Africa-Press – Malawi. The Ministry of Tourism has rated the forthcoming Meetings Africa 2023 as an ideal platform for showcasing Malawi’s tourism services and products. Malawi is among 21 African countries participating in the forthcoming Meetings Africa—the continent’s largest business industry players gathering— to be held in South Africa.
Some 45 countries in total are expected to attend the conference which will run from February 27 to March 1 2023. Director of Tourism in the Ministry of Tourism Sosten Lingwalanya said Malawi’s participation at the conference is expected to boost the flow of tourists to the country.
“Malawi’s participation at Meetings Africa 2023 is targeted at growing the regional and international MICE segment of tourism traffic to Malawi that targets organisers of meetings, corporate incentive leisure travellers; international commercial and non-commercial conferences,” he said.
Among key objectives for participation at the forum, the country says it has set out to achieve valuable business connections with regional and international buyers, grow Malawi’s market share in the East and Southern Africa region and network with national tourism organisations in the Sadc region; both clients and professionals, in the industry.
According to Lingwalanya, the conference will also enable the country to access leading industry insights and the latest trends, all in one place. “It not only gives a boost to the economy in the form of income generation, but creates huge employment opportunities in related hospitality services providing services to sectors like accommodation, food and beverage, transportation, tourism entertainment amongst others,” said Lingwalanya .
Apart from government officials, some of the country’s leading hotels, Sunbird, Protea Hotels by Marriott Blantyre Ryalls and Umodzi Hotel will have exhibitions at the conference.
Tourism is positioned highly in Malawi’s National Development Strategy- Malawi 2063 under the pillar of urbanisation that focuses on developing world-class urban centres and tourism hubs across the country with requisite modern socio-economic amenities.
According to South African Tourism acting CEO Themba Khumalo, the increase in the number of African exhibitors is an indication that leaders throughout Africa recognise the business events industry as vital to their economy.
“As Africa’s economy shifts towards a technological future characterised by the Fourth Industrial Revolution, more nations are building their business events industries to attract foreign investors and businesses.” Khumalo said.
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