Malawi Gaming and Lotteries Authority invests K20m to boost tourism at Marketing Conference

Authority supports marketers in showcasing Malawi as the “Warm Heart of Africa,” highlighting tourism, culture and investment opportunities.

Malawi.- The Malawi Gaming and Lotteries Authority (MAGLA) has pledged K20m (€10,000) to the Institute of Marketing in Malawi (IMM) to support its highly anticipated annual conference. The funding comes as part of the Authority’s expanding role in promoting Malawi as a premier tourism and investment destination.

The 2025 IMM Marketers Conference and Excellence Awards will take place from October 23 to 26 in the central town of Salima and is set to welcome participants from across the Southern African Development Community (SADC) – a group of 16 countries working together to promote economic growth, social development and regional collaboration.

Speaking at the cheque handover ceremony, MAGLA Director General Rachel Mijiga said the partnership was a “natural fit”.

Mijiga said: “As the Malawi Gaming and Lotteries Authority, we are proud to partner with the Institute of Marketing in Malawi for this year’s conference. One of our key mandates, beyond regulation, is the promotion of tourism, promoting and marketing Malawi as a destination of choice.”

The event offers a platform for Malawi to position itself on the regional and global stage. Mijiga added: “This is an opportunity to position the country as the ‘Warm Heart of Africa’ and a hub for culture, nature and investment opportunities. Marketers have a central role in shaping perceptions about Malawi both locally and globally, and IMM is the perfect institution to lead in telling Malawi’s story and showcasing its natural wealth.”

IMM Vice President Twikale Chirwa praised the Authority’s contribution, noting that the sponsorship goes beyond financial support to affirm a shared vision of advancing Malawi’s identity and marketing profession.

Chirwa said: “This year’s conference will take place under the theme, ‘In the Face of Disruption: Be Bold, Be Different, Be Remarkable’. It is a bold and unique call to action for marketers to rethink their strategies, challenge convention and seize new opportunities.”

Highlighting IMM’s mandate to empower marketers in promoting Malawi’s brand, Chirwa said the country can be repositioned as more than just the ‘Warm Heart of Africa’.

He added: “Your support, Malawi Gaming and Lotteries Authority, strengthens this vision.”