tanzania tourism marketing

Tanzania’s Tourism Potential: A Call for Strategic Marketing

TANZANIA SEEKS TO BOOST TOURISM REVENUE, HIGHLIGHTING THE IMPORTANCE OF STRATEGIC MARKETING. PARTNERSHIPS, INFRASTRUCTURE, AND NATIONAL PRIDE ARE CRUCIAL FOR SUCCESS.

While Tanzania’s tourism industry holds promise, projections reveal a modest share of the global market. The government targets $6 billion revenue by 2025, a fraction of the $9.5 trillion global tourism value.

Despite post-Covid challenges, initiatives like The Royal Tour and strategic marketing endeavors are reinvigorating tourism. The question persists: How can Tanzania seize a larger slice of the global tourism market?

Understanding the Global Tourism Market

The World Travel and Tourism Council projects significant growth in the global tourism market, currently valued at $9.5 trillion. The UAE’s multifaceted approach to tourism promotion offers valuable insights.

By integrating entertainment, technology, and infrastructure, the UAE exemplifies effective tourism marketing. Investments in Emirates Airlines enhance the country’s luxury brand image, setting a precedent for Tanzania.

Tanzania must adopt a collaborative approach across industries to bolster its tourism as a global brand. Kenya and South Africa’s strategies demonstrate the impact of partnerships with entertainment and sports figures.

Tanzania’s Tourism Marketing Potential

A comprehensive marketing strategy for Tanzania involves forging partnerships, developing infrastructure, and investing in the airline industry. Cultivating national pride is vital for sustainable brand building.

In conclusion, the country’s tourism ambitions hinge on strategic marketing aligned with global trends. Through partnerships, infrastructure development, and fostering national pride, Tanzania can unlock its full tourism potential.

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Tanzania launches international tourism marketing strategy

International Marketing Strategy for Tanzania reveals strategy to attract two million tourists in the next five years.

TANZANIA – In a milestone history of tourism promotion partnerships, the Tanzania Tourist Board has launched an international tourism marketing strategy that will place this African nation on top among the world’s leading tourist destinations.

The Tanzanian Minister for Tourism, Mr. Khamis Kagasheki , unveiled the International Marketing Strategy for Tanzania compiled in a 28-page, full-color document and said joint efforts are needed from public and private stakeholders to implement such a strategy that will see this country attracting two million tourists in the forthcoming five years. The milestone strategy took 18 months of public and private partnership to compile, involving joint discussions and consultations between both sectors (public and private) in which key stakeholders were involved, the Tanzania Tourist Board’s Managing Director, Dr. Aloyce Nzuki, said.

“It is indeed a milestone in the history of the tourism promotion partnership in Tanzania, since the establishment of [the] Tanzania Tourist Board in 1993 and the Tanzania Confederation of Tourism in 2000,” he said.

“This strategy will, among other things, develop a distinctive and competitive positioning of Tanzania and will make use of more focused and cutting-edge techniques and approaches to international tourism marketing,” Dr. Nzuki said.

He further said the ultimate goal is to enable the tourism sector in Tanzania to contribute effectively towards the attainment of the Millennium Development Goals, specifically poverty eradication. “As we roll out this strategy, we invite all the stakeholders to take ownership and support its implementation” , he added.

Through implementation of this strategy during the forthcoming five years (five year goals), twelve strategic goals will be focused and targeted, all aimed at raising Tanzania’s current position in travel and tourism in the world, from the 90th position to the 75th position. In market share, the strategy is also looking at increasing Tanzania’s tourism market share in the next five years from the current 11 percent to at least 14 percent of the total number of tourist arrivals in Tanzania, South Africa, Kenya, and Botswana which are key competitors, from the four primary source markets of the United Kingdom (UK), Italy, Germany, and the United States.

The other goal during the period in bracket is to increase the market share of Indian Ocean’s Spice Island of Zanzibar from the current 26 percent to at least 30 percent of the total number of tourist arrivals in this island, to compete with the Seychelles and Mauritius from the above-mentioned source markets of Europe and the United States.

Seychelles and Mauritius are the leading tourist destinations in the eastern Indian Ocean, and both have similar products and weather condition almost similar to Zanzibar.

Taking into account that Tanzania stands as one country with two complimentary destinations in the primary and secondary source markets, the target during the years in bracket will be strong marketing of nature, wildlife, beaches, lakes, and mountains as tourist products available in the mainland, while Zanzibar’s products are pristine beaches, turquoise seas, and history for medium- to high-value tourism.

The other goal is to develop a distinctive and competitive positioning for this country (Tanzania) as a tourist destination and use of this positioning, consistently and consecutively in all communications.

Tourism Minister Khamis Kagasheki said amid the current economic uncertainty, tourism is one of the few economic sectors in the world growing strongly, driving economic progress in developing and developed nations alike, and most importantly, creating the much needed jobs. He said travel and tourism industry is increasingly becoming more important in the economy of Tanzania, adding, “You will agree with me that Tanzania is a magical place for many reasons, from its natural resources, diverse cultures, to the warmth of its people. The range of tourism attractions found in our country today by far exceeds anyone’s expectations.”

The minister said that, the increasing competition in tourism markets requires private and public sectors to join efforts to enhance competitiveness in the market place.

The opening of new destinations in Europe and Asia, and the technology advancement which gives tourists opportunity of a wider choice of destinations, has increased the level of competition in the sector.

“Partnership between the private and public sectors seems to be the remedy to this scenario, and we must continually ask what more we can do together to compete with the best in the world,” the Minister said.

“Our destination is beginning to be well positioned and our collaborative efforts are now beginning to pay off. Over the last ten years, Tanzania registered a growth of 65 percent of international tourist arrivals. In 2011, Tanzania received 867,994 tourists who earned this country US$1.35 billion,” Kagasheki added.

Leveraging on this new marketing strategy and other national initiatives, it is estimated that, the number of tourist arrivals in this country will reach two million by the close of 2017, increasing the revenue from the current US$1.35 billion to about US$2 billion, assuming the existing economic parameters prevail, or even better, improve.

“This joint effort should help us to effectively and appropriately manage the complexity of today’s tourism development and marketing challenges. Our joint efforts should also help us to increasingly find innovative ways to penetrate the markets and attract more tourists to visit Tanzania,” Kagasheki remarked.

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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360° marketing to brand Tanzania globally for tourism takeover

What you need to know:

While Tanzania stands out as a prominent tourist destination in Africa, the government’s expectation of generating $6 billion through the sector by 2025 indicates a targeted share of less than 0.7 percent of the global value of 9.5 trillion.

Gilbert Mossama

It has been two years into the after-effects of Covid 19, the rapid downtrend on incoming tourists, the rise of The Royal Tour, and other demonstrable marketing efforts that have sparked the industry back to its vitality. The way foward is a trillion dollar question, how large is our share of the global tourism market, and what marketing strategies will pull us up the cap table?

Well, the World Travel and Tourism Council (WTTC) states the global tourism market is a pie the size of $9.5 trillion as of 2024, having swelled from $7.6 trillion in 2014, and with projections of exciting growth as more destinations garner increased popularity worldwide.

