Responsible for enhancing the visibility of Malawi as a tourist destination both domestically and internationally,
- Through the Malawi Tourism Marketing Framework 2017, and the Domestic Marketing Strategy (Draft) 2018-2022
- Through the Tourism and Hotels Act, tourism marketing levy was introduced and this consists of money paid from a portion of the service charge levied on guests in hotels and restaurants.
- Furthermore, the Establishments that are supposed to pay tourism levy include all Tourism Enterprises as provided for in the Tourism and Hotels Act of 1968 as amended and the Tourism Regulations.
- The fund was set up to finance the marketing of Malawi’s tourism facilities and attractions within Malawi and abroad and in so doing ensuring the fullest possible utilization.
Market Segments
Malawi’s eight market segments in the source markets are as follows;
Mainstream & Convenience- Pursuing Explorers
Authentic Nature & Culture Lovers
Active & thrill oriented adventures
Freethinking & Sophisticated individuals
Curious & Price- Sensitive Digital Agers
Special Interest & Sensation Seekers
Short Holiday Makers
Public & Private Event
Brand Essence
Rich in Contrast – Diverse lake experience, variety of landscapes, habitats, climates and cultural assets
Compact in Size – Short distances, comparatively not crowded
Big in Hospitality – Peaceful environment, neighborly social interaction, tolerant and authentic relationship with visitors & other cultures
Product Lines
Below are the main Products lines identified:
Experience Lake
Experience Nature
Experience Wildlife
Experience Culture and People
Experience Mice
Key Marketing Activities
Marketing & Communications
Trade show participation
Cooperative agreements
Travel agency/Tour operators educationals
Promotions and Collateral Production