Malawi, Africa's Hidden Gem
- Michelle Jin
- Mar 25
- 6 min read
**Malawi** is a landlocked country in Southeast Africa with a population of approximately 21 million (as of 2023). It was a **British colony (Nyasaland)** from 1891 to 1964, and English has been the official language since independence. The majority of the people are Christian, and the country is known for its peaceful and warm culture and community-oriented lifestyle.
**Malawi** is a landlocked country located in the southeastern part of the African continent. Although it is relatively unknown, it has the charm of being called 'Africa's hidden gem' due to its rich nature, culture, and warm people. In particular, **Lake Malawi**, the third largest freshwater lake in the world, is listed as a UNESCO World Heritage Site and boasts an amazing biodiversity with over 1,000 species of fish.
"The Republic of Malawi, located in southeastern Africa, is also called the 'Land of Lakes' because Lake Malawi covers two-fifths of the country. Lake Malawi, which spans the three countries of Malawi, Tanzania, and Mozambique, is the 9th largest lake in the world and the third largest lake in Africa, following Lake Victoria and Lake Tanganyika. Lake Malawi is also the third deepest lake in the world, with a maximum depth of about 700m, and is also famous for being one of the lakes with the clearest water. Because of its clear water, more than 10,000 tons of freshwater fish are caught every year, and it is a very important source of protein for local residents who have difficulty producing grain due to poor soil. This lake has the richest variety of fish of any lake in the world, and in particular, about 350 species of cichlid fish are classified as endemic to Lake Malawi. This is also an ecologically very valuable resource." Source: E-Korea (https://www.ekoreanews.co.kr)
The lake is not just a tourist destination, but is also important for its ecological value and the livelihood of local people. It offers a variety of experiences, including clean water, tropical fish snorkeling, beach holidays, and lake view cafes, and it offers a deeply moving experience without harming the environment. Especially in times of food crisis, the value of Lake Malawi as a source of protein and sustainable resource is being recognized more highly.
Kaza Kitchen is a popular spot for tourists, offering fusion Korean food , dumplings, kimbap , and a variety of healthy salads, all made with local ingredients and a global twist. 🔗 Reference link: Kaza Kitchen – Popular Place to Eat in Lilongwe (Tripadvisor)
Malawi coffee
Malawi is also a region where coffee cultivation is active depending on the altitude, producing high-quality coffee beans with rich flavor and softness. Recently, local young entrepreneurs are creating local brands using Malawi coffee and entering overseas markets, which can be a special experience for travelers who enjoy coffee.
Malawi, a country where people and nature live in harmony. This land, which is lesser known and therefore more attractive, can be the perfect destination for those who want to experience the real Africa.
Why hasn't Malawi's tourism industry grown as much as Kenya or Tanzania?
Kenya and Tanzania, which have established themselves as tourism powerhouses in Africa, attract millions of international tourists every year and have grown into one of the core industries of their national economies. However, neighboring **Malawi** remains a country with a relatively slow growth rate in tourism despite its abundance of natural landscapes, culture, and ecological resources. Why has Malawi not yet become a 'tourism powerhouse'?
1. Lack of infrastructure and accessibility issues
Malawi has poor tourism infrastructure, including roads, airports, and railways.
International arrival airports are limited, and internal transportation is slow and inefficient.
Compared to neighboring countries, it is a structure that is difficult for tourists to access .
2. Lack of marketing and national branding
Kenya has gained worldwide recognition for its Masai Mara Safari, and Tanzania for its Serengeti and Kilimanjaro.
Malawi still has a weak presence and limited information in the international market .
The tourism bureau's global marketing campaign is also lacking in budget and strategy .
3. Lack of external investment and international cooperation
While Kenya and Tanzania have active foreign investors in the hotel, lodge and tour business,
Malawi is not a country with a relatively stable investment environment, and investment is not active due to a lack of information.
4. British colonial influence and administrative legacy
Malawi has not been a region with much interest in tourism since the British colonial era .
Even after independence, the government's priority for tourism development was low, resulting in a lack of proactive growth strategies.
Bureaucratic procedures and licensing systems also act as barriers to business entry .
5. Political and economic instability factors
Although it is considered a relatively peaceful country, economic instability , exchange rate issues , rising prices , and unemployment rate pose risks to investment in the tourism industry.
Lack of travel insurance and medical infrastructure also limit long-term stays.
But Malawi is a country with a lot of potential.
A country with the friendliest people in the world, Lake Malawi, a UNESCO World Heritage Site , and diverse ecological resources.
A destination suitable for the next generation of travelers who prefer sustainable tourism and local experiential travel.
Recently, a new trend has emerged through NGOs, young entrepreneurs, and private networks in countries such as Korea and Germany.
Malawi tourism is in the process of preparing for ‘slow but deep growth’. It is not a mass commercial tourist destination like Kenya or Tanzania, but it may be the most ideal destination for travelers who want to experience the real Africa centered on nature and people.
Current Status and Advantages of Influx of Overseas Tourists to Malawi
Interest in and consumption trends for Korean products
In Malawi, interest in Korean dramas, K-POP, Korean cosmetics, and food has been steadily increasing in recent years. Small Korean grocery stores and K-store-style stores have begun to open in the capital city of Lilongwe and the commercial city of Blantyre, and the number of local consumers and international students looking for ramen, seaweed, gochujang, and Korean snacks is also increasing.
Currently, there are 3 to 5 small Korean grocery stores or Korean product corners in Asian marts in Lilongwe and Blantyre, and they are popular not only among local Korean missionaries, NGO workers, and international students, but also among locals.
🔗 Reference link: Shoprite Chichiri (Blantyre) – A representative hypermarket
This is an interesting trend that could lead to new tourism content such as expanding private exchanges between Korea and Malawi in the future, customized services for Korean tourists, and development of a cafe that collaborates with local food and K-Food.
Estimated number of overseas tourists (as of 2023)
Number of annual overseas tourists to Malawi: approximately 500,000
Main visiting countries: UK , Germany , South Africa , USA , Mozambique , and recently, the number of Korean and Chinese tourists is also increasing.
Purpose of visit: Ecological experience, volunteer work, study abroad/research, participation in NGO projects, medical service, media/documentary production, etc.
Visiting country | Specific gravity (expected) | Main purpose |
uk | 20% or more | NGO, study abroad, volunteer work |
germany | 15% | Medical, Volunteering |
South Africa | 20% | Business, Travel |
USA | 10% | Cultural exchange, education |
Mozambique | 15% | Land visit, family |
Korea/China | Increasing | Ecological experience, K-culture interest |
Malawi Tourism’s Distinctive Strengths
UNESCO World Heritage Site Lake Malawi : The World's Most Biodiverse Freshwater Lake, Snorkeling and Diving Spot
Non-commercial, pure nature : a secluded atmosphere without the crowds of tourists
Friendly national character and safe social atmosphere
Low cost of living and accommodation : perfect for long-term stays
Potential for growth as a sustainable tourism destination : solar-powered accommodations, eco-friendly agricultural experiences, and active local community-linked programs
Possibility of expanding friendly perception and exchange with Asians : Expanding youth, religious, and educational exchanges between Korea and Malawi
Malawi, a land like a jewel that has not yet been developed. Now is the ideal time for overseas travelers who want to experience a new Africa. Another great advantage is that it is well-equipped with a variety of healthy Korean food, local food, and an environment that seems sufficient for Koreans to live in. In particular, clean air and water, and the sound of birds that can be heard every morning in the city, add to the unique charm of Malawi, where people live in harmony with nature.
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