By Burnett Munthali
Minister of Tourism Vera Kamtukule has called on the academic community to play a bigger role in supporting the growth and sustainability of Malawi’s tourism industry.
She emphasized that although some research has already been conducted, there remains a pressing need for more robust academic engagement to influence policy direction, enhance sectoral capacity, and stimulate significant progress within the tourism industry.
Kamtukule made these remarks during a thought-provoking public lecture titled Solidifying the Gains: Everything. Everyone. Tourism.
In her address, the Minister passionately encouraged Malawians to adopt a more positive mindset towards tourism, underlining that the sector’s success depends heavily on collective national attitude and participation.
She stressed that tourism is not merely about leisure and travel but also about national pride, identity, and economic opportunity that requires the support of every citizen.
Kamtukule also spoke candidly about the skills gap that has long hindered growth in the sector, noting that the absence of visible role models in tourism-related professions discouraged many young people from considering careers in this field.
However, she expressed optimism that the narrative is beginning to change, attributing this shift to the introduction of degree programs in tourism at Mzuzu University and ongoing plans to establish the Malawi College of Tourism.
She said these academic advancements are crucial steps toward professionalizing the tourism sector and nurturing a generation of skilled practitioners who can drive innovation and excellence.
The Minister also highlighted that tourism must be seen as a serious development sector capable of generating income, creating jobs, and transforming communities.
She implored the academic community to not only generate research but to ensure that it is impactful, accessible, and translated into policies that address real challenges facing the tourism industry in Malawi.
Kamtukule’s remarks sparked a positive reaction from academics and students alike, with many expressing renewed commitment to playing their part in national development.
Dean of the Faculty of Tourism, Hospitality and Management at Mzuzu University, Dr. Lameck Zetu Khonje, welcomed the Minister’s lecture, describing it as inspirational and timely.
Dr. Khonje stated that the lecture had provided strong motivation for the university’s faculty and students to engage more deeply in research that speaks directly to the needs of Malawi’s tourism sector.
He also noted with appreciation that some of the faculty’s previous research contributions were acknowledged during the event, a gesture he described as affirming and encouraging.
Dr. Khonje further emphasized the importance of collaboration between academia and government, asserting that when research is taken seriously and implemented through policy, tangible change becomes possible.
The lecture ended with a renewed sense of urgency and responsibility among stakeholders, particularly within the academic space, to become more proactive in shaping the future of tourism in Malawi.
Minister Kamtukule’s message served as both a challenge and a call to action, reminding Malawians that sustainable tourism growth requires inclusive participation, visionary leadership, and a well-equipped knowledge base grounded in evidence and innovation.