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Read : Key sources driving rise of Tanzania's tourism

One of the tourist destinations over the recent decade that have demonstrated steroidal efforts in their marketing is the United Arab Emirates (UAE). A prime illustration being the inclusion of Abu Dhabi in the Hollywood blockbuster Fast and Furious 7. The film features captivating scenes set on an Abu Dhabi beach, showcasing city landmarks in high-octane action sequences. This collaboration underscores the government’s commitment to promoting its locations, as evidenced the film’s closing credits where there’s mention of the Abu Dhabi Film Commission supported by the government-affiliated ADNEC Group.

The UAE serves as a contemporary model of economic integration, leveraging industries like entertainment, technology, travel, retail, and infrastructure to promote its tourism sector comprehensively.

Reinvestments in Emirates Airlines have also positioned UAE as a global leader, enhancing its luxury brand image.

This example serves to highlight the need for Tanzania to adopt a synergised marketing approach cross-cutting all relevant sectors the activities of which can position or amplify Tanzania as a global brand.

Read : After the rebound in Tourism – what next? 

Kenya has achieved this through its sports sector, where figures like Eliud Kipchoge have gained global recognition, with a golden statue of the runner recently erected at the Nike World Headquarters in Oregon, USA. This is a move that will provide sustained awareness for the legacy of Eliud and Kenya.

In a similar vein, according to IOL news, on September 2023 the Tourism Business Council of South Africa leveraged its Public Private Partnerships (PPPs) and began talks with the nation’s leading comedian, Trevor Noah, offering him millions of dollars to be a part of their marketing strategy to tourism. Noah’s international fame and storytelling abilities valuable assets to promote South Africa’s tourism sector to a global audience.

This is significantly low considering that in 2019 alone South Africa recorded $22 billion from its tourism sector. Unfortunately, our efforts to realise Tanzania’s potential likeability on the global stage are in pro rate to our low expectation.

A 360-degree marketing approach involves more than just utilising various digital and traditional marketing and public relations methods to promote a brand or service. It encompasses seizing every existing potential to market a brand.

Given that Tanzania is the focal brand here, strategic opportunities can be harnessed in:

1. Partnering with the entertainment industry locally and abroad.

2. Investing in retail infrastructure to enhance tourist experience locally.

3. Increased investment in airline carriers, focusing not only on expanding the number of airlines but also on creating a unique selling proposition for our flights.

4. Elevating sportsmanship to cultivate future Tanzanian gold medallists and draw attention.

5. Establishing a distinctive area of strength that sets Tanzania apart and earns it a brand recognition in its associated domain.

Notwithstanding all of this, a behavioural transformation fostering national pride and patriotism will be the sustainable driving force in establishing a strong Tanzania brand on the international stage. The greatness of a national brand is determined by how its citizens portray it. This philosophy is at the core of a comprehensive 360° marketing strategy that is equipped by public-private partnerships (PPPs) and driven by the people.

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The future of Tourism in Tanzania

Let’s reimagine the future of tourism in tanzania.

Tanzania’s tourism sector is seeing a rebound after the Covid-19 pandemic—and the aspirations for its continued growth are high: by 2025, the country hopes to reach $6 billion in tourism revenue, which assumes the influx of five million tourists annually. To achieve such lofty goals will require some important upgrades and improvements to tourism infrastructure and services. I outline a few of them in this article.

Before the pandemic, tourism was the largest foreign exchange earner, the second largest contributor to the gross domestic product (GDP) and the third largest contributor to employment. After taking a severe hit during Covid, tourists are starting to return to Tanzania, with 742,133 visitors between January and July 2022, a 62.7% increase over the previous year (Exhibit 1).

Exhibit 1: Tourism is returning after the Covid-19 pandemic

But whilst we are doing well, many bottlenecks persist. These include limited access to cheap financing, inadequate tourism infrastructure, a multiplicity of levies, insufficient diversity in products offerings, and lack of sufficient hotel and airport facilities.  So how can we measure how we are doing?

Well, the World Economic Forum (“WEF”) in its Travel & Tourism Development Index 2021 (published in May 2022, and themed “Rebuilding for a Sustainable and Resilient Future”) is one barometer of where we stand.  It ranks Tanzania as 5 th of the sub-Saharan African (SSA) countries (and 81 st globally out of 117 countries, up from 86 th in 2019). 1 st to 4 th places within SSA are taken by Mauritius (62 nd ), South Africa (68 th ), Botswana (76 th ) and Kenya (78 th ), with 6 th to 10 th places taken by Cape Verde (82 nd ), Namibia (88 th ), Rwanda (89 th ), Zambia (98 th ) and Ghana (101 st ).

According to the WEF report Tanzania and South Africa are very clear leaders within SSA in terms of ranking of natural resources.  One aspect to consider further as a significant opportunity is the “non-leisure resources” pillar, which measures the extent and attractiveness of factors that drive business and other non-leisure travel; although Tanzania’s ranking is broadly in line with the SSA average, it does lag Kenya and South Africa by quite a bit.  More generally, the WEF report does highlight that East Africa as a region does not rank as highly as Southern Africa in terms of price competitiveness.  

Exhibit 2: Tanzania can do more to boost its tourism competitiveness

Tourists coming to Tanzania frequently speak of seeing “the Big Five”.  Stakeholders in the tourism sector would also say that they have their “Big Five” namely the “Five A’s”:  Attractions, Access, Accommodation, Amenities, and Affordability!  From my perspective, and aligned with this, I would highlight some priority areas that need to be addressed by the government and other stakeholders in the tourism sector.

Reduce multiplicity in levies and taxes . There is a need for a fresh look at tourism taxes and levies so as to reduce multiplicity and create competitiveness across the region – indeed, this point was highlighted as an urgent priority in a report recently presented at the 13 th meeting of the Tanzania National Business Council. Currently, Tanzania is deemed an expensive destination compared to other destinations such as South Africa and Kenya. Notwithstanding the positive efforts which led to reduction of some of the levies such as the Tourism Agency License (TALA) fee, there is still scope for rationalization of fees that are charged by multiple government agencies. Further, stakeholders’ engagement prior to fee changes will smoothen the operations of the tourism firms and attract more investments in the sector.

Affordable financing .  Tourism firms across the sector, as well as those in downstream value chains, need access to affordable finance particularly in this post Covid-19 era, when the risk appetite for financial institutions in the tourism market is very low. Support from International Development Agencies (IDAs) on the tourism sector should be sought for development projects that have a direct economic impact on the sector and the country as whole.

Improved infrastructure . Tanzania ranks higher than Kenya with respect to safety and security, but lower than Kenya when it comes to tourist service infrastructure. For instance, the drive from Dar es Salaam to Selous Game Reserve, the largest game reserve in Africa is bumpy and long, taking an average of 7 to 8 hours. Flying is a better one option and the fastest way to get to Selous. However, it is the most expensive and hence suits more high-end tourists. Again, IDA support to improve tourist service infrastructure could give a welcome boost.

Upgraded hotels and airport facilities . More effort is required to attract private sector investment in hotels and ensure diversity in service offerings. The current hotel capacity in both Mainland and Zanzibar cannot cater for the expected influx of 5 million tourists by 2025. Improvement in efficiencies and flight handling capacity at the airports is another area which requires fixing. Automation of immigration procedures in Zanzibar and Kilimanjaro Airports will help fast track the process. Instead of having a paperwork checking system, barcodes should be set to scan all the documents. This will help to reduce unnecessary queues at the airports during high season.

