Minister of Tourism Vera Kamtukule has mentioned failure to market tourism as the biggest challenge hampering the growth of Malawi’s tourism industry.
The minister said this during a public lecture last evening in Mzuzu, citing findings of a research conducted by Mzuzu University (Mzuni) in collaboration with her ministry.
Kamtukule expressed hope that the Tourism Industry Bill which Parliament passed last week will be a game-changer.
She said the Bill will enhance marketing through establishment of a Tourism Development and Marketing Fund, Malawi Tourism Authority and Malawi Tourism College.
Said Kamtukule: “There is poor communication between government and the private sector on destination marketing. Operators market the country in some way but the government would frown over it.
“We need to have a coordinated brand. We have underutilised our resources including Lake Malawi. That has affected how we position ourselves competitively.”
She said the new law, once assented to by President Lazarus Chakwera, will ensure division of roles and devolve some regulation powers to the Malawi Tourism Authority.
Speaking on the sidelines of the lecture, Mzuni dean of the Faculty of Tourism, Hospitality and Management Lameck Zetu Khonje hoped for unified marketing efforts.
“We hope that the authority provided for in the new law will spearhead that collaboration to ensure that marketing efforts are meaningful and are speaking to each other,” he said.
One of the senior researchers in the faculty Michael Sepula called for a cordial relationship between the academia and industry players.
“Academia and players must have a cordial relationship to have quality data. When you visit them, players take researchers for marketing intelligence operatives,” he said.
In his contribution, Mzuzu-based Chex Lodges proprietor Patrick Ngosi called for robust training of students in tourism colleges, saying new recruits go to the industry with little knowledge.
The event attracted academics from the faculty, Ministry of Tourism officials and players in the sector.
The Bill, which replaces the Tourism and Hotels Act of 1968, will establish the authority to regulate the sector and promote Malawi as a top tourist destination locally and internationally.
It is also expected to set the Malawi College of Tourism as the government’s primary tourism professional training institution, replacing Malawi Institute of Tourism.
The Bill will also establish a registration and licensing framework for tourism enterprises, establishments and practitioners to ensure industry standards.
