Domestic tourism: Beyond bed, food and drink

This week we continue commemorating the National Tourism Month to raise hype for the World Tourism Day which falls on September 27 annually to celebrate the diversity and contribution of tourism to economic growth.

The National Tourism Month, as launched by Minister of Tourism Vera Kamtukule in Zomba two weeks ago, is being commemorated under the theme ‘Tidziyamba ndife a Malawi-#IpatseMoto’ , a call to Malawians to take the lead in patronising local tourist attractions.

Today, I give the floor to a guest writer, ISAAC CHE CHIKWERE KASENJERE, a hotel manager writing in his personal capacity:

‘Tidziyamba ndife a Malawi!’ Domestic tourism is the best tool to get the world talking about Malawi and it is befitting with what the country as a destination wants to achieve in the Tourism Investment Master Plan.

Tourism and hospitality managers must offer creative solutions, products and services to attract the neglected market that is the domestic market. This is the best time to make use of global opportunities that are bombarding a destination that only waited for chance guests to visit at their opportune time without intentional word from it as a rich destination. It is time to translate the potential of what destinations the market could offer on short, medium and long- term.

A better destination management with people at the centre of the business philosophy will create business environment that sees more guests from domestic segment checking in at their destinations of choice more than ever.

The theme will stimulate competition in the tourism market as each party will strive to raise the standards as per trends and what the domestic market is demanding. This is a healthy business environment if hospitality and tourism is being regarded as one big industry that may be second or at par with agriculture, among other industries. Hospitality and tourism thought leaders, aggressive hotel managers should train their staff to anticipate guests’ satisfaction and take moment of booking enquiry as a platform to sell the products and services to keep their guests loyal to their brand and business.

Once we deal with numerous domestic tourism bottlenecks, it will be automatic to do word of mouth marketing from homes, villages, cities and beyond the boundaries of our beautiful country.

International tourists may have labelled Malawi negatively from pricing to some hosts’ behaviour which cannot be controlled, but ‘Tidziyamba ndife a Malawi’ will surely push domestic tourism to achieve its intended purpose of driving the numbers of cheer leaders and ambassadors on the home soil.

International tourists will find Malawi, a destination whose people are patriotic and avoid being caught up in the negative publicity. Malawi as a host will start seeing people of other skin colour such as a zungu who in the past were subject to “a walking ornament or Samaritan” viewed like a charity and expected to entertain spectators by giving alms across a queue of beggars.

This should be the moment of truth for the tourist to experience Africa, whatever Africa’s image may mean is a generalisation of the ignorant. Therefore, the brand that is Malawi should speak for itself as warmhearted people than what is portrayed.

You can start simple like the father of first-ever arranged excursions, Thomas Cook. To have successful activities for a win-win situation, promote what your market area offers. It can be a visit to an old building with rich history, the first post office, the chief’s hut, a model village that tells a story of culture and heritage. These are just examples to highlight that the incentive effected in the sector is a window to more revenue and foreign exchange.

A broad range of tailor-made products service should be created. Diversification should also be a catchword. Our product and service should stretch beyond bed, food and drink. Cultural policy should also be in place to help create more destinations. Promote a more powerful social cohesiveness across cultural backgrounds that form what we proudly call ‘The Warm Heart of Africa’.

Tidziyamba ndife a Malawi-#IpatseMoto. Charity begins at home!n

*The author, ISAAC CHE CHIKWERE KASENJERE, is a hotel manager working for Sunbird Tourism plc currently based at Kalipano By Sunbird in Dowa. He is writing in his personal capacity.