Making tourism sector tick

With this year’s National Tourism Month almost over, it is time to take stock.

Malawi has had some hits and big misses even as tourism makes a comeback globally.

Given the pressing need to restart the economy, the postponement of the much-liked Lake of Stars music festival from this month should serve as a lesson.

The country’s potential remains untapped despite “a diverse and scenic landscape made up of lakes, rivers, mountains and valleys” touted by the Malawi 2063.

Transport infrastructure—road, rail, air or water—are not well developed, reads the long-term national vision. “[Tourist] attraction sites are not well serviced with superior accommodation, affordable and fast internet connectivity, appropriate financial services and uninterrupted energy and water supply,” it adds.

While government has identified hindrances, it has seemingly given up and “we have not effectively branded ourselves as a tourism hub.”

Unsurprisingly, although Malawi is a stunning destination for outdoor tourism, it remains off the radar of some tourists who traverse southern Africa.

The top-level revolving door has elicited a high turnover and underperformance.

Minister of tourism Vera Kamtukule, who succeeded Michael Usi in January, is the country’s fifth minister in 12 years.  Instead of making an impact, the ministers globetrot from one tourism expo to another, exiting long before taxpayers get value for their investments.

Meanwhile, Malawi has just two world heritage sites. Six others, including Mulanje, have been on Unesco tentative list for over decades.  It is up to Kamtukule to facilitate progress before her first anniversary.

If retained beyond the 2025 tripartite election, the minister should bring to life Malawi2063 and guide the industry to success, including doubling pre-Covid numbers by December 2024.

According to the World Travel and Tourism Council (WTTC) and the UN World Tourism Organisation, in 2019, tourism contributed $622 million to the GDP, provided 590 000 jobs and attracting 980 000 international arrivals half of Mozambique’s.

However, the country’s tourist destinations have many advantages, including political stability, great weather and proximity to the region’s busiest hubs like Johannesburg.

Recently, South African Airways resumed flights to Lilongwe and Blantyre, a plus for inbound tourist traffic.

Despite being positioned to facilitate shared growth through tourism, nearly seven in 10 Malawians live below the breadline—one of the highest poverty rates globally, says the World Bank.

This is an indictment on the rulers.

Rising inflation (now nearing 30 percent) and forex shortages portend destitution as families grapple with hunger amid the effects of Cyclone Freddy.

There is also good news.

On Saturday, Lilongwe will host the inaugural Tourism Industry Awards for outstanding hotels, national parks, lake resorts, community-based tourism organisations and allied influencers.

The eclectic mix include, Shemu Joyah whose films have entertained the nation and showcased a piece of Malawi as well as Lake of Stars festival which gathers about 4 000 music lovers, including one-third from abroad.

The festival reportedly injects a cool $1.6 million per year.

In eSwatini, MTN Bushfire festival attracted over 20 000 people and raked about $3.4 million.

So, it is surprising why Capital Hill would allow one of the drivers of inbound traffic be postponed and nudge Malawi off the radar.

The WTTC projects the global traffic to hit 1.8 billion by 2030, up from 1.4 billion in 2018 when Malawi scraped barely 0.1 percent of the tourist traffic.

Meanwhile, China has reopened its borders.

To get a slice of China’s 155 million annual departures per year, Malawi requires creativity and consistency.

The nation hit by ever-rising cost of living and effects of global warming deserves huge economic improvements, not speeches.