Looking for your next big break? Consider the Consultancy for Call for Expressions of Interest from Creative Marketing Agencies to Develop and Implement An Innovative, Persuasive and Impactful Malawi Domestic Tourism Campaign at Malawi Department of Tourism in Malawi. Interested candidates are encouraged to submit their applications before the closing date on September 10, 2026. Check the requirements below and apply today. Please ensure to mention you found this opportunity on NyasaJobs.com website when submitting your CV and application to the employer or when making online applications for organizations.

MALAWI TOURISM AUTHORITY
CALL FOR EXPRESSIONS OF INTEREST FROM CREATIVE MARKETING AGENCIES TO DEVELOP AND IMPLEMENT AN INNOVATIVE, PERSUASIVE AND IMPACTFUL MALAWI DOMESTIC TOURISM CAMPAIGN

TERMS OF REFERENCE

Development and Implementation of a Malawi Domestic Tourism Campaign (6 Months)

1. Assignment Title

Development and Implementation of a Malawi Domestic Tourism Campaign for the Malawi Tourism Authority

2. Procuring Entity

Malawi Tourism Authority (MTA)

3. Background

The MTA is a parastatal organization established under the Tourism Act, 2025, with a mandate to regulate the tourism sector and promote Malawi as a tourism destination domestically, regionally, and internationally.

In line with this mandate, MTA intends to engage a qualified creative agency to develop and implement six-month domestic tourism campaign aimed at increasing awareness, interest, and participation in domestic travel among Malawians and residents. The campaign will be anchored on the theme: “See Malawi. Feel Malawi. Love Malawi. Experience the Warm Heart from Within.” The campaign is intended to promote local travel, increase domestic tourism expenditure, encourage wider use of tourism assets, support local businesses and communities, and strengthen national pride in Malawi’s natural, cultural, and heritage resources.

4. Overall Objective

To develop and implement a Malawi Domestic Tourism Campaign that increases awareness, interest, and participation in domestic travel among Malawians and residents, thereby contributing to the sustainable growth of the domestic tourism sector and national economic development.

5. Specific Objectives

The campaign shall aim to:

1. Increase awareness, interest, and participation in domestic tourism among Malawians and residents;
2. Stimulate domestic tourism expenditure to benefit tourism enterprises and local communities;
3. Foster a stronger culture of domestic travel and national exploration:
4. Promote greater use of Malawi’s tourism attractions, products, and experiences;
5. Expand the geographic spread of domestic tourism, including lesser-known destinations:
6. Encourage the development and uptake of affordable and attractive domestic tourism packages;
7. Promote travel during peak, shoulder, and low seasons;
8. Encourage safe, responsible, and sustainable travel practices; and
9. Strengthen national pride and appreciation of Malawi’s natural, cultural, and heritage assets.
10. Encourage repeat domestic travel among Malawians and residents.

6. Purpose of the Assignment

The purpose of this assignment is to engage a creative marketing agency to design and implement an integrated domestic tourism campaign that motivates Malawians and residents of Malawi to explore, experience and enjoy the country’s tourism offerings.

The campaign should align with Malawi’s national tourism brand reinforce its positioning as “The Warm Heart of Africa.” and present domestic tourism as accessible, desirable, affordable, and valuable to individuals, families, communities, and the national economy.

7. Target Audiences

Primary Audience

• Malawians; and
• Residents of Malawi.

Priority Segments

• Families:
• Couples;
• Young people;
• Young professionals;
• Students;
• Middle- and high-income households:
• Domestic leisure travellers:
• Business and professional communities; and Residents seeking weekend getaways and short breaks

Secondary Audiences

• Tourism enterprises;
• Tour operators:
• Hospitality providers;
• Travel trade actors:
• Corporate organisations:
• Institutions;
• Media partners; and
• Other tourism sector stakeholders.

8. Scope of Services

The selected agency shall undertake all activities necessary for the successful design and implementation of the campaign, including but not limited to the following:

8.1 Research and Audience Insights

The agency shall:

• Review available market information, tourism data, and existing domestic tourism initiatives;
• Conduct audience segmentation and generate actionable consumer insights;
• Identify opportunities to increase domestic tourism participation and expenditure; and
• Prepare a research and audience insights report to inform campaign design.

8.2 Campaign Strategy and Framework

The agency shall develop:

• Campaign objectives and strategic approach;
• Audience profiles and tailored communication approaches;
• Key messages and value propositions;
• Communication channels and engagement methods;
• Implementation schedule; and Monitoring and evaluation framework.

