Institute of Marketing in Malawi is set to engage various partners and stakeholders in the tourism sector through a public lecture in order to push for mindset change, economic growth and development.
The public engagement, which has been proposed on grounds that tourism is one of the enabler sector of national economic prosperity, is expected to take place on April 5, 2023 at the Bingu International Convention Centre (BICC) in Lilongwe.
Vice President and Director of Public Relations Management at the institute, George Damson said the public lecture is part of the institute’s social responsibility goals.
He said as an institution, they are obligated to aid national development goals of this country.
“As an institutional role, we are obligated to pay back to the society in which we are operating. It is high time we host this public lecturer with regards to an assumption that our tourism sector is not being fully utilised or appreciated as an enabler tool to economic goals and prosperity as encapsulated in the Malawi 2063 (MW2063),” said Damson.
He further said that the engagement will help build national consciousness on the significant roles played by tourism in pursuing economic growth and also help the country to position itself as one of the best tourism sites in the world.
“The sad reality is that lack of public consciousness in tourism makes people not to understand their roles as citizens of this country in revenue generation through the sector. As such, we feel by engaging them they will become active players in the sector hence revamping it to its full potential,” Damson emphasised.
Minister of Tourism, Vera Kamtukule has welcomed the initiative and expressed gratitude to the Institute of Marketing in Malawi saying the initiative will serve as an eye opener to Malawians.
She, therefore, advised Malawians to patronise the event and be one of the active players in economic transformation of this country through tourism.
“The fact that our nation is blessed with cultural diversity, scenic landscapes and other natural attributes, tourism is capable of employing everyone in the country. The only secret is to know one’s possible roles that can be rendered to the sector,” she said.