This study examines the nature of tourism associations in Malawi and assesses their effectiveness in promoting the interests of private tourism operators. A qualitative research approach was used, and 43 semi-structured interviews were carried out with key tourism stakeholders. The study found that the Malawi tourism association plays a critical role in tourism development and private sector growth but also faces a number of challenges that include financial constraints, limited linkages with key stakeholders, inadequate human resources, internal conflicts, and power disparities which pose significant obstacles to the effective operation of tourism association. To increase efficacy during the COVID-19 recovery period, it is recommended that the tourism association should strengthen its relationship and coordination with tourism sub-sector associations, the Malawi Confederation of Chambers of Commerce and Industry, and the Ministry of Trade to increase its lobbying and negotiating power. Additionally, the study suggests that the tourism association should develop more direct business development services and diversify its revenue streams by seeking financial assistance from developmental organizations, negotiating with financial institutions for better borrowing rates, and providing direct services at a fee. The study also recommends intensifying awareness programmes to dispel misconceptions about the association and increase stakeholder engagement.