8.3 Creative Concept and Campaign Platform

The agency shall develop a creative concept based on the campaign theme: “See Malawi. Feel Malawi. Love Malawi. Experience the Warm Heart from Within.”

This shall include:

• Campaign narrative and storytelling approach;
• Kev messages and calls to action
• Creative direction and brand positioning;
• Campaign visual identity;
• Design elements and communication guidelines; and
• Adaptable creative assets for multiple media platforms.

8.4 Content Development and Production

The agency shall develop and produce campaign materials, including:

• Television and video advertisements:
• Radio commercials:
• Digital and social media content;
• Destination videos;
• Photography assets:
• Short-Form videos and reels:
• Print advertisements:
• Outdoor advertising materials;
• Influencer and content creator materials: and
• Tourism stakeholder promotional toolkits.

8.5 Media and Communications Strategy

The agency shall develop an integrated media and communications plan covering:

• Television:
• Radio:
• Print media:
• Outdoor advertising;
• Digital and social media;
• Influencer marketing;
• Public relations and publicity:
• Events and activations;
• Strategic partnerships: and
• Co-operative marketina initiatives

8.6 Campaign Activations and Product Promotion

The campaign shall promote Malawi’s tourism offerings, including:

• Beach tourism;
• Wildlife, nature, and landscapes;
• Adventure and outdoor activities;
• Culture and heritage tourism;
• Community-based tourism;
• Festivals and events:
• Food and culinary tourism;
• Wellness and leisure:
• Family holidays; and
• Weekend getaways.

The agency may also develop and support:

• Domestic tourism roadshows;
• Consumer promotions and competitions;
• Destination experience campaigns:
• Seasonal and low-season promotions;
• Weekend package promotíons;
• Influencer trips: and
• Joint promotions with tourism stakeholders.

9. Key Deliverables

The agency shall deliver, at a minimum:

• Inception report;
• Research and audience insights report;
• Domestic tourism campaign strategy;
• Creative concept and campaign platform;
• Campaign messaging framework;
• Campaign visual identity and brand guide;
• Integrated media and communications plan;
• TV, radio, print, outdoor, digital, and social media materials;
• Photography and destination content library;
• Influencer and content creator strategy;
• Campaign activation concepts and implementation plan;
• Tourism stakeholder toolkit;
• Monitoring and evaluation framework;
• Periodic performance reports; and
• Final campaign evaluation report.

10. Duration of the Assignment

The assignment shall be implemented over a period of six (6) months from the date of contract signature.

11. Agency Qualifications and Experience

Interested agencies must demonstrate:

• Proven experience in advertising and creative communications;
• Experience in branding and integrated marketing campaigns;
• Capacity in digital and social media marketing;
• Experience in multimedia production;
• Ability to implement multi-channel campaigns; and Strong strategic communication expertise.
• Experience in tourism, hospitality, travel, or destination marketing will be an added advantage.
• The agency must provide evidence of at least three similar assignments, including scope, deliverables, and results achieved.

12. Proposed Team Composition

The proposed team should include, at a minimum:

• Project Manager;
• Creative Director;
• Account Manager;
• Media and Communications Specialist;
• Digital Marketing Specialist;
• Content/Copy Specialist;
• Graphic Designer;
• Videographer/Producer; and
• Monitoring and Evaluation Specialist.

13. Reporting and Coordination

The selected agency shall report to the Malawi Tourism Authority and work closely with designated MTA representatives throughout the assignment. Regular progress updates and review meetings shall be required.

14. Submission Requirements

Interested agencies should submit:

• Company profile;
• Expression of interest / technical proposal;
• Understanding of the assignment;
• Proposed methodology and workplan;
• Team composition and CVs of key personnel;
• Evidence of relevant past assignments;
• Financial proposal: and
• Any other supporting documents required by MTA.

15. Evaluation Criteria
Proposals will be evaluated based on:

• Understanding of the assignment;
• Technical approach and methodology;
• Relevant experience and past performance;
• Qualifications and experience of proposed team;
• Creativity and innovation; and
• Cost-effectiveness of the proposal.

16. Invitation
The Malawi Tourism Authority invites eligible and qualified creative agencies to submit Expressions of Interest for this assignment in accordance with the requirements set out in these Terms of Reference.

SUBMISSION DEADLINE AND ADDRESS
Completed proposals shall be submitted by hand delivery or courier no later than 10 September 2026 to:

The Chairperson
Tourism House
Off Convention Drive
Internal Procurement and Disposal Committee (IPDC)
Malawi Department of Tourism
Private Bag 326
LILONGWE,
MALAWI

Proposals must be received at the above address by the submission deadline. Late submissions shall not be considered.