By Jones Gadama
The Film Association of Malawi and the Malawi Tourism Council have entered into a three-year partnership aimed at enhancing the country’s tourism industry through the promotion of audio-visual arts.
This strategic alliance marks a significant milestone for both sectors, with the potential to drive economic growth, create employment opportunities, and showcase Malawi’s rich cultural heritage.
According to Dorothy Kingston, President of the Film Association of Malawi, the partnership will leverage the power of film to promote Malawi’s tourism industry. “This partnership is a big milestone for both our sectors,” Kingston said, adding that ,”We believe that film has the potential to showcase Malawi’s beauty, culture, and heritage to the world, attracting more tourists and boosting our economy.”
Memory Momba Kamthunzi, Executive Director of the Malawi Tourism Council, echoed Kingston’s sentiments, emphasizing the significant impact that the film industry can have on tourism promotion.
“We believe that the film industry has a huge impact on tourism promotion,” Kamthunzi said, adding that, “This partnership will help drive the growth of both sectors, contributing to the country’s economic development.”
The partnership between the Film Association of Malawi and the Malawi Tourism Council is timely, given the significant contribution that the tourism sector makes to Malawi’s economy. According to the 2024/25 National Budget statement, the tourism sector contributes about 6.7 percent to the country’s Gross Domestic Product (GDP).
Moreover, the sector has a remarkably high potential to contribute at least 11 percent to GDP by 2030 through the creation of employment opportunities, generating foreign exchange, and income.
The creative industry, including film, is also a significant contributor to Malawi’s economy.
By partnering with the tourism sector, the film industry can leverage its creative talents to produce content that showcases Malawi’s unique attractions, cultural heritage, and natural beauty.
This partnership is expected to have a positive impact on Malawi’s economy, creating employment opportunities and generating income for local communities.
By promoting tourism through film, the partnership will also help to preserve Malawi’s cultural heritage and natural resources, ensuring that they are protected for future generations.
The partnership will also provide opportunities for Malawian filmmakers to showcase their talents and creativity, both locally and internationally.
By producing high-quality content that showcases Malawi’s beauty and culture, Malawian filmmakers can attract international audiences, generating revenue and promoting the country’s image globally.
The partnership between the Film Association of Malawi and the Malawi Tourism Council is a significant step towards promoting Malawi’s tourism industry and driving economic growth.
By leveraging the power of film to showcase Malawi’s unique attractions and cultural heritage, the partnership has the potential to attract more tourists, create employment opportunities, and generate income for local communities.
The partnership between the Film Association of Malawi and the Malawi Tourism Council is a significant step towards promoting Malawi’s tourism industry and driving economic growth.
By leveraging the power of film to showcase Malawi’s unique attractions and cultural heritage, the partnership has the potential to attract more tourists, create employment opportunities, and generate income for local communities.
