Government spends K225m on tourism adverts

In a quest to make Malawi more visible to the outside world, the Ministry of Tourism has spent about K225 million (US$538 277) on advertising on American broadcaster CNN.

The adverts have been running twice every day on the popular broadcaster.

According to a research conducted by BDRC Continental Research—an independent organisation contracted by CNN—advertising on CNN was raising awareness of Malawi globally.

The research report notes that advertising on CNN will greatly improve Malawi’s reputation through exhibition of what a tourist can see in a country which has not been visited by many.

Director of Tourism Isaac Katopola agreed with the report findings that Malawi has reaped rich rewards by placing its ads on CNN.

“We deliberately chose CNN because we wanted to enhance the reputation of the country. What we have seen is that the ad has improved the perception of Malawi. We have been told that 74% of the CNN viewers are in agreement that Malawi is now well known to the outside world,” said Katopola.

He said that the country has laid strong foundations on tourism and that government is committed to invest a lot of money in the industry, which experts say can generate a lot of forex.

“What we are telling the tourists is that after visiting other countries in the world, they should come and see what Malawi has to offer. We are an unspoilt paradise and that, coupled with peace that has been prevailing in the country, makes Malawi a must visit destination,” said Katopola.

He also disclosed that Lonely Planet, a leading authority in tourism issues has placed Malawi among the top 10 must visit destinations in the world.

“Lonely Planet is a very influential body when it comes to tourism issues and for Malawi to be placed in the top 10 bracket is no mean achievement. The onus is now on us to make sure that when the tourists come they should indeed feel that we are the warm heart of Africa,” said Katopola.