Foreign tourists visiting Mozambique surged in 2023, increasing by 85.7% from the previous year to more than 1.1 million, according to the National Institute of Statistics. While this marks an improvement over 2022, it still falls short of pre-pandemic numbers from 2019.
The Ministry of Tourism is making plans and taking action to recover from the sharp decline in tourism that followed the pandemic. One key initiative introduced is the new e-visa system, designed to facilitate travel and encourage a greater influx of tourists and business travelers to the country.
Recently, the ministry appointed a cultural ambassador, Francisco Ardiles, to promote Mozambique. As a Tourism Ambassador, Ardiles plays an important role in showcasing the country’s cultural treasures. These efforts, along with others, are part of a broader goal to position Mozambique as a top global tourist destination while benefiting its people and economy.
DJ Ardiles
Francisco Ardiles, known to every Mozambican as DJ Ardiles, has always been a powerful voice for Mozambique. He didn’t just help create the Pandza music style; he made it the heartbeat of a generation. His hit “Foto,” released in 2006, had everyone dancing, and since then, his music has celebrated the joy, energy, and spirit of Mozambique—what he calls Moçambicanidade.
Now, in his new role, Ardiles is on a mission to put his country on the tourism map. This isn’t just a job for him; it’s an extension of what he has always done through his music: sharing the beauty of his country with the world. “What really touches my heart is our way of life, what we call Moçambicanidade. It’s the everyday moments, the warmth, and the kindness of our people that I find so beautiful.” Through “Ola Mozambique,” Ardiles is eager to showcase all that makes Mozambique so special.
Ola Mozambique
Ardiles: “This initiative is a dedicated effort to show off the beauty and culture of Mozambique through my work as a tourism ambassador. It’s a way to bring together everything I do—whether it’s visits, shows, or other activities—into one cohesive collection. This branding effort highlights the unique aspects of Mozambique, with the hope of sharing them with the world”
Ardiles recently visited places (as part of this initiative) like Ponta Douro, Namaacha, Bilene, and Milange, while enjoying local delicacies such as Frango à Zambeziana in Zambezia.”
Through the hashtag #visitmozambique, he invites everyone to celebrate the country’s beauty. In November, Ardiles will continue his journey up north, diving deeper into Mozambique’s diverse culture.
Appreciating our uniqueness
During his travels, Ardiles encounters the challenges faced by local communities. “It’s about rebranding our culture, tourism, and how we present ourselves to the world. We have a unique way of being, and that is the greatest aspect of Mozambique’s natural beauty that I like to share. We must be the first to appreciate our own things. If we don’t cherish what’s ours, how can we expect others to?” His slogan, “Nossas coisas, nossa beleza” (Our things, our beauty), reflects his commitment to celebrating Mozambican life.
“We have a unique way of being, and that is the greatest aspect of Mozambique’s natural beauty that I like to share.”
But his vision isn’t just about tourism promotion or local pride; it’s about using tourism to drive economic growth. For Ardiles, celebrating local specialties like bajias can boost visibility and sales. These pastries, lovingly made by local mothers, are a perfect example of how appreciating what’s local can lead to more job opportunities and economic growth. “Valuing the existence of these pastries could lead to more people selling them. This means that tourism can also create more jobs for the Mozambican people—more appreciation, more growth, more jobs, more development,” says Ardiles. He adds, “Appreciating our uniqueness will make tourism greatly contribute to Mozambique’s growth and development.”
The Fikani Fair
“Aside from what we do, there are other initiatives that help promote Mozambique’s tourism,” Ardiles shares. “One of the most significant events is the Fikani Fair, Mozambique’s largest tourism exhibition.” Ardiles recently attended the fair in Maputo, noting, “It’s a place where we can showcase our potential to the world.”
Looking to the Future
This got Ardiles thinking: “How can we let everyone see the best of us?” Reflecting on the challenges, he notes, “The challenges are many, because it’s not possible to implement the entire plan all at once, but little by little. I believe it will be a long-term effort. The challenge is to elevate it to a higher level.” That is why Ardiles has been studying how other countries promote their cultures and tourist destinations. He points to Brazil, Dubai, and South Africa as examples of places with strong tourism identities. “I’m learning from what others have done,” he says optimistically.
“We need to gain confidence in showcasing what we have to offer. By valuing our culture and traditions, we can truly make Mozambique shine both locally and internationally,” he concludes. “I was already contributing through music, but now I want to do even more through tourism. I hope to help my country be seen and appreciated, not just by foreigners, but by ourselves as well.”
A Warm Welcome for Visitors
For tourists planning to visit Mozambique, Ardiles has simple advice: enjoy the warmth and hospitality of the Mozambican people. “Our warmth is something you won’t find in many places. And of course, our cuisine is incredibly rich, even though it’s not widely advertised in big restaurants. I would recomend trying our unique dishes. ” he suggests with a smile. And ofcourse, we also have our music, our pandza, which is our unique way that reflects stories about our way of being. ‘
With Ardiles as ambassador, inspiring youth and empowering local communities, Mozambique is on track to becoming a major player in the global tourism industry. Força!
