The East African country of Mozambique has launched its latest tourism campaign "Welcome to Mozambique" this week.
Its intention is to improve the environment for tourists visiting Mozambique, by emphasising the value of tourism to the country's residents.
At the launch ceremony, tourism minister Fernando Sumbana, said: "All that we do and what we say or write should work towards the noble objective of defending the good name of Mozambique."
Mozambique, located on the Indian Ocean, is home to some of Africa's most prized and rare wildlife, but has yet to realise its full tourism potential.
Earlier this week, the worlds 1,000th whale shark, a very rare and threatened species, was spotted off the coast of Mozambique.
Mozambique is set to have an overhaul of its transport infrastructure and rural and agricultural development after it was granted €622 million in aid by the EU, which will no doubt add to the destination's appeal.
The country's government is in the process of negotiating the building of international hotels in its national parks, which will provide visitors with even easier access to the country's exceptional wildlife.
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