Boat rides, cultural dances, hiking adventures, music performances are marking the celebration of the National Tourism Month in Malawi.
In a statement to signal the commencement of the month, the Ministry of Industrialisation, Business, Trade and Tourism said this year’s theme, ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’, resonates well on the importance of improving the country’s travel experience, supporting sustainable tourism development and enhancing destination management.
“It also calls on all tourism entreprises, tourism establishments, practitioners, operators and all stakeholders to adopt tools and AI to transform the tourism industry and increase Malawi’s attractiveness,” read the release.
According to Malawi Tourism Council (MTC) board chairperson Justin Dzinkambani, the strategic focus this month centres on embracing technology and innovation to optimise destination management, elevate visitor experiences and build a smarter, more resilient tourism economy in Malawi.
“Let us use this period to champion local travel, embrace digital tools that expand our market reach and make this Tourism Month an unforgettable celebration that unites our rich traditions and modern innovation,” he said.
The tour operators are onto it. From Satguru Travels through Blueberry Travel Malawi, Team Adventure Malawi and many more, have joined the fray in promoting Malawian destinations.
Even the Malawi Institute of Tourism, led by executive director and former Cabinet minister Henry Mussa went on a cleaning exercise on Wednesday as a start of their Tourism Month fete.
They were joined by the Amaryllis Hospitality Group (AHG), Blantyre City Council and Entertainers and Events Promotions, bringing together tourism students, industry players, stakeholders and community members.
Already, local players are up and about tourism destinations, creating memories. As they say, they are taking nothing but photos and videos from the places of attraction. And, they are living nothing, but footprints.
One proponent, Mervis Maigwa was posting on Facebook this week her time at the Liwonde National Park in Machinga. A night by the fireside, a boat ride on the Shire River are some of the moments she captured at the Chimwala Bush Camp.
“This is just one of the many accommodation spots in the park run by Africa Parks. We are on a boat ride on the Shire River. This is a learning experience. The best way to learn is to travel.
“You see, just now our guide was telling us hippos and elephants we have seen can swim. There is so much to learn from the aquatic life here,” she said.
On his part, Colby Mughogho of Adventures with Colby trekked on the 45-kilometre trek from the shores of Lake Malawi and runs up the Nyika highlands. It is a three-day and two nights excursion.
“The Livingstonia-Nyika Trail is more than a hike. It’s a journey through breathtaking landscapes, remote communities, wild camping and unforgettable moments,” he said.
Talking about connecting with communities at places of attraction, the Hikers Alliance has organised a hike at Thyolo Mountain a day before the World Tourism Day celebration on September 27. The trek will culminate into a visit to the Nyabinghi Rastafarian Community.
Department of Tourism public relations officer Joseph Nkosi has urged Malawians to embrace domestic travel, saying increased local patronage of tourism attractions can help to make the sector a major driver of economic growth.
He told Malawi News Agency that the month seeks to promote Malawi’s tourism offerings and encourage greater use of local facilities.
“During this month, some hotels reduce their prices and some tour operators develop packages targeting domestic travellers,” Nkosi said.
He said the department was working with tour operators, travel agents, hotels and restaurants to make the commemoration a success.
Nkosi said the department had organised several activities for the month, including a media tour and a parade scheduled for September 28 in Lilongwe.
Nkosi said the campaign aims to increase public awareness of Malawi’s tourism attractions and encourage operators to develop packages targeting the domestic market.
He said the department also expects domestic travel to increase following the month-long awareness campaign.
Nkosi said tourism remains one of the country’s labour-intensive industries, creating employment opportunities for both skilled and unskilled workers.
