area of service . As we know tourism is highly service driven , hence classified in the service industry , and service is delivered by people . All the way from the first point of contact for any visitor , the ports of entry , to those working in hotels and entertainment facilities and the transport sector all must be well trained in handling visitors . They must be made to understand and show by deed that they are providing a crucial service and they must do so whole heartedly , courteously and professionally . This is what all visitors deserve for a unique memorable experience begins with how one is served by the people tasked with doing so .
Another bottleneck is lack of clarity and unity of purpose when it comes to advertising to create awareness of what Malawi has to offer especially its uniqueness . As it is the communication is disjointed and does not bring out ‘ The Warm Heart of Africa ’ to life clearly and in unified manner as the various stakeholders interpret it differently .
Every product needs a brand ambassador who must have experienced it , enjoyed it , and believes in it . However , few Malawians have travelled the breadth and length of their country on leisure and experienced its wonders . Obviously unless the Malawians travel their country , and sample its rich offering , they cannot sell it to potential visitors effectively . This is one of the barriers identified and there ’ s an urgent need to reverse it soonest .
For domestic travel to grow it calls those in the sector to offer relevant products and affordable packages . Cost is a major hindrance with pricing being prohibitive . For instance , a 3-day package to a local destination called Salima is more expensive than a week-long stay in Zanzibar , Tanzania . No wonder there is preference to travel outside Malawi for those that have the affinity and the means .
Lastly is that although numbers of arrivals has grown , Malawi continues to attract ‘ low quality ’ tourists with low spending power . The bigger number are from the African region and travelling mostly by road and come for business or professional reasons rather than for leisure . There is therefore need to attract a higher quality leisure visitor who will spend more .
To try and tackle some of these challenges , and in addition to the initiatives covered , the Government is embarking on what is called ; “ Product Development and Marketing ”. Some of the initiatives include Implementation of the Product Development in Protected Areas and Touristic sites such as Kasungu National Park , Visa waiver for most European and Nordic countries , improving transport and communications infrastructure to tourism destinations , improving service delivery to give both local and international visitors unforgettable experiences by providing training and exposing operators to other practices across the globe , working with local communities as we cannot deliver a warm hearted tourism package without the significant involvement of communities and reviewing of the Tourism law .
Involving the stakeholder in this journey and the creation of an enabling environment to incentive the private sector are critical and are ongoing in earnest . Also important is to let people know that Malawi offers more than just beach and wildlife which tend to be over communicated . Other attractions such as culture , culinary , religious sites and festivals need to be packaged and highlighted as diversification attracts a wider range of visitors .
With these initiatives and programs , the Minister is confident that Malawi will turn the corner and the future is definitely looking bright for the country . Malawi is looking to get potential visitors to experience the country ’ s diversity giving them unforgettable moments and enriching their lives . This is the reason they are developing other attractions , other than beach and wild life and making sure that people know about their uniqueness .
In conclusion we can confidently say that Malawi has something to offer for our different tastes and above all the genuine warmth of their people will make your stay worth the while . In a nutshell Malawi will not disappoint . See you there , soon .
Destination Malawi
Here-under are the excerpts which have been edited for clarity , brevity and flow , of the full Q & A with Tourism Minister Hon . Vera Kamtukule .
Welcome to this discussion Hon . Vera Kamtukule , and congratulations on your appointment . With your indulgence we at Marketing Africa have structured this discussion in three buckets so to speak . The first is to understand in brief how your career prepared you for this role . The second is that of the role of the Malawian Tourism Board , and lastly we look at Malawi the country , wearing the lens of a potential tourist .
Let ’ s start with you Hon . Vera . Give us a synopsis of your illustrious career , and lessons you have picked along the way that prepared you for this role in such a critical ministry to Malawi ? How does your experience and personality shape the way you work and what pressures and challenges have you experienced so far ? One of the things you say is that ‘ you use none conventional methods to inspire people ’, could you elaborate ?
Thank you . You may be aware that being appointed into cabinet as a Minister is always a prerogative of the Head of State and given my background and the fact that I am not a member of parliament yet , this is an honor I shall take to my grave . I however do believe that with God ’ s help , I can significantly contribute to the development of my country alongside the President and colleagues for the greater welfare of the Malawian people .
I also believe very strongly that my background and career have always prepared me well for this present role which is both challenging and exciting . I am a hard go getter . When I decide on something I do not easily change my mind even in the midst of challenges . I believe that ideas are not conceived by chance , they are part of the bigger picture to deliver something to humanity and that God has entrusted me with the same to bring it home and those challenges are there not only to test my character , but also to help build my resilience as well ; so I press on . This has been my approach throughout my 18-year-old career . I have
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