Comesa framework boosts Malawi’s tourism prospects

Efforts by Common Market for Eastern and Southern Africa (Comesa) to reposition tourism as a driver of growth across Eastern and Southern Africa is opening a strategic opportunity for Malawi to boost its tourism sector, it has emerged. Kenya Principal Secretary for Tourism John Olultuaa is quoted as having told a consultative workshop on Monday in Nairobi, Kenya that tourism is not just a sector, but it is a cornerstone of economies in the 21-member Comesa trade bloc. He said: “It [tourism] drives revenues across accommodation, transport and food services while creating livelihoods for millions, particularly women and youth.

“Our goal should be to market Comesa as a sustainable destination, avoiding unhealthy competition and embracing collective growth.” Regional officials argue that the shift towards coordinated tourism development is critical to unlocking scale and competitiveness of the sector in the region. Economic Commission for Africa director for Southern Africa Eunice Kamwendo, speaking during the meeting, said a coordinated regional framework can unlock economies of scale, strengthen tourism value chains and enable Comesa member States to move from fragmented national markets. She added that the initiative is about moving beyond policy ambition to execution.

“This framework is about moving from aspiration to implementation, aligning tourism growth with sustainability, climate resilience and regional trade,” said Kamwendo. For Malawi, the regional framework aligns with government priorities outlined in Malawi 2063 (MW2063), which reaffirms tourism as a key pillar that could catalyse economic growth and boost foreign exchange earnings. Malawi’s Tourism Policy highlights persistent challenges, including weak infrastructure, limited investment, inadequate marketing and poor access to international markets, but government says it is addressing these gaps through the National Tourism Investment Masterplan.

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Minister of Finance, Economic Planning and Decentralisation Joseph Mwanamvekha is quoted as having said the plan comprises 103 projects focused on strategic infrastructure development to boost the sector. At the regional level, Comesa officials say the framework represents a structural shift in how tourism is positioned. Comesa secretary general for programme Mohamed Kadah said the framework marks a strategic shift towards positioning tourism as a regional value chain. “By harmonising branding, improving mobility and diversifying tourism products, member States can deepen intra-regional tourism, attract investment and strengthen linkages with trade, industry and small and medium enterprises,” he said.

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