Diversified tourism products . Other than wildlife and beaches, the Ministry for Tourism should spearhead the innovation of new tourist attractions. The recent decision to market Ngorongoro-Lengai geo park and the introduction of “Mice” (meetings, incentives, conferences, and exhibitions) are commendable efforts as these will boost tourism income, since Tanzania is an already established adventure destination.

Introduction of direct flights and collaborations with aviation industry . The signing of a memorandum of understanding between the Tanzanian Government and Dallas in April 2022 was one of the great achievements of the Royal Tour of the United States by her Excellency Samia Suluhu Hassan, as this will attract more American visitors to Tanzania's tourist destinations. More direct flights need to be added to key markets while maintaining a closer collaboration between the aviation and tourism industries for sustainable growth of the sector. This will ease flight interconnectivity to tourists who prefer to do inter-connected travels. 

Raising public awareness . More education is needed for the public and journalists to help promote the tourism sector. Although we are in the era of freedom of speech, care should be taken not to exaggerate unproven facts that are detrimental to the sector’s growth.

In conclusion, the target of $6 billion by 2025 is achievable—but it will require deliberate efforts to make it a reality. The President’s Royal Tour is expected to bring a significant boost to the numbers in 2022 and beyond. The tourism sector needs to be given the utmost priority due to its huge potential in transforming the country’s economy as the sector contributes significantly to foreign exchange and employment.

By Zainab Salome Msimbe is a Partner with PwC Tanzania

Pauline Koola

Manager, PwC Tanzania

Tel: +255 (0) 22 219 2000

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Tanzania Economic Update: How to Transform Tourism into a More Sustainable, Resilient and Inclusive Sector

Stone Town, Zanzibar

Photo credit: Christian Morgan/World Bank.

STORY HIGHLIGHTS

• The latest Tanzania Economic Update highlights the huge untapped potential of the tourism sector to drive the country’s development agenda
• The new analysis discusses long-standing issues facing tourism in Tanzania as well as new challenges brought on by the COVID-19 pandemic
• The report says that the pandemic offers an opportunity for policy actions for the sector to recover in the near term and become a sustainable engine of private-sector-driven growth, social and economic inclusion, and climate adaptation and mitigation over the long term

DAR ES SALAAM, July 29, 2021— Tourism offers Tanzania the long-term potential to create good jobs, generate foreign exchange earnings, provide revenue to support the preservation and maintenance of natural and cultural heritage, and expand the tax base to finance development expenditures and poverty-reduction efforts.

The latest World Bank Tanzania Economic Update, Transforming Tourism: Toward a Sustainable, Resilient, and Inclusive Sector highlights tourism as central to the country’s economy, livelihoods and poverty reduction, particularly for women, who make up 72% of all workers in the tourism sector.

“Without tourism, the situation would be bad,” said Rehema Gabriel, a hotel attendant in Dar es Salaam. “I have been working in the tourism industry for eight years now, so I do not know what it would be like without it.”

The economic system around tourism had grown in value over the years and in 2019 was the largest foreign exchange earner, the second largest contributor to the gross domestic product (GDP) and the third largest contributor to employment, the report says. On the semiautonomous Zanzibar archipelago, the sector has also experienced rapid growth, accounting for almost 30% of the island’s GDP and for an estimated 15,000 direct and 50,000 indirect jobs. However, the report notes, only a small fraction of Tanzania’s natural and cultural endowments has been put to economic use through tourism development.

“Tourism offers countries like Tanzania, with abundant natural and cultural endowments, access to many foreign markets,” said Shaun Mann, World Bank Senior Private Sector Development Specialist and co-author of the Tanzania Economic Update. “But the absence of tourism revenues, as we have seen during this pandemic, compromises the integrity and viability of not only endowments, but also the economic, environmental and social ecosystems built up around those endowments.”

Amid the ongoing COVID-19 (coronavirus) pandemic, the World Bank estimates that Tanzania’s GDP growth decelerated to 2.0% in 2020. Business slowed across a wide range of sectors and firms, especially export-oriented sectors such as tourism and manufacturing. The report highlights the impact of the crisis on tourism specifically, which has had consequences beyond just the industry, given the many other sectors that support, and are supported by, tourism. The 72% drop in the sector’s revenues in 2020 (from 2019 levels) closed businesses and caused layoffs.

Zanzibar’s economy was even more severely impacted with GDP growth slowing to an estimated 1.3%, driven by a collapse of the tourism industry. As the hospitality industry shut down between March and September 2020, occupancy rates dropped to close to zero. While the Zanzibar tourism sector started slowly rebounding in the last quarter of 2020, with tourist inflows in December 2020 reaching almost 80% of those in 2019, receipts from tourism fell by 38% for the year.

As the tourism sector transitions gradually into recovery mode with the rest of the world, the report urges authorities to look toward its future resilience by addressing long running challenges that could help position Tanzania on a higher and more inclusive growth trajectory. Areas of focus include destination planning and management, product and market diversification, more inclusive local value chains, an improved business and investment climate and new business models for investment that are built on partnership and shared value creation.

Tanzania is a globally recognized destination for nature-based tourism, a competitive market segment in eastern and southern Africa. Beyond attracting tourists, the country’s landscapes and seascapes produce a wide range of ecosystem services, including carbon sequestration and biodiversity co-benefits that are not efficiently priced and often generate little or no financial return. The global climate crisis has created significant demand for investment in these forms of natural capital, and Tanzania is well positioned to take advantage of nature-positive investment opportunities. The additional revenue derived from global climate programs could be an opportunity to ease the government’s fiscal constraints while also supporting the livelihoods of local communities.

“While restoring the trade and financial flows associated with tourism is an urgent priority, the disruption of the sector has created an opportunity to realign tourism development with economic, social, and environmental resilience,” said Marina Bakanova, World Bank Senior Economist, and co-author of the report. “The pandemic has created an opportunity to implement long-discussed structural reforms in the sector and use tourism as a leading example of improvement of the overall business climate for private investment.”

The authors suggest five priorities for a sustainable and inclusive recovery that lay the foundation for the long-term transformation of the tourism sector:

• Creating an efficient, reliable, and transparent business environment to reduce red tape and multiple distortions and inefficiencies, hindering decisions on private investments, domestic and foreign
• Establishing an information-management system that consolidates data from tourists and firms, enabling policymakers to improve sectoral planning and identify viable investment opportunities
• Ensuring that firms across the sector, as well as those in downstream value chains, have access to affordable transitional finance
• Consistently promoting, monitoring, and reporting on adherence to health and safety protocols.
• Developing co-investment and partnership arrangements to support nature-based landscape and seascape management
• Press Release: Tanzania has an Opportunity to Ignite Inclusive Economic Growth by Transforming its Tourism Sector
• Report: 16th Tanzania Economic Update: ‘Transforming Tourism: Toward a Sustainable, Resilient, and Inclusive Sector’
• Video: Launch event: 16th Tanzania Economic Update
• The World Bank in Tanzania
• The World Bank in Eastern and Southern Africa
• The World Bank in Africa

Tanzania Horticultural Sector Receives $2.1 Million Boost to Upscale Production and Increase Exports

Tanzania-Turkey Forge $1 Billion Trade Pledge in President Samia Suluhu’s State Visit

Dar es Salaam Stock Exchange Report Week 16 of 2024: NICO Stock Price Continues to Rise Amid Decrease in Turnover

Dar es salaam stock exchange report week 15 of 2024: nico stock shows continued growth.

