MALAWI II

PUTTING MALAWI ON THE MAP AS ATTRACTIVE TOURISM DESTINATION
Public-private partnerships for effective destination management

OBJECTIVE

1. Improve Malawi’s destination positioning by basing it more on the destination unique identity and derived brand essence.
2. Increase innovation in product offerings, i.e. the extent and diversity of identity-based, experiential (authentic, active) and target group-centered visitor experience opportunities.
3. Improve destination marketing towards key target markets

PARTNERS
In collaboration with the Malawi Government, i.e. the Ministry of Tourism, Wildlife and Culture, the Malawi Institute for Tourism, Malawi Tourism Association and UNWTO Themis Foundation.

BUDGET
Funded by the Flemish Ministry of Administrative Affairs, Foreign Policy, Media and Tourism.

DESCRIPTION

1. Initiation phase ( Needs assessment & participatory process)
2. Design & Conception phase (content programming and organization)
3. Realization phase ( implementation)

CURRENT SITUATION
Project started January 2014, ongoing