10 Jul Interview with Noor Momade, Cotur, Mozambique
Could you talk about the current paradigm of the tourism sector globally and in Mozambique post-COVID?
COVID-19 was a terrible situation, affecting not just Mozambique but the entire world. We all suffered and no one could have anticipated what we went through, but fortunately, it’s over now. While tourism has made a strong comeback globally, it hasn’t fully rebounded in Mozambique yet. That might be our fault and there is still a lot of work to be done. We have two components: the travel component and the tourism component. Within tourism, we have leisure tourism and business tourism. Maputo has always had business tourism: conferences, meetings and so on. Regarding travel, I believe it has come back with even more force than before COVID-19. During the nearly two years of the pandemic, people were eager to travel but couldn’t — whether for family, business, or medical reasons. They felt trapped, and when restrictions were lifted, we experienced a significant boom, even though travel was still somewhat limited.
Unfortunately, the tourism component is taking some time to recover; it’s progressing slowly. We know that, for example, tourism has made a strong comeback in other countries. In Mozambique, the slow recovery might be due to the problems we’re still facing, even though they are localized. For example, if we talk about war or terrorism, it’s a localized issue in the north of the country and doesn’t affect the rest of Mozambique. However, people outside the country may not understand this and might be afraid. As a result, they may hesitate to visit Mozambique or consider it as a tourism destination. Another aspect is that we still have gaps in certain areas. For example, we need more international hotel chains and brands in Mozambique. Currently, we basically only have Radisson and Meliá, which have been here for some time.
We know that tourists often choose hotels based on the brand, whether because they are members or because the hotels themselves promote both the property and the destination. This could be a significant asset for Mozambique. If we had Hilton, Intercontinental and other well-known brands with their advertising and booking systems, it would help promote the country as a destination. I believe this would greatly benefit Mozambique and it’s something we need.
Another gap we have is in staff training. We still need to invest heavily in training people for the tourism industry. This includes not only preparing staff for work in hotels but also training them to interact effectively with tourists. Additionally, we’ve been focusing on building capacity within the traffic police, security police and customs, as these are the individuals who deal directly with tourists when they are out and about, arriving in the country, or crossing borders.
We have some challenges in these areas, but we are working to improve. I believe we have a strong foundation for growth. The future is promising, but there is still much work to be done if we aim to reach the level of tourism found in places like Dubai or Mauritius. I am confident that Mozambique has more potential than many other countries. With nearly 1,800 miles of coastline, pristine islands, beautiful beaches, warm waters and excellent gastronomy, especially seafood and fish, Mozambique has much to offer. The people of Mozambique are friendly and youthful, which adds to our potential for success. We have everything needed to become one of the best tourist destinations in the world.
Unfortunately, we face challenges in our domestic transportation sector. We only have one airline and the prices are prohibitive, making it more expensive to travel within Mozambique than to Europe. This complicates domestic tourism. However, as I mentioned, we have everything needed to succeed; we just need to work towards it.
Cotur is widely recognized as the largest travel agency in Mozambique. What has been the company’s trajectory to reach this prominent position in the market?
Cotur will celebrate its 30th anniversary in 2024. Founded in 1994, the company initially came from a background in commerce — trading, importing and exporting. For the first five years, from 1994 to 1999, we focused on learning and integrating into the tourism industry. In 1999, we won our first award as the largest agency in the country.
Since 1999, for 25 years, we have consistently been the largest agency each year and have won numerous awards. These accolades are not limited to one airline but encompass all airlines, hotels and other sectors. We have received recognition in various surveys of Mozambican companies, not just in tourism.
To maintain our position as the largest and best in tourism, we operate around the clock. We have teams working in shifts to avoid overworking our staff in Mozambique. We opened an office in Brazil to handle communications due to the time zone difference. When Mozambique closes, emails and messages are transferred to Brazil, where they are addressed during the day there. Then, when the Brazilian office closes, support is transferred back to Mozambique. Additionally, we have an office in Portugal to better reach Europe. This way, we are present on three continents: South America, Europe and Africa.With such trips, customers receive comprehensive support, knowing that any issue can be addressed by a single contact available 24/7. This ensures both security and peace of mind, guaranteeing that the trip will go smoothly.
We are the largest because we work hard and are deeply dedicated. We are more than just a travel agency or ticket seller; we are a travel management company and a corporate agency that handles everything from A to Z. We have our own website where you can purchase all our services — all companies, hotels and detailed services such as transfers, tours, tickets to the cinema, theater and more. We invest heavily in our operations, with nearly 100 employees. Our goal is to elevate the reputation of Mozambique, making it known beyond its borders and attracting tourists to the country. If you search for ‘Cotur’ on Google, you’ll find extensive information and visibility about us, all positive, about what we offer and do. Building a strong reputation takes time, but it can be damaged quickly. We value our good name highly and understand its importance. For me, the company’s reputation is crucial; while fame is significant, honesty is even more important.