In 2023, tourist arrivals to Tanzania increased by 24.3% to a record-breaking 1,808,205, from 1,454,920 tourists in 2022, 922,692 in 2021, and 616,491 in 2020.

Tanzania’s tourism receipts reached a record-high USD 3,368.7 million in 2023, compared to USD 2,527.8 million in 2022 (USD 1,310.3 million in 2021). This increase is consistent with the rise in the number of tourist arrivals.

In 2020, revenues were down to USD 1 billion as it was severely affected by the Covid-19 pandemic and its impact on international travel, from a peak of USD 2.6 billion in revenues and 1.5 million arrivals in 2019.

The sector’s contribution to GDP fell from 10.6% in 2019 to 5.3% in 2020 and climbed to 5.7% in 2021. 

However, given the ongoing fast recovery of the sector, the Tanzania National Business Council (TNBC) forecast that the share of tourism in the country’s GDP will reach 19.5% in 2025/26.

Europe traditionally accounts for the largest share of arrivals, followed by Asia and the Pacific, the Americas, Africa, and the Middle East.

Tanzania´s hotel occupancy rate was estimated at 53.8% in December 2019 compared to 44.9% in December 2018.

The increase in tourist arrivals in 2023 was attributed to the rebound of travel activity post-COVID. Additionally, it was driven by the continued efforts of the Tanzanian government to promote tourism attractions within and outside the country.

“The Royal Tour” Documentary

In April 2022 Tanzania’s President Samia Suluhu Hassan unveiled the “The Royal Tour” documentary while promoting FDIs during her official visit to the US.

Filmed throughout Tanzania in 2021, it features Emmy Award-winning journalist Peter Greenberg traveling to Tanzania with President Hassan.

She’s the ultimate guide for a week, exhibiting Tanzania’s history, culture, environment, food, and music, as well as telling the stories of Tanzania’s hidden jewels.

Source Markets

In 2022, the United States of America recorded the highest number of arrivals from the rest of the world at 100,600 followed by France (100,371), Germany (67,718), the United Kingdom (60,116) and Poland (46,431).

Meanwhile, arrivals from Africa were from Kenya (166,324) Burundi (100,851), Zambia (46,787), Malawi (44,438) and Rwanda (44,288).

Tourist arrivals from the top 10 countries out of 214 account for 53.2% of all arrivals.

Tanzania Tourism Offer

Tanzania’s incredibly rich natural tourism offer earned it the title of “Africa’s Leading Destination” in 2021.

The natural attractions fall into two main categories: wildlife and beach.

Tanzania Wildlife & Beaches

Tanzania’s wildlife resources are considered among the finest in the world. Tanzania is the only country, which has allocated more than 25% of its total area to wildlife national parks and protected areas.

There are 16 National Parks in Tanzania, 28 Game Reserves, 44 Game controlled areas, 1 conservation area, and 2 Marine Parks.

Tanzania boasts many of Africa’s most renewed destinations; in the north the Serengeti plains, the Ngorongoro Crater, Lake Manyara, and Mount Kilimanjaro, and in the south Mikumi and Ruaha National Parks and the Selous Game Reserve.

According to a survey conducted by SafariBookings.com, Tanzania’s Serengeti National Park was voted Africa’s best safari destination for 2020, followed by Mana Pools (Zimbabwe), Mala Mala (South Africa), Okavango Delta (Botswana), and Lower Zambezi (Zambia).

Mount Kilimanjaro was declared Africa’s leading tourist attraction in 2016 during the World Travel Awards Africa and the Indian Ocean Gala Ceremony in Zanzibar.

Other additional natural attractions include the white sandy beaches of the Zanzibar archipelago, those north and south of Dar es Salaam, and excellent deep-sea fishing at the Mafia and Pemba Islands.

Tanzania Hunting

Tanzania is prized for its superb trophy hunting (sport hunting or safari hunting).

Hunting in Tanzania is presently permitted and regulated by the Wildlife Conservation Act of 2009, and its subsidiary regulations.

The hunting industry has grown considerably in the last two decades and Tanzania is among the leading hunting destinations in the world.

Hunting and Forestry jointly contribute 2 to 3 % of the GDP of Tanzania. Given there is such commitment to the conservation and protection of wildlife, it may be surprising to note that, unlike neighboring Kenya, hunting still occurs in Tanzania.

However, there is no contradiction, as hunting in Tanzania is part of the wildlife conservation process, as it is done in a much-planned manner. Counts of wildlife are taken regularly and hunting licenses are issued accordingly.

Investments in the Tanzanian Tourism Sector

The Tanzanian Government is engaged in developing and promoting sustainable growth in the travel and tourism sector in Tanzania, to preserve its natural and cultural resources.

The Government, therefore, is focused on attracting high-income tourists who are less likely to spoil the culture and the natural environment.

Last Update: 23rd February 2024

Sources: Bank of Tanzania (BoT), Statista, Tanzania Immigration Department, Tanzania National Bureau of Statistics (NBS), World Bank (WB).

Tanzania Tourist Arrivals Reached Record-Breaking 1.8 Million in 2023

Tanzania Economic Review November 2023: Tourist Arrivals Up by +27%

Tanzania Economic Review October 2023: Export of Traditional Goods Almost Doubled Driven by Coffee and Tobacco

Tanzania Parks Signs Carbon Credit Deal

Tanzania Economic Review, September 2023: Tourism and Transport Receipts Up by 30.5%

Tanzania Economic Review, August 2023: Strong Growth in Coal Exports and Resilient Tourism Sector

Serengeti Voted Africa’s Leading National Park For The 5th Time

Tanzania Coal Exports Triple, Diamond Sales Up By 60%, and Tourism Hits Record High in YE July 2023

Tanzania tourism arrivals surpass 1.6 million in year ending may 2023, reaching historic heights.

Marriott to Open 5-Star Lodge in the Serengeti Park

Privacy overview.

Tanzania Tour Operators’ New Marketing to Attract Tourist Dollars

The Tanzania Association of Tour Operators (TATO) observed World Tourism Day by calling on players in the entire tourism value chain to be proactive in its painstaking efforts to see that nobody is left behind as the industry begins to rebound.

• TATO has been working around the clock to devise urgent measures to help revive tourism subdued by the coronavirus crisis.
• The Association has brought key global travel agents into Tanzania to explore and experience the country’s beauty.
• Its latest initiatives are to promote the nation as a safe destination amidst the COVID-19 pandemic.

“As the world begins to open up again, and the tourism prospects look bright, I wish to urge all stakeholders to position themselves to tap into the industry,” said TATO CEO, Mr. Sirili Akko, in a Tanzania’s Private Star Television’s morning talk show as part of the world’s tourism day fête.

Echoing the theme for 2021, Tourism for Inclusive Growth, Mr. Akko said TATO has been working around the clock to devise urgent measures to help revive tourism subdued by the coronavirus crisis in order to benefit all.

“We, as private sector drivers in close collaboration with UNDP and the government, have decided to develop tourism recovery measures. These include restoring traveler confidence by vaccinating all of our frontline workers, rolling out the COVID sample collection centers right on the national parks, deploying the state-of-the-art ambulances, and rethinking the marketing strategies in the height of   the COVID-19 crisis ,” he explained.

Indeed, TATO has brought key global travel agents into Tanzania to explore and experience the country’s beauty in its latest initiatives to promote the nation as a safe destination amidst the COVID-19 pandemic, which has hit key tourism source markets.

