In a bid to position Malawi as one the best tourism destinations in the world, the country’s Minister of Tourism, Vera Kamtukule, launched a ‘Visit Malawi’ branded taxi in London last week.

“This endeavour is not merely about putting a taxi on the streets of a foreign city. It's a symbol, a tangible representation of our unwavering commitment to employ innovative destination marketing initiatives. Initiatives like this branded taxi play a crucial role in our ongoing efforts to build the Malawi brand,” said Kamtukule.

The Minister added that the story Malawi was telling the world was not just about its stunning landscapes, its warm-hearted people, or its rich culture – it is about a country on the rise, a nation that believes in its potential, and people who are united in their determination to showcase country’s greatness.

“Our ‘Visit Malawi’ taxi isn't just a mode of transportation; it's a mobile ambassador. As it cruises through the vibrant streets of London, it carries with it the hopes, dreams, and promises of Malawi. With every passenger it transports, it whispers tales of the Warm Heart of Africa. It shares the magic of Lake Malawi, the splendour of Mulanje Mountain, and the cultural richness of our land.”

Kamtukule also emphasised that it was not just about reaching international audiences, it was also about connecting with them. “When a Londoner steps into this taxi, we want them to feel a part of our world. We want them to see Malawi as an inviting, vibrant, and accessible destination.”

The Minister further noted that the ‘Visit Malawi’ taxi was just one step. “There are many more to come as we work hand in hand with our partners, our people, and the international community to make our vision a reality.”

She said the Malawi Government planned to launch similar taxi services in Manchester and other cities.