Solimar International has partnered with Via Via Tourism Academy, at the request of the Ministry of Information, to develop a five-year tourism development strategy for Malawi. From February 1-8, two workshops were conducted with over 100 individuals from the private, public, non-profit, and donor sectors to identify the country’s unique tourism assets and create a shared story of Malawi’s tourism future. Participants were very enthusiastic and the presentation was very well-received. The information presented at the workshops was based on a year’s worth of research and conversation with the local industry. Through facilitation, Solimar was able to lay the ground work for several initiatives like the creation of a new public-private partnership destination marketing organization and a network of regional tourism management committees.
The “Malawi 2020 Tourism Development Strategy” is currently being finalized. The plan will document Malawi’s vision forward based on the outcome of the workshops, and will include a brand profile and marketing strategy. Representatives from both the public and private sector will work together to implement the actions in "Malawi 2020” starting June 2015. In addition to working with the Destination Management Organization (DMO) and the local tourism committees, there are a number of issues, like handing the required infrastructure, education, and taxes, that will also start being addressed through ongoing cross-sectorial dialogue and ministerial task forces.
Solimar is very excited about this new relationship with Malawi and looks forward to helping it grow as one of Africa’s up-and-coming destinations. With its numerous wildlife reserves, unique varying landscapes, and friendly people, Malawi is sure to amaze its travelers. Workshop instructor, David Brown, describes Malawi’s charm and beauty,
“Visiting Malawi is always an uplifting experience. It’s called ‘the warm heart of Africa’ and that’s not just some empty advertising. Malawians are incredibly friendly and happy. You’re hard pressed to go anywhere without hearing laughter. The landscapes are immense but still humble. On the drive from Lilongwe, the capital, to Blantyre, the commercial hub, it’s easy to get lost in the big open spaces pierced with solitary mountains. Big plateaus full of zebra dominate areas in the North and the South and when you look around can feel like you’re surrounded by sky. Anyone coming to Malawi will surely be headed to the “inland ocean” of Lake Malawi which runs almost the entire length of the country. When you arrive and see the big blue expanse and the golden sand, you feel like you’re David Livingstone discovering something truly incredible for the first time. There’s something very tropical and peaceful about being there, especially when the sunset turns everything pink and the only thing you can see on the horizon are local fishermen bringing their boats to shore and the children splashing around.”
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