So why do Europeans choose to holiday in Malawi? That they do, in ever-increasing numbers, invites investigation.

Over the course of a year, I speak with many hundreds of would-be tourists, keen to experience Malawi despite the cost. I meet them at travel shows, at presentations, over the internet and on the telephone. I also get feedback from those who have been. What attracts them to the country?

It may be difficult to enumerate the attractions and even more of a problem to rank them, but number two in the list of enticements is Lake Malawi. Many explain that they had no idea a lake could be that big and that beautiful. Surely it must be the sea! The golden beaches, the unspoilt lakeshore, the fishermen, the warmth of the salt-free water – all come into the equation. No holiday is complete without some time being spent at the Lake.

There is usually amazement at the variety of the scenery in such a relatively small country. Even seasoned travellers who have experience of other countries in southern Africa are delighted to come across a different vista at every turn in the road. This diversity goes some way in explaining the popularity of touring holidays rather than resort based vacations.

Many holiday makers have their own favourite landscapes. Top among these are Mount Mulanje and the Nyika and Zomba plateaux. I’ve even come across would-be return travellers to Malawi who refused to come to Malawi while the Nyika was effectively closed. They rejoice in the news that this iconic beauty spot should soon be open again. The setting of Mulanje among the tea gardens, as well as its extraordinary height, is always favourably remarked upon. And those views from Zomba? ‘Incredible!’

Almost every European travelling to sub-Saharan Africa wants to see the wildlife. Malawi’s attractions in this department are its unsurpassed birdlife – variously described as the best in Africa or even the best in the world. In addition to this are the unspoilt nature of the parks and reserves. The fact that the range of mammals to be seen is not always as good as in some neighbouring countries is countered by the experience of untouched nature, which is characteristic of Malawi’s game viewing. How many times have I heard the expression ‘It was a Garden of Eden experience’?

The feeling of ‘naturalness’ which so attracts holiday makers extends to the whole scene: the villages (‘no themed villages please, only real ones’) and the authentic African feel and appearance compared with many of its regional neighbours. “This is the Africa of my dreams and childhood imagination” is a common observation.

I described Lake Malawi as the number two attraction to holiday makers from Europe. So what’s number one? There’s just no argument about this ranking. It is the people! It is the one recurring answer to the open question: ‘What did you like about Malawi?’ No one returns home without having formed the impression that Malawians are the world’s friendliest and most welcoming people. The warmth shown to visitors is often described as overwhelming. There’s no doubt in my mind that this single fact is the major attraction for the many of whom make return visits.

Long may Malawi be a country of genuine welcoming and smiling faces. While it is so, Europeans will raid their piggy banks and buy their expensive airline tickets to Malawi. The experience is priceless.

John Douglas is a director and tourism consultant with Geo Group & Associates. He is co-author of the Spectrum Guide to Malawi.