Gaining people’s trust is essential. By being honest, we not only build a strong reputation and maintain our good name but also earn the trust of our clients. Sometimes, it’s necessary to make concessions to keep customers satisfied. A satisfied customer is likely to return and bring others with them. This is a key focus for us, and we pay great attention to it.
Some of Cotur’s excellent services include corporate and luxury travel. How does Cotur develop this service, and what are the prospects for this market?
Maputo offers excellent gastronomy, seafood and a pleasant climate. The people are friendly and welcoming. I wouldn’t exactly describe the city as completely safe but it does have a reasonable level of security. When people book conference tourism or meetings in Maputo, they can also explore nearby attractions and mix business with pleasure. For instance, Kruger Park is just an hour away by road, making it easy to visit this renowned safari destination.
You can also visit the nearby islands such as Inhaca Island as well as the beautiful peninsulas in the area. Additionally, Ponta de Ouro, a popular tourist destination, is just two hours from the city. On the way, you can also visit the Elephant Reserve National Park.
In many major cities, like New York or London, when you attend a meeting, all you see are tall buildings, bustling streets and busy traffic. The focus tends to be on the urban landscape, skyscrapers, lights and cars. In Maputo, after your work or meetings, you can enjoy the beach, see wildlife, go for a walk, experience good weather and savor excellent food. Additionally, you have the opportunity to explore nearby tour packages. This combination of business and pleasure makes Maputo a very interesting destination. Furthermore, Mozambique is still relatively unknown and uncharted, with many beautiful, unexplored places. This adds to its appeal as a unique and emerging destination, which also adds to the excitement of being among the first to explore it. We’re visiting a place that’s still new and relatively undiscovered.
Recently, Cotur funded 25 scholarships for university students. How does Cotur develop its Corporate Social Responsibility initiatives within the community?
As a 100% Mozambican company, we believe it is our duty to contribute to the country’s development. We are committed to advancing tourism and promoting Mozambique’s name globally to attract tourists and investors. In this spirit, we think it is important to make meaningful contributions in key areas, including through initiatives like funding scholarships.
On the social side, we have provided substantial help and support to the most deprived populations, even in the most remote areas of the country. Our contributions include installing boreholes and wells, constructing health posts and hospitals and providing food products for hospitals, nurseries, kindergartens and nursing homes. Additionally, we have supported underprivileged schools with educational equipment. We believe it is essential to contribute to the country’s development in these ways and not just focus on our own interests.
In this spirit, following my recent conversation with the rector of Valmondano University, the leading university in the area, we recognized the need for additional support and scholarships for students. We decided to contribute in this regard as well. Our aim is to demonstrate that our presence is not solely focused on business and revenue but also on sharing and supporting others. We are committed to helping our country develop in all these ways.
The religious component also influences our efforts. We feel a strong obligation to contribute and we do so with great pleasure. We strive to approach these initiatives in a structured manner and always coordinate with the local government.
Looking to the future, what is your vision for Cotur’s growth and how does the company intend to continue leading the travel sector in Mozambique in the coming years?
This year, we opened a representation in Portugal with a team of over 20 people. We also have a small call center team in Brazil. Our agency in Portugal focuses on the European market, while we continue to invest heavily in our website to enable online bookings without requiring travel. Additionally, we are committed to leveraging technology to enhance our services.
We can handle everything through a simple WhatsApp message or email. Today, WhatsApp is often faster than email, allowing people to write, send voice messages and specify their needs. We can process requests and send confirmations via WhatsApp. With the advancements in banking, customers can make electronic transfers and send us the payment receipt. We then confirm the transaction at the bank and send all the necessary details back to the customer via WhatsApp. This approach is quite dynamic and differs from what others do. We strive to make it as easy as possible for our customers. Whether they’re at home, on the street, in a café, in the shower, or in the car, they can plan their trip, receive their tickets and complete everything in real time.
I believe that’s the direction we’re heading. We are continuing to invest in technological advancements to remain an efficient, professional and very fast intermediary, meeting passengers’ needs effectively.
What final message would you like to share with the millions of USA TODAY readers?
Mozambique, often referred to as the Pearl of the Indian Ocean, is a vast and beautiful country. It boasts warm, inviting beaches, excellent gastronomy and delicious seafood. Additionally, we have nature parks and reserves that offer the opportunity to see a wide variety of wildlife. It’s a destination rich in natural beauty and diverse experiences. If you want to explore an exceptional tourist destination, which is new, different and appealing, Mozambique is the place to visit.