audience.

“As you know, most of our customers are visitors and tourists, but now some do not want to buy from us as it is becoming more difficult for them to get through the airport with these crafts,” said Kondwani Chinangwa, one of the sculptors.

Despite the setbacks, sculptors said they are hopeful that with further engagements with those responsible for making policies, the problem will be solved to allow them to continue operating without hindrances.

The collaboration between the creative industry and tourism shone throughout the expo, underscoring the role that the sector plays in promoting the country’s tourism industry.

On the final day of the expo, the stage was set for Malawi’s talents; during the morning hours patrons witnessed a fashion show put together by Queen Tenge who showcased different fashion designs.

Later that day, the stage was ablaze with musical performances from Temwah, Kell Kay and Bucci taking centre-stage.

In an interview, R ‘n’ B singer Bucci underscored the role of artists in promoting tourism, saying music and talent can be used as tools to attract people from across the globe to come and experience Malawi.

“In many ways, artists are the walking billboards of our nation, through our music, we have the power to showcase the beauty of Malawi to the world, enticing travellers to experience our culture firsthand,” he said.

The role of these creatives extends far beyond mere entertainment as they serve as ambassadors, weaving narratives of adventure, discovery, and hospitality through their artistic expressions, in their creativity lays the unforeseen potential to beckon travellers to explore the hidden gems and untold stories that await them in the heart of Malawi.