Restorative Strategy: Mulanje, Malawi

Regeneration Through Co-Creation

The Mlezi Plan was led by Frank Cuypers, co-founder of Place Generation, and stands out as a deeply special project in his career. For Frank, this was not just another strategy assignment, but a three-year journey rooted in patience, trust, and care; values that sit at the very heart of regenerative tourism.

Remaining true to these principles, the plan was conceived through co-creation with the local population, approval from tribal chiefs, and constant communication with all stakeholders. This wasn't a project designed from the outside looking in; it was built from within, with the people of Mulanje guiding every step.

As Carl Bruessow, CEO of the Mulanje Mountain Conservation Trust (MMCT), and Moffat Kayembe, Programs Officer for Responsible Forest Co-Management and Sustainable Livelihoods at MMCT, explain: regeneration here serves two vital goals. It educates visitors by equipping them with knowledge of local culture, traditions, and environmental stewardship, while also directly involving tourism in community development.

That meant working within Mulanje's matriarchal communities, where both formal and informal leadership had to be acknowledged. It often required hours waiting for senior chiefs, who serve not only as leaders but as arbiters for their people. In Malawi, as Frank notes, "you pay with time", and investing that time into building trust was essential.

The result is a qualitative growth strategy entirely built on regenerative principles. Revenues flow back into the community, always with respect for the environment and culture. It's therefore fitting that the plan is called Mlezi; a word with many layers of meaning, but at its heart, "someone who cares."

For Frank and the Place Generation team, the Mlezi Plan demonstrates what's possible when tourism aligns with care; for people, for place, and for the future. It also builds on our global work in New Zealand, Belgium, and Australia, while standing apart as a model of deep-rooted, community-first engagement.

cover image credit: Malawi Tourism