Malawi has been spotlighted in ABTA’s “Destinations to Watch 2025” report, a prestigious list highlighting unique locations set to capture the imagination of travellers in the coming year. Known as the “Warm Heart of Africa,” Malawi’s inclusion as the only African country on the list emphasises its appeal as a must-visit destination for adventure seekers, wildlife lovers, beach worshippers and culture enthusiasts.
Renowned for its breath-taking landscapes and welcoming people, Malawi offers an unmatched diversity of experiences. At the heart of its allure is Lake Malawi, Africa’s third-largest freshwater lake. Often called the “Lake of Stars” due to its shimmering waters under the night sky, it provides visitors with pristine beaches, secluded islands, and a rich aquatic ecosystem. Whether it’s snorkelling among colourful cichlid fish, kayaking, or simply relaxing on its sandy shores, Lake Malawi is a treasure trove for those seeking tranquillity and adventure.
Beyond its iconic lake, Malawi boasts lush national parks and wildlife reserves, such as Liwonde National Park and Majete Wildlife Reserve, where travellers can witness elephants, hippos, and now a variety of predators including lions, cheetah and wild dogs – all in their natural habitats. Its compact size allows visitors to easily explore varied attractions, from hiking the dramatic peaks of Mount Mulanje to discovering vibrant markets and cultural heritage sites.
ABTA’s report highlights Malawi as a hidden gem for those seeking authentic and lesser-known destinations. With an increasing number of travellers prioritizing sustainability and cultural immersion, Malawi’s commitment to responsible tourism makes it a fitting choice.
Research by ABTA reveals that a record 45% of travellers want to explore new countries in 2025 (up to 60% for 24-44 year olds!), and Malawi’s inclusion reflects its growing appeal. Demand for ‘experiences’ is also on the rise and that’s where Malawi truly impresses. Stunningly scenic landscapes can be explored by various means; a variety of watersports are available from Lake Malawi’s beaches; there are endless opportunities for cultural interaction with warm and friendly people; and, thanks to a world-leading conservation programme, a choice of thrilling safaris can be enjoyed to see the Big 5 and more. Such a combination is rare to find, particularly in a small and easy to explore country – making Malawi one of the most complete destinations in Africa. As the ABTA report rightly points out “this African country packs a great deal into its compact borders”.
The 10 Destinations to Watch were chosen following input from a range of ABTA travel experts. They are intended to inspire and inform holiday choices with new and surprising suggestions. ABTA is a trade association for UK travel agents, tour operators and the wider travel industry. It is the largest travel trade body, counting over 4,300 travel brands in membership who have a combined annual UK turnover of £40 billion. For Malawi to be selected by this highly respected and extensive organisation is yet another indication of its growing status as a top Africa destination.
