The strategic use of digital marketing is being highlighted as one of the most effective ways to unlock the tourism potential of Inhambane province by strengthening local Micro, Small and Medium Enterprises (MSMEs). This conclusion stems from training activities promoted by the Mais Oportunidades Project, an initiative of the Ministry of Economy with support from the World Bank.
According to the Mozambican News Agency (AIM), the training sessions, recently held in the cities of Maxixe and Vilankulo, were aimed at operators in the tourism sector and related activities.
The sessions were led by lecturer Mariamo Abdula, a Marketing professor at the Higher School of Hospitality and Tourism of Inhambane, part of Eduardo Mondlane University. Abdula emphasised the urgent need for local businesses to strengthen their digital presence in a global market increasingly driven by online platforms.
“More than 70% of international tourists search for packages and destinations exclusively online. In Mozambique, Internet penetration remains low at 19.8%, compared with the global average of 67.1%. On social media, the data are equally concerning: only 11.4% of the national population actively uses these platforms, compared with 62.3% globally,” Abdula said, citing comparative studies presented during the event.
The academic argued that digital marketing is an indispensable tool within the blue economy, with a direct impact on promoting activities such as coastal tourism, fishing, catering and logistics. She added that effective digital communication contributes to sustainability, facilitates bookings and partnerships and increases customer loyalty.
Despite the challenges, the latest data show a 15.6% growth in social media use in Mozambique, which Abdula considers an encouraging sign of the expanding digital market and emerging opportunities for the local business fabric.
Mário Ubisse, business development specialist for the Mais Oportunidades Project, stated that the training initiatives play a key role in improving the competitiveness of MSMEs. He added that, aside from structured training, the project also offers complementary services such as peer mentoring, business consultancy and technical assistance in strategic areas, with the aim of facilitating access to new markets.
During the workshop in Vilankulo, the district director of Tourism, Lucas Vilanculos, highlighted that these initiatives come at a decisive moment following the Mozambique Tourism Summit, where the district’s integration into the Special Economic Zone for Tourism Investment was announced. “There are legal provisions that value and protect business activity. Companies should take advantage of this favourable environment to strengthen their skills and position themselves to serve the ongoing megaprojects,” he said.
Also present at the event, the representative of the Vilankulo District Business Council, Názir Cossa, reiterated that the blue economy and digital marketing are now essential tools for unlocking the province’s economic potential. He called for continuous and needs-based training activities that allow businesses to compete with other international destinations and strengthen Mozambique’s image as a reference in sustainable tourism.
Interested companies were also invited to register online on the Mais Oportunidades Project platform as a necessary step to access future funding, training and institutional partnership opportunities.
