Malawi, 2012’s Headlining Destination


Malawi Travel Marketing Consortium is encouraging the UK travel trade to capitalise on the unprecedented media attention generated around Malawi this year. In the last quarter alone there has been over £500,000 worth of print press coverage, with more national press coverage in the pipeline towards the end of the year.

Consequently numerous tour operators have reported a surge of consumer interest in the destination – for trade there has been no better time to maximise the new opportunities for tourism that destination Malawi presents.

Landlocked by Zambia, Mozambique and Tanzania and almost a third covered by water, Malawi is increasingly being presented by UK travel editors as an appealing, stand- alone, exotic holiday destination for safaris, cultural breaks, beach and family holidays.

The recurrent editorial message is that Malawi combines a wealth of natural attributes, fantastic animals and wilderness, with a superb range of quality accommodation to suit all pockets, and activities to appeal to all tastes, and in a very compact manageable area.

In the last few months alone ‘Malawi specific’ travel articles have been featured in:  The Independent; The Guardian, The Sunday Times, Metro and The Mail. In addition, The Times has cited Malawi in two ‘Top 10 lists’ including ‘Best Affordable Safari Destination for Families’ and ‘Best for Local Culture’.

Prestigious consumer travel magazines including: Condé Nast Traveller, National Geographic Traveller, Wanderlustand Wild Travelhave all run glowing reports of the country’s stunning scenery, wildlife and idyllic beaches, as has high end female style title Elle last month. Broadcast coverage has included CNN, and The Travel Channel’s Ethical Hedonist will air a half-hour episode on the country during November.

 Mr Kelly White, Managing Director of the Malawi Travel Marketing Consortium commented:

“Enquiries from media and press-trip requests has been astronomical this year, and their consequent feedback and promotion of Malawi in print and broadcast has been fantastic. This heightened exposure to UK travel consumer offers a really strong opportunity for tour operators and travel agents selling Africa to capitalise on the new demand for Malawi.”

“Ten years ago Malawi was largely unheard of, and unlikely to be mentioned in any Africa focused destination travel features. It was perceived by trade as not strong enough as a stand- alone destination. We are delighted now that the travel media has recognised a decade of development in tourism, establishing Malawi’s rightful place firmly on the ‘Safari Africa map’ as not only a viable destination in its own right, but one that is stimulating interest in the continent as a whole.”

“Malawi is a growing tourism force to be reckoned. Our on-going marketing will support the trade and continue to draw upon the county’s first class wildlife experiences, pioneering conservation efforts, stunning beaches, water-sports, landscapes, culture, people, much famed lake and relaxed ‘bare foot’ luxury appeal, making it a compelling holiday destination for a broad range of UK travellers.