Frank Cuypers, senior strategist at Destination Think !, is  active as a coach for destination marketing processes all over the world (marketing aimed at promoting the image of a city or region as an attractive travel destination and residential location). After a first trip to Mount Mulanje in Malawi, he became intrigued by the possibilities for sustainable tourism in the region. As a volunteer, Frank now coaches the Mount Mulanje Conservation Trust in developping the tourism potential of the region in a responsible way and based on a clear strategy. A programme at the crossroads of ecology and economy with local stakeholders as key partners.