Media reports of famine in southern Africa are threatening to wipe out the region's tourism industry, plunging the area into further economic woe, according to a leading tour operator to the region.

Chris McIntyre of Sunvil Africa has criticised the famine-relief campaign launched a fortnight ago by the Disasters Emergency Committee, which represents 13 aid agencies, for being 'inaccurate' and 'damaging'.

'I don't want to slam the campaign which is obviously necessary, but the message is too simplistic,' said McIntyre, who has written guide books on Africa and worked for a charity in Zimbabwe.

'Their brief is to raise as much money as possible by generating media headlines, but when people see these images they assume the whole region is like that and they cancel their holiday. They are in danger of losing more money in tourism revenue than they will gain in aid donations.'

The DEC has reacted to pressure from the tourism industry by adding the following statement to its website: 'Although the immediate famine is our current priority, the survival of local industries is also vital for the long-term development of these countries. We therefore do not discourage people from visiting these countries but encourage visitors to think carefully before travelling, and to support local enterprises when they are there.'

Tourism from Britain to Zambia and Malawi has stalled in the last month. The Luangwa Valley in Zambia has escaped the drought but more than 30 safari camps are in danger of going out of business because of lost bookings. Most of the valley's 30,000 people are dependent on tourism.

A newspaper story on famine in Malawi last month persuaded two Sunvil clients to cancel their holiday. 'That trip alone would have been worth US$6,206 to local operators and lodges,' said McIntyre. 'Tourism is a significant generator of foreign exchange in these countries and one of the reasons for the famine is that they don't have enough foreign exchange to buy food when drought hits.'

More than 14 million people in Angola, Zambia, Zimbabwe, Malawi and Mozambique are facing starvation in the continent's worst famine in 10 years. For every person booking one of its trips to Zambia, Malawi or Mozambique before the end of the year, Sunvil Africa has promised to donate £50 to the Southern Africa Crisis Appeal.

More information

Sunvil Africa (020 8232 9777)

Southern Africa Crisis Appeal (0870 6060 900)