For TATO, an idea that makes more marketing and economic sense is to bring the travel agents to get a glimpse of the country’s bestowed natural attractions than for the tour operators to follow them overseas with still and moving pictures.

The maiden group of US travel agents, who are winding up their journey exploring the country, has been in Arusha, the designated safari capital city; Lake Manyara national park; Ngorongoro crater, dubbed the Africa’s Eden Garden; Serengeti national park to see the world’s remaining wildebeest migration; and at Mount Kilimanjaro, touted as the roof of Africa.

This comes at a time when the tourism industry faces unique challenges, compelling the tour operators to attempt to diversify their marketing strategy to attract more visitors and boost tourism numbers to survive the onslaught of cutthroat competition from other destinations with similar attractions in the advent of the COVID-19 pandemic.

Tourism industry analysts say that the endeavor suggests a historic shift in marketing strategy, as traditionally the tour operators’ approach has been skewed towards traveling abroad to promote the country’s endowed tourist attractions to a greater degree.

The pandemic has threatened the entire tourism value chain, created a context where the traditional means of communication and collaboration may be shifting more towards the digital than the physical ways and means, and has highlighted potential shortcomings in terms of business.

Furthermore,   Tanzania tourism   needs to navigate the opportunities and obstacles presented by a variety of social, environmental, and political considerations.

TATO, a member-driven trade association that promotes better tourism, is also playing a role of connecting businesses and individuals within the trade to facilitate knowledge sharing, best practice, trading, and networking across the industry.

George Tarimo, a chairman for small-scale hand craftsmen at Maasai Market in Arusha, said the COVID-19 pandemic has offered a lesson on the need to have sustainable Tanzania tourism value chain integration.

“As the tourism industry starts recovering again, we are just asking travel companies to embrace the Maasai market for carvings into your itineraries to get a cut of the growing market,” Mr. Tarimo noted, adding that the handcraft has been providing economic opportunities to thousands of people in the country.

According to the UN Education Science and Cultural Organization (UNESCO), handcraft is the second employer after agriculture in developing countries, mostly employing illiterate, semi-literate, and women.

The value of handcraft is estimated to stand at $34 billion a year globally and in Tanzania a tourist on average used to spend between $20 and $80 on handcraft, making it a jewel crucial to reduce poverty levels particularly among women and the youth.

Eliakim Laizer, a Board member for the Tanzania Cultural Tourism Organizers (TACTO), extolled TATO working in partnership with UNDP for its painstaking efforts to revive the key industry to spur other businesses, recover thousands of lost jobs, and generate revenue for the economy.

He pleaded with tour operators to help promote cultural sites for tourism to be inclusive.

“Cultural tourism is much broader than historical sites and curio shops. In this case, visitors have to be exposed to the typical lifestyles of the local communities; their traditional food, clothing, houses, dances; and so on and so forth,” Mr. Laizer noted.

Transferring dollars from international tourists to poor people living around tourist destinations has been a major challenge in Tanzania.

For instance, lots of dollars are generated from Tanzania`s world-famous northern tourist circuit, but very little trickles into the pockets of ordinary people who live in its vicinity.

According to the SNV study dubbed, “Tracing the Tourist Dollar in Northern Tanzania,” while the northern safari circuit attracts 700,000 tourists with combined revenues of nearly $950 million, only 18%, equivalent to $171 million, goes to the communities around, through the multiplier effects.

However, analysts say cultural tourism undertaking is the best model to transfer tourist dollars to the poor people than anything else in the tourism industry.

Foreign exchange earnings from tourism in Tanzania has dropped to a 10-year low during the year ending October 2020 thanks to travel restrictions imposed by several countries across the world in response to the COVID-19 pandemic.

Bank of Tanzania (BOT) figures show that Tanzania earnings from tourism in the period under review plunged by over 50 percent to $1.2 billion compared to $2.5 billion earned in the similar period in 2019.

The amount was last recorded in October 2020 when the country earned $1.23 billion from the tourism industry.

Wildlife tourism in Tanzania continues to grow, with nearly 1.5 million tourists visiting the country annually, earning the country $2.5 billion, the equivalent of nearly 17.6 percent of the GDP, cementing its position as the country’s leading foreign currency earner.

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• Library Catalogue

A current awareness resource for students & faculty members in Business & Economics

Marketing Tanzanian tourism

I've compiled a brief list of relevant sources to support that class... and I thought I'd share it here in case others are interested in such topics.

About Africa

African Development Bank "The overarching objective of the African Development Bank (AfDB) Group is to spur sustainable economic development and social progress in its regional member countries (RMCs), thus contributing to poverty reduction." Start with their Statistics , Publications , and Countries pages (e.g., Tanzania ), but be sure to explore further as this site is a gold mine for researchers. The AfDB also produces the Africa Tourism Monitor .

Sustainable Development Goals Center for Africa Start with their Reports and Publications to learn about initiatives across the continent.

World Bank - Africa Reports and data at a continental and country level.

Open Data for Africa Start with the Tanzania At A Glance page  for key infographics, but also visit their Data Portal, esp. the section listing datasets on Tanzania .

About Tanzania

Government of the United Republic of Tanzania

• Tanzania National Bureau of Statistics As with our beloved Statistics Canada here at home, the NBS is Tanzania's official source for demographic, social, economic, and industrial statistics. Start with their page on Hotels & Tourism Statistics , but also explore the rest of the site for regional profiles , gender stats , and much more.  
• Ministry of Natural Resources and Tourism Start with their Tourism Division , especially the News, Resources, and Docs listed on the right side of the page, but also explore this broad search for tourism resources throughout the site. As with all sources on this list, try to look beyond sources that are explicitly about tourism: the sector does not exist in isolation, so you will need a general understanding of the economy, culture, etc. For instance, the 2016-2021, 5-year development plan will give you a good sense of the country's condition and goals.  
• Tanzania Tourist Board This is the main/official tourism site for the country, but it appears to be aimed more at tourists than businesses. Start with their publications and browse their WMA Investment Opportunities . 

Country Commercial Guide - Tanzania Detailed and recent report prepared by the US government. Addresses major topics ranging from market entry strategies to trade barriers.

Tanzania: Current Issues and U.S. Policy US Congressional Research Service report (June 2017) with a detailed overview of the political and economic environment topics of Tanzania. The CRS has also published many other reports on Africa that might be of interest. 

Tanzania - AfDB The landing page for Tanzania at the African Development Bank collects all of the relevant AfDB reports, studies, videos and other resources into a single site. For instance, see their  Tanzania Economic Outlook .  Also check out the  Tanzania page in the AfDB's Project Data portal .

World Bank - Tanzania A wealth of data, research, and project reports. Don't miss their Human Capital  working paper about Tanzania. 

GlobalGiving - Explore Projects in Tanzania Many NGOs are running international development projects in Tanzania and surrounding countries. This site will help you understand what is already happening in the country, as well as highlight potential partners and gaps. 

Tanzania Chamber of Commerce, Industry and Agriculture (TCCIA)  Many of the Chamber's reports seem to be a bit dated, but they do provide a good list of links to other business-focused organizations , any of which could have publications and data relevant to your needs.

UN Sustainable Development Knowledge Platform - Tanzania The main source for official statistics and reports on progress toward the SDGs.

IGC: International Growth Center This organization conducts research on many developing countries, including Tanzania . Remember to think broadly when scanning reports -- something on a different industry/topic may still help you understand trends and issues in your target industry, and reports on nearby countries will likely help you understand the regional context. For example, here's an IGC report on tourism value chains in East Africa .

