During the 2025 FITUR International Tourism Fair in Madrid, Malawi’s Minister of Tourism, Vera Kamtukule, met with UN Tourism Secretary General Zurab Pololikashvili to discuss deepening cooperation between Malawi and the UN Tourism Agency.

This meeting highlighted Malawi’s ongoing efforts to grow its tourism sector and strengthen its global presence.

Building Stronger Partnerships for Malawi’s Tourism Growth

Minister Kamtukule expressed her gratitude to the UN Tourism Agency for its continued support in helping Malawi grow its tourism industry. “As a member of the global tourism body, it was essential that I meet with the SG to convey my heartfelt gratitude for the unwavering support his organization has provided to Malawi,” Kamtukule remarked. She emphasized Malawi’s unique tourism offerings, which she believes have the potential to attract global attention.

However, Kamtukule also stressed that a strong branding and communications strategy is key to making Malawi’s diverse tourism products visible to the world. She noted that the partnership between Malawi and the UN Tourism Agency is critical in this regard. “The partnership is not only strategic but also lubricates our efforts to expose Malawi to the world,” Kamtukule added.

Secretary General’s Support and Upcoming Visit

UN Tourism Secretary General Zurab Pololikashvili expressed his pleasure in meeting Minister Kamtukule and acknowledged Malawi’s progress in integrating tourism into its national strategy. He applauded the Malawian government for including tourism as a central component of its ATM (Agriculture, Tourism, and Mining) strategy, emphasizing its importance for sustainable economic growth.

Pololikashvili also shared his plans to visit Malawi officially later this year, highlighting the continued strong relationship between the UN Tourism Agency and Malawi. “I am looking forward to visiting Malawi this year,” he said, signaling the agency’s ongoing commitment to supporting Malawi’s tourism development.

Malawi’s Tourism Potential on the Global Stage

Malawi has maintained excellent relations with the UN Tourism Agency since becoming one of its founding members in 1975. The meeting between Minister Kamtukule and Secretary General Pololikashvili underscores the country’s growing role in the global tourism sector and the UN’s continued support for Malawi’s tourism ambitions.

With its breathtaking landscapes, unique cultural heritage, and vibrant wildlife, Malawi is poised to become a prominent destination in Africa’s tourism sector. Through this strengthened partnership with the UN Tourism Agency, the country is set to increase its visibility on the global tourism stage, attracting visitors and investments that will drive its economy forward.

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