Old Mutual Malawi has partnered with the Ministry of Tourism to celebrate its 70 years of service in the country.
At a celebration event held in Lilongwe on Friday, Old Mutual Malawi and the Ministry of Tourism launched the “Warm Heart in Frame” campaign, unveiling a photo frame at the Bingu International Convention Centre (BICC) in Umodzi Park, Lilongwe.
Patience Chatsika, Old Mutual Malawi’s Marketing and Corporate Affairs Executive, highlighted that the initiative reflects Old Mutual’s desire to offer something unique to Malawians as part of their 70th anniversary celebrations.
“This celebration demonstrates our commitment to promoting tourism in Malawi. We’ve placed four photo frames in various tourist attraction districts across the country. Malawians can visit these frames and take pictures, encouraging more participation in tourism,” said Chatsika.
She also mentioned that Old Mutual, in collaboration with the Ministry of Tourism, conducted research to identify areas where they could contribute to tourism promotion.
Minister of Tourism Vera Kamtukule emphasized that the responsibility of promoting Malawi’s tourist destinations does not lie solely with the Ministry, but is a collective effort for all citizens.
Kamtukule expressed hope that other countries will follow Old Mutual’s example by ensuring that tourist sites are well-maintained and attractive. “We cannot do this alone without the involvement of the private sector. We encourage local investors to invest in the tourism industry,” she said.
In addition to the BICC photo frame, Old Mutual has placed others at Cape Maclear in Mangochi, Mulanje Mountain, and Nkhatabay.
Before the launch of the “In Frame” campaign, a parade led by the Malawi Defence Force Brass Band took place.
In April 2022, President Dr. Lazarus Chakwera launched the Tourism Investment Master Plan, identifying 103 projects across the country. The Ministry has since focused on 10 flagship projects to ensure each region benefits within the first decade of the plan.