CountryWatch: Tanzania Country Review Annual report containing "geographical, political, economic, corporate, & environmental information on Tanzania."

Logistics Capacity Assessment (LCA) tool - Tanzania This site, hosted by the World Food Programme , features "baseline information about the logistics capacity of countries" including a detailed assessment of all modes of transportation (e.g., road network) and links to relevant reports and government agencies.

African Business Start with the articles about T anzania , but definitely read more broadly to understand the continental context. 

The Citizen Daily Tanzanian newspaper with many articles about tourism . 

The Daily News Government-run daily newspaper. The search function doesn't appear to work smoothly, so you could try a Google "inurl" search like this one: tourism . 

Factiva SFU Library database with hundreds of publications from Africa. See this screen capture for tips on how to select a subset of Factiva's publications for your search.

World Tourism Organization (UN) The UNWTO offers a tourism data dashboard , huge amounts of information on sustainable development and tourism , and much more.

Articles and chapters via the SFU Library Topics such as Tanzania and tourism and sustainable tourism are very well covered in academic articles and books, most of which are available remotely. See, for example, these articles: 

• Residents' attitudes on the contribution of cultural tourism in Tanzania (2015)
• A review of ecotourism in Tanzania: magnitude, challenges, and prospects for sustainability (2015)
• Socioeconomic Impact of Tourism: The Case of Tanzania (2020)
• We Need Chinese Tourists, but are We Ready? Insights from the Tanzanian Safari Industry (2020) - This one is in the Journal of China Tourism Research ... one to explore more deeply?

Local associations : There are many relevant industry associations within Tanzania, but I encountered quite a few broken links and sparse pages in my initial searches. I'll list a few sites below that seemed more stable than others. Always check for member lists, industry news, and reports.

• Tanzania Tour Guides Association
• Hotels Association of Tanzania
• Tanzania Society of Travel Agents
• Zanzibar Association of Tour Operators

World Travel & Tourism Council The WTTC doesn't have a lot of information on Tanzania specifically, but it does provide reports on topics such as  the tourism perspective on the SDGs , as well as  country/region data and other publications .

Brooking's Institute report on Africa's Tourism Potential

Tourism Development in the East Africa Community Region: Why Is Tourism Development a Shared Agenda Among Only Some EAC Countries? PhD dissertation from 2019 found via PQDT Open . Speaking of dissertations and theses, check out this one , this one , and this one ... 

Recent ebooks on tourism and sustainable development The link above will take you to a pre-run search for ebooks in our collection from the last 5 years on this topic, many of which focus on developing countries. Look for experiences and advice from other countries/regions that you can apply to your situation.

This last group of links is a gift to those who have read this far down in my post...

Oxford Business Group The OBG offers analysis on many aspects of Tanzania , including a detailed 2018 report (see: chapter on  tourism ). Most of their articles and interviews are freely available. Also try this link to a pre-set search in NexisUni covering many OBG publications as well as an "AllAfrica Web Publications" file.

USAID The US Agency for International Development has special programs in place to help countries such as Tanzania , and those programs often generate detailed and useful reports.  For instance, this section on Economic Growth and Trade features many stories that could help you understand the country's context.

The Economist magazine The Economist often provides highly readable news and analysis of countries, including Tanzania . 

Harvard Think Tank Search tool  This simple search tool unearths reports from think tanks around the world. For instance, see this 2015 Brookings Institute report:  Tourism In Tanzania: The Elephant In The Room and this recent CSIS article on Tanzania's COVID-19 response. Start with this rough search .

Statista Start with Statista's Country Outlook for Tanzania, but also search more broadly . Be sure to follow the links to original sources; for instance, this chart on the travel and tourism competitiveness index in sub-Saharan countries leads to this WEF report .

Passport This SFU Library database includes extremely detailed demographic and economic information for every country in the world, often with forecasts. It also has analysis on many consumer markets -- including Tanzania! Here are a few examples of the reports available: 

• Travel in Tanzania (2019)
• Sustainability: Tanzania (2020)
• Business Dynamics: Tanzania (2020)
• Tanzania in 2040: The Future Demographic (2020)
• Retailing in Tanzania (2020)

Questions? You're not alone -- email me!

-- Mark -------------- Mark Bodnar [email protected] Business & Economics Librarian

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Digitalization of the Tanzania's Tourism Industry: A Marketing Perspective

Introduction.

Tourism industry plays a key role in Tanzania’s economy and the wellbeing of its people. In 2019, the industry contribution to GDP was 10.6%, i.e., USD 2.6 billion. Due to COVID-19 pandemic, however, the contribution fell to 5.3% in 2020. Since 2021 the industry has started to recover, recording an increase of contribution from 5.3% to 5.7%. This is attributed by the increase of tourists in the destination, raising the number of tourists from 922,692 in 2021 to 1,454,920 in 2022 post COVID-19 pandemic. This is due to a tremendous efforts the government has put forward to ensure the country’s naturals resources and cultural heritages contribute significantly to the economy of the country. Among the efforts, is the establishment of Safari Channel, an exclusive TV channel for showcasing the destination, improved collaborations with foreign journalists and bloggers and establishment of destination rebranding committee that came up with renewed brand and tagline “ Tanzania Unforgettable ”. Nonetheless, many credits are to The Royal Tour documentary by Her Excellency, Hon. Dr. Samia Suluhu Hassan, the first female President of the United Republic of Tanzania. The documentary has to a great deal created awareness on the tourism industry in Tanzania.

With a population of more than 60 million, Tanzania has low crime rate and a relatively stable political environment. Tanzania is blessed with abundant natural and cultural resources. Tanzania harbors the highest permanently snow-capped freestanding mountain in Africa (i.e. Mountain Kilimanjaro), the largest intact volcanic caldera on Earth (i.e. Ngorongoro Crater) and the massive annual migration of wildebeest and zebra in Serengeti National Park in the mainland. In Zanzibar, Tanzania is blessed with historic buildings, exotic beaches and parks and games, and unique and organic spices. World Economic Forum (2022) ranked Tanzania 1 st in Africa and 12 th globally on the quality of its nature-based tourism resources as well as 32 nd in Africa on its cultural resources. Yet, Tanzania holds 5 th place in Sub-Saharan Africa, behind Mauritius, South Africa, Botswana and Kenya. This clearly shows that something has to be done for the country to claim its position and achieve its target of reaching 5 million tourists by 2025.

Saner and colleagues (2019) propose four intervention pillars (political, economical, social and environmental) that any national tourism development plant should address. Specifically, this chapter contributes to social and economical intervention pillars. Within the framework of the social intervention pillar, the chapter proposes to build capacity of marketing personnel in the tourism industry to align with digital marketing strategies. As for the economic intervention pillar, the chapter proposes interventions to increase collaborations and partnerships among and beyond tourism stakeholders, and availability and access to “engaging tourism content”, and improve business environment. Nevertheless, interventions proposed in this chapter are purely geared to increase ICT readiness in the industry. In particular, the interventions are geared to increase usage of digital platforms in the tourism industry, which according to the World Economic Forum (WEF) are crucial for determining destination’s competitiveness globally.

