The Ministry of Tourism has announced that Malawi is aligning itself with regional integration efforts, shifting away from direct competition with established safari giants to focus on complementary offerings centred on Lake Malawi, culture, and leisure.
Ministry spokesperson Patrick Botha stated that Malawi has long positioned itself as a destination that enhances the appeal of larger regional hubs like Kenya, South Africa, Zambia, Zimbabwe, and Tanzania.
visa fees to visit Malawi. | Nation
“By promoting multi-destination itineraries, such as pairing a Zambian wildlife safari with a Malawian beach or cultural experience, we are not only stimulating intra-African travel but also maximising value for international tourists seeking diverse experiences within a single journey,” Botha said.
These remarks follow a regional consultative workshop held in Kenya, organised by the Common Market for Eastern and Southern Africa (Comesa) in partnership with the United Nations Economic Commission for Africa (Uneca).
The initiative aims to develop the Comesa Sustainable Tourism Development Framework and Implementation Plan, which seeks to transition tourism from fragmented national markets into a coordinated “one destination” regional model.
Opening the meeting last week, Kenya’s Principal Secretary for Tourism, John Ololtuaa, described tourism as a pillar of economic growth.
“Tourism is not just a sector—it is a cornerstone of our economy,” Ololtuaa said.
“It drives revenue across accommodation, transport, and food services while creating livelihoods for millions, particularly women and youth. Our goal should be to market Comesa as a sustainable destination, moving away from unhealthy competition in favour of collective growth.”
Regional officials noted that the shift is designed to unlock economies of scale and improve Africa’s global competitiveness.
For Malawi, this framework aligns with government efforts to position tourism as a primary pillar of the Agriculture, Tourism, Mining, and Manufacturing (ATMM) strategy—a blueprint designed to drive economic diversification and foreign exchange generation.
Botha noted that the government has introduced targeted policy measures to bolster regional competitiveness.
These include maintaining visa-free access for most Comesa and Sadc nationals and establishing One-Stop Border Posts (OSBPs) at strategic entry points, such as the Mwami-Mchinji crossing on the Zambia border.
“To facilitate seamless regional travel, OSBPs have been established at key borders to significantly reduce wait times for multi-destination travellers,” Botha stated.
Comesa Assistant Secretary General for Programmes, Mohamed Kadah described the framework as a “strategic shift toward positioning tourism as a regional value chain”.
He emphasised that by harmonising branding, improving mobility, and diversifying offerings, member-states can deepen intra-regional tourism, attract investment, and strengthen linkages with trade, industry, and SMEs.
The Ministry of Tourism announced that Malawi is pivotally aligning with regional integration efforts, moving away from direct competition with established “safari giants” to focus on complementary experiences centred on Lake Malawi, local culture, and leisure.
Botha added that Malawi has long positioned itself as a destination that enhances the appeal of larger regional hubs like Kenya, South Africa, Zambia, Zimbabwe, and Tanzania.
