ON INCENTIVE FOR TOURISM SECTOR:THINKING BEYOND BED,FOOD AND DRINK

Note: unedited version

Every Malawis,economic player had high expectations  on the 2013/2014 budget  in general.When the Minister of Finance finished unpacking this most awaited bag each and every sector expressed either dissatisfaction or a thumbs up accordingly considering from which side of the debate of cost of living you belong . Prices of needs are affordable at sunset and heavily charged with  price weight that fail consumers to bouy up at sunrise . Some underfunded while other sectors are overafunded as alluded to by other quarters of the economy.The reality one should live with is Government has its priorities and every child may not get their favorite toy at once,period. The tourism industry is one industry being  touted as though unofficially the second Malawis cash cows from agriculture.It survives its life on foriegn exchange.This article kindly saves the space by not complaining about the stalling of the Bingu Wa Mutharika International Conference Centre Hotel operation that tied a thousand job opportunities todate but export the able hands to Dubai.Not on this forum that one should ask the government to re-introduce service charge that keeps workers in this stressful industry going, considering the low salary packages that workers recieve.The focus is on what has been allocated in the  budget  for the sector ;the incentives for the tourism sector.

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Government must be applauded on the removal of  taxes on off-road game/scenery viewing motor vehicles(Safaris) and shuttle buses. This puts  Hotels, Lodges and Inns at a significantly huge advantage for those Hotels,Lodges and Inns with guest capacity of 50 rooms or more to import to the maximum of two shuttle buses every five years without payment of duties.A tad bit browse on Wikipedia  pages defines Safari as an overland journey, usually a trip by tourists, traditionally in Africa and a shuttle bus service as transport designed to quickly transport people between two points. Such services are often designed to serve specific customers hotels or other travel companies.These two definitions should sound loudly as business opportunities to astitute tourism business-customer minded  Managers in the sector than to astitute tourism day sellers-cash minded bosses. They sit in their office waiting to pick up a phone to go to a non-existence room 13 to solve a complaint of "there is no sugar in my coffee".

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This is a great opportunity that hotel owners and managers must sieze with both hands.Hard times like these must provide managers with creative solutions on opportunities available.They should  stop pondering  how hard they are toiling to achieve certain budget targets per day but how they can turn the situation into a viable opportunity, from pain to a penny.The  tax waiver on game viewing vehicles and shuttle busses should aid managers to create business environment that sees more guests from international segment checking in at theirindividual hotels more than ever.

Hoteliers will echo the fact that lucrative bookings have been cancelled prematurely because the hotels fail to offer a shuttle to and fro the airport. This business may have gone to competitors a stone throw.Aggressive Managers should train their staff to anticipate guests satisfaction and take  moment  of booking enquiry as a platform to sell the product and service they offer and that product and service they can outsourse inorder to keep their guest forever.Provision of shuttle bus service is one item that should be on guest list in mordern times. A crafty costing on the package that includes a shuttle bus is going to  either plough back your money in the coffers or keep especially international guests stick to you for eternity.All it should  answer is the question "whats in it for me".International guests in this century of terrorism as a global issue ,rampant scams and robbery guests would buy their safety at any price.They want to reach their destination in one whole piece.They want their valuable intact;their laptop,tablet and cellphone safely yonder on to their room and the service worth their dollars doom. 

Travelling in a foriegn land makes one susceptible to not only physical assault but also ridicule in this part of Africa where many international guest who may be white are subject to "a walking ornament or Samaritan"  who is  viewed like piece of art and expected to entertain spectators  by giving alms across a queue of beggers.One would argue that this is moment of reality for the tourist to experience africa,whatever africas image may mean is a generalisation of the ignorant ,therefore the brand that Malawi is should speak for itself as warmhearted people than what is portrayed. The industry should be reminded on the  kind of tourists that exist in the world.A business a tourist who keep watching their clock given  timelines after a ten hour jet lag this vibe may agitate them and spoil the first impression about Malawi as a destination. What this type of guest need is transport that seldomly have stopping points befor actual destination, quietness, comfort and safety en-route to a hotel.This is an escape from all hassles after airport tochdown.Shuttle bus service separates an ordinary hotel with this service  from an extraordinary built infrastructure without shuttle service. Guests are now mindful of time just like they worry about dietary commitments.Ambience  and aesthetic appeal comes second on the  purpose of their stay.

Secondly Managers should be challenged enough to depart from business as usual tendency of providing bed , breakfast , lunch and dinner on a busy day then fold their hands in the staff cafeteria .Quit  waiting for conference guests that confine themselves in a four walled room meeting to  hit checkout time without selling them your safari activity. They need  refresher moments after brainstorming for hours. What the Minister of Finance is telling Tourism players is that this is the time to import roadworthy vehicles that can be used for excursions for both holiday makers  and business clientel.Time to make money from  our unique country places of interest .Guests may eat better home cooked meals but may not bring stunning views in their homes despite the state of the art gadgets they may have.No travel site will ever get a real legendary Chingwe hole to Russia than mere pictures and videos.It is time to step in and shout in a marketers tone that word of mouth is the best advertisement you can ever through appostle customers .  Managers will find this exercise of product creation hard in the investment but the reward are never-ending because customer loyalty emanates from activities that are unique to Malawi as a country and the world.Each hotel is located in a unique surrounding. It has not to be a stunning view with a waterfall just like kapichira or tedzani.Never strain a muscle to create the majestic Mount Mulanje .Start simple just like the father of first ever arranged excursions ,Thomas Cook.To have successful activities for a win-win situation sell what your market area offers.It can be  a visit to an old building with rich history;first Post office,the chiefs hut,a model village that tells a story of culutre and heritage, all these are examples that only highlights that the incentive effected in the sector is a window to more revenue and foriegn exchange.

Abroad range of tailor made products service should be created, diversification should also be a catchword  as we struggle through these economic time where the industry is sometimes viewed as a luxury and not an economic vehicle or education tool. Our product and service should stretch beyond food ,drink and bed.The only question that hotel and tour operators should ask from the Minister of Finance is an assurance from government on maintenance of  the roads to sightseeing places,hotels and Lodges so that these vehicles wear and tear is worthwhile. It is a fair thing to remind government that direct or cheaper air routes to and fro Malawi is the only way that will see these shuttle buses useful if we have more traffic of guests from other countries. Government will not be offended if one says that a financially stable and well managed Air Malawi is what the tourism industry  need for these incentives to be rewarding at long run.The minister would shake my hand if one would say that puting a  cultural policy  in place would help to create more destinations and promote a more powerful social cohessiveness accross a multifaceted cultural background that form what we proudly call'the warm heart of Africa'.