Digitalization Of The Industry

In the wake of information and digital era, countries have been striving to evolve their convectional economies to digital economies. Like many other countries, Tanzania has also started the journey to digital economy (World Bank 2021). Bukht and Heeks (2017) define digital economy as an economy driven by digital technologies and their innovative business models. In one aspect of the digital economy, governments strive to improve service delivery through digital solutions. In another aspect, governments strive to take advantage of digital solutions to build favorable business environment and encourage business diversifications. Either way, however, it is evident that digital technologies play an important role in realizing the digital economy thus enabling businesses in different sectors to become competitive and economic viable.

Complete Chapter List

• Why We’re Different
• Join Our Team
• Strategic Alliances
• Why Tourism
• Strategic Planning
• Tourism Development
• Workforce Development
• Destination Management
• Destination Marketing
• Solimar DMMS
• Creative Portfolio
• Testimonials
• Tourism for Development Blog
• Case Studies
• Useful links

Southern Tanzania Marketing Plan & Materials – Stakeholder Consultation and Feedback

Informed by field visits, stakeholder interviews, tourist interviews, and more, Solimar International created a detailed and action oriented five-year marketing and promotional strategy on behalf of the World Bank-funded Resilient Natural Resource Management for Tourism and Growth Project (REGROW). This strategy will help ensure that Southern Tanzania becomes a well-known tourism hub and positions itself as a leading destination in Africa among tour operators, travel agents, and tourists.

Improved marketing of the region is one of the quickest and most effective ways to promote rapid transformative growth of the tourism sector in southern Tanzania. We are looking for the input of public/private sector leaders to solidify the final strategy and brand. Thank you for your participation in this validation process.

For more information about each document and the overall goal of the strategy, watch Solimar International and the TTB’s webinar presentation below or click here to access the PowerPoint file:

The feedback period is now closed as the Solimar team works to finalize the deliverables below:

• The Southern Marketing and Promotion Strategy draft :

This detailed document is an extensive overview of the proposed marketing methods to turn Southern Tanzania into a better known tourism destination. It is broken down into seven sections: context, branding strategy, target market, strategies, channels & activities, action plan, and marketing budget. It also contains background regarding all of the other deliverables.

• The Cultural Tourism Marketing Strategy draft :

This document focuses on the cultural tourism experience strategy in five sections: the situation analysis, the opportunity, audience, strategies, and activities. It is not limited to Southern Tanzania, proposing a national brand that encompasses the entire country.

• The Southern Tanzania Visitor Guide draft :

The Southern Tanzania Visitors Guide aims to reinforce the brand and capture more target market attention as they are drawn in by the compelling stories and corresponding images. The pages are diverse, using first-person narratives, visual statistics, traveller correspondence, interviews, third-person place descriptions, and high-quality images as primary tactics.

• Park brochures

In addition to the visitors guide for the entire region, individual park brochures have also been created, highlighting four anchor attractions. Each brochure contains an introduction to the park, a description of the wildlife, practical information about visiting, answers to frequently asked questions, and tips for spotting game. Complementing the text is engaging photos, taken by professional photographers. On the back of each brochure is a map of the national park, building off the current ones used by TANAPA.

• Mikumi brochure

• Ruaha brochure

• Nyerere brochure

• Udzungwa brochure

• Links to the longer videos

https://drive.google.com/drive/folders/1Q_kBeQO5OD7KLjxfpXajcJMoZeer_Jlc?usp=sharing

• Links to the shorter videos

https://drive.google.com/drive/folders/1JZq0DinHDMAg28Er6BTyV-zRIt29oY2C?usp=sharing

If you have any questions about this process, please contact Dr. Josephat Kweka at [email protected] or Elirehema N. Maturo at [email protected] .

Thank you for helping shape the future of Tanzanian tourism!

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Digital marketing.

December 24, 2023

Hamisi Mnaro

Navigating the digital marketing landscape is akin to scaling Mount Kilimanjaro—preparation, strategy, and adaptability lead to successful summits.

As Tanzania’s online presence grows, businesses must craft robust digital campaigns, honing their online acumen just as a craftsman sharpens his tools.

Market Landscape in Tanzania

Tanzania’s digital marketplace is burgeoning, with eCommerce and social media usage on a brisk ascent, fostering a dynamic environment for digital marketers.

In this milieu, emerging trends in mobile connectivity and internet penetration are key metrics showing promising growth, providing fertile ground for sophisticated marketing strategies that prioritize digital channels.

Digital literacy and consumer behavior continue to evolve, mandating adaptability and creative approaches from marketers eyeing the Tanzanian audience.

Digital Penetration Statistics

Tanzania’s digital landscape is rapidly evolving—internet usage has significantly risen in recent years.

Over 23 million Tanzanians are actively using the internet, reflecting a robust digital growth trajectory.

The surge in mobile connectivity has catalyzed digital inclusion across diverse socioeconomic strata, offering new avenues for targeted marketing strategies.

Engagement with social media platforms has been observed to spike, availing data-rich environments for nuanced, dynamic advertising campaigns.

Consumer Online Behaviors

With Tanzania’s internet connectivity on the rise, consumer behaviors shift towards online centricity.

• Researching products online before making purchase decisions
• Engaging with brands via social media
• Comparing prices across multiple e-commerce platforms
• Consuming content through digital streaming services
• Participating in online communities and forums
• Utilizing online reviews and ratings to inform choices

Consumers are increasingly reliant on their smartphones for daily internet activities.

This trend necessitates a mobile-first approach in any digital marketing strategy.

Digital Marketing Strategies

In light of the nuanced consumer online behaviors in Tanzania, digital marketing strategies must be precisely sculpted to harness the interactive landscape provided by rising internet usage and smartphone penetration. Engaging content that resonates with the local audience’s preferences and cultural nuances is pivotal, thus necessitating the deployment of personalized marketing campaigns . Utilizing analytics tools to dissect and understand consumer data enables the crafting of targeted advertisements , maximizing ROI. Moreover, strategic alignment of Search Engine Optimization (SEO) best practices will ensure higher visibility in a hyper-competitive digital space, while leveraging social media influence can amplify brand messages and spur consumer interaction. Collaborative partnerships with local influencers can also be instrumental in achieving authenticity and relatability, key drivers of engagement in this digitizing market.

Content Marketing Tips

Embrace storytelling with authenticity and relevance.

To resonate with Tanzanian audiences, content should be engaging and culturally relevant. Employing narratives that reflect local experiences, values, and stories fosters a connection with the audience. Additionally, staying informed on current events and integrating them into content can position your brand as a dynamic participant in the local discourse. Ultimately, authenticity helps build trust with your target demographic.

Utilize visuals to enhance narrative impact.

High-quality visuals are imperative to storytelling – they capture attention and reinforce messaging. Whether through striking images, compelling infographics, or engaging videos, visuals should be used strategically to complement and amplify your textual content.

Leverize user-generated content as social proof.

User-generated content acts as powerful social proof, showcasing real experiences of customers with your services. Encourage satisfied customers to share their stories, which can then be featured across your digital platforms, enhancing your brand’s credibility and relatability.

Integrate local SEO strategies for increased visibility.

Invest in local SEO to ensure your content reaches your intended audience. This means optimizing your website with location-based keywords, creating content that answers local search queries, and ensuring your website’s local listings are up to date and accurate. Following the updates of the Google Core Algorithm 2023, such tactics are increasingly important to maintain high search rankings and attract a relevant audience.

Social Media Outreach

Harnessing the dynamic realm of social media offers a massive opportunity to broaden the horizon of your brand’s outreach. Through a well-crafted social media strategy, you can forge meaningful connections, boost engagement, and ultimately drive more traffic to your website.

Stay ahead with real-time engagement and prompt responses.

Social media serves as a barometer for your brand’s pulse, providing instant feedback and insights from your audience. Responding timely to comments and messages builds trust and signals a brand that values customer interaction and satisfaction.

Diversify your content to cater to different platforms and audience preferences. A thoughtful approach that integrates stories, short-form videos, and interactive elements can deepen engagement. Each social media channel, be it Instagram, Facebook, or Twitter, must be utilized with its unique best practices in mind to maximize reach and impact.

Develop a consistent posting schedule matched with analytics to optimize your social media presence. Leveraging data-driven insights allows for refining tactics to what resonates best with your audience. As you tailor content, remember the power of storytelling—the art that makes your brand relatable and memorable. Your social media narrative should be as captivating as the destinations you promote, inviting users to become part of your brand’s journey.

Localized Campaign Success Stories

In Tanzania’s burgeoning safari sector, a bespoke campaign targeting swahili-speaking locals exceeded all expectations, resonating deeply with the community’s pride and aspirations.

Leveraging a unique blend of vernacular language content, regional influencers, and localized SEO, the campaign achieved an impressive boost in domestic bookings, showcasing the potency of community-centric strategies.

The initiative’s combination of “utalii wa ndani” (domestic tourism) and “ujumbe wa kipekee” (unique messaging) created a powerful narrative that championed local travel experiences.

Case Studies from Dar es Salaam

Tours and travel in Tanzania’s cosmopolitan heart.

Dar es Salaam-based tour operators have a tale to tell. Strategies that pivot around the city’s cultural diversity and vibrant urban life have markedly improved digital engagement. A focus on interactive content, detailed itineraries, and user-friendly interfaces have been instrumental in capturing the essence of the city’s offerings. Remarkably, these efforts have led to measurable spikes in user time spent on their websites.

The success of personalized travel experiences stands out.

A one-size-fits-all approach is noticeably absent in Dar es Salaam’s success stories. Instead, campaigns that offer customized experiences, storytelling that reflects the city’s rich history, and cultural nuances have resonated with both local and international tourists. This tailored marketing has resulted in an uptick of high-value bookings.

High engagement through locally nuanced content is key.

Diversifying digital content pays off for Dar es Salaam operators. Using multimedia-rich platforms to showcase the city’s unique landscapes and multicultural heritage supports a more dynamic customer interaction. Curating content that reflects localized knowledge and preferences attracts a more dedicated following, crucial for sustaining business growth.

Data-driven decisions propel tour operators to new heights.

Tour operators in Dar es Salaam who leverage data analytics to inform their digital marketing strategies are seeing noteworthy outcomes. Comprehensive data analysis helps in understanding customer behaviors, refining target segmentation, and optimizing conversion funnels. Consequently, these informed methods have been pivotal for operators since the Google core update in 2023, ensuring they remain competitive within a rapidly evolving digital landscape.

Notable Campaigns in Tourism

Tanzania’s “Royal Tour” documentary, spearheaded by President Samia Suluhu, effectively showcased the nation’s diverse wildlife and cultural heritage, augmenting the country’s tourism profile globally.

The “Tembea Tanzania” initiative drove domestic tourism, encouraging Tanzanians to explore their own backyard.

The “Tanzania Unforgettable” marketing drive utilized influencers and bloggers to promote Tanzania’s multifaceted attractions to a global audience.

“Discover Tanzania” campaigns leveraged stunning visuals of Mount Kilimanjaro and the Serengeti to captivate potential travelers, significantly boosting international traffic.

The Tanzania Tourist Board’s collaboration with international airlines facilitated the “Visit Tanzania Year” promotions, resulting in increased flight bookings and spotlighting the country’s tourist destinations.

Furthermore, leveraging digital storytelling through mediums such as YouTube and Instagram has enriched tourists’ engagement, weaving narratives that showcase the country’s allure beyond wildlife safaris.

Emerging Trends and Future Outlook

In the realm of digital marketing in Tanzania, we are witnessing a significant shift towards data-driven strategies and personalization. Emerging technologies, such as artificial intelligence and machine learning, are beginning to redefine the customer journey, offering nuanced insights that empower more targeted marketing efforts. The future will likely see an enhanced integration of virtual and augmented reality experiences, allowing potential visitors to sample the magic of Tanzania virtually, bolstering their desire to experience it in person. Moreover, a stronger emphasis on sustainability and eco-tourism in marketing narratives will align with global environmental concerns, further shaping Tanzania’s image as not just a travel destination, but a steward of natural beauty and cultural heritage. With these evolving trends, tour operators must remain agile, adapting to both technological advancements and changing consumer values to maintain their competitive edge in the global tourism marketplace.

Mobile Marketing Innovations

Mobile marketing stands at the forefront of tapping into Tanzania’s increasingly connected audience.

• Responsive Design: Ensuring websites are mobile-friendly for seamless user experience across devices.
• Location-Based Services: Leveraging GPS technology to provide contextually relevant content and offers.
• SMS Campaigns: Utilizing text messaging for direct and timely communication with customers.
• Mobile Apps: Creating branded applications to engage users with convenient booking and information tools.
• Mobile Payments: Incorporating mobile payment options to streamline the transaction process.

These innovations require strategic implementation for maximum impact.

Adapting to the mobile-centric landscape is not an option—it’s an imperative for success.

Predictions on E-commerce Growth

E-commerce in Tanzania is on a rapid ascendancy, fueled by digital literacy and broadening internet access. Young entrepreneurs and SMEs are particularly agile in harnessing the power of online platforms to expand their reach.

As digital infrastructure strengthens, with increased mobile connectivity and the proliferation of smartphones, consumer behavior is shifting markedly. E-commerce platforms are expected to revolutionize the retail landscape, offering convenience and personalization. This shift holds special promise for tourism-related businesses, which can capitalize on e-commerce to offer enhanced booking experiences and complementary services.

Moreover, partnerships between local e-commerce entities and global online marketplaces may become a further driver of growth. As logistical frameworks evolve and cross-border transactions become streamlined, Tanzanians could experience a richer array of products and services. This new landscape will likely foster greater consumer confidence in online transactions, encouraging further e-commerce adoption.

Looking forward, the trajectory for e-commerce in Tanzania seems both clear and promising. Integrating advanced analytics and AI-driven personalization could further boost consumer engagement, leading to a notable increase in online sales volumes. Continual improvements in payment systems and cybersecurity are also essential, ensuring that the expanding digital marketplace remains robust and fosters an environment of trust among consumers.

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Analysis of Challenges Facing Tanzania Tourism Promotion

This research study on challenges facing tourism promotion in Ruaha National Park and Tanzania in general, was conducted against the background that, the areas has got all it takes to be considered a well-developed tourist destination. It was surprising to see that the majority of Tanzanian and peoples from other countries and all leavers in the area are not aware of tourism. Study had a general objective which is analysing the challenges facing tourism promotion in Tanzania, while there are numbers of specific objectives which are, Comparison of promotion performance level of RNP with other parks outside Tanzania, Assessing challenges facing local and International tourism promotion to RNP and parks within Tanzania. Data was collected by using questionnaires and observations, however; person and group interview donned. Different respondents with different age, tittle, education and work