The Ministry of Tourism says it can no longer afford to place adverts on international television channels due to financial constraints it was experiencing currently.
Two years ago, the ministry placed adverts on CNN for six months.
However, principal secretary for tourism, Elsie Tembo, said the ministry does not have means to place adverts on the CNN this financial year due to limited funding.
“The limited funding in the current budget requires us to prioritise our activities,” said Tembo.
She said it would normally cost US$630,000 to advertise on CNN for six months but that Malawi negotiated with CNN for a package within the region of US$500,000 for the same period.
She said, however, the ministry remains committed to ensuring that the country’s tourism products continue to get the required international exposure and that it will continue to explore other cost effective forms to ensure that Malawi’s tourism products are highly visible on the international market.
Tembo said international advertising is important as it targets potential tourists from source markets and present them with what Malawi has to offer as tourist and tourism investment destination.
“If we are to make strides and achieve the sectors potential to effectively contribute to the country’s GDP, international advertising is vital as we need to make our tourism products visible,” said Tembo.