Project Overview
The Lake Malawi-Shire River hydrological system characterizes Malawi’s single most important natural resource system. The Shire River provides water for hydropower, agriculture, fisheries, transport, tourism, urban water supply and rural water usage. The overall objective of this program was to develop an integrated tourism strategy for the Shire River Basin that links attractions inside and outside of the major protected areas in the region into packaged routes that increase visitation and support sustainable management of these targeted protected areas. The program also developed practical marketing materials that are used to promote and improve access to information about the region. By strengthening the tourism experience and better promoting the region, tourism can grow, and in doing so contribute to the management of protected areas and improve the economic viability of surrounding communities. Conservation-based tourism also has the potential to increase public appreciation of the region’s protected areas and natural landscapes.
Major Activities
- Understood the general tourism context by gathering a comprehensive snapshot of tourism assets, opportunities, issues, and other data about tourism in the region through desk research, assessment trips, and interviews both in Malawi and abroad.
- Created tourism marketing materials and developed circuits by establishing a Regional Destination Brand and Marketing Strategy, developing a website, mobile app, posters, brochures, and a visitors guide. Compiled an inventory of nature-based tourism attractions in collaboration with Malawian tour operators.
- Increased awareness of the region and worked to ensure its long-term success by promoting the destination to tour operators and implementing marketing training workshops for local stakeholders.
Results
- A Nature-Based Tourism Technical Report
- A Brand and Marketing Strategy along with the development and distribution of promotional materials
- A Final Report with summary of marketing activities and submission and training manuals for the use of all marketing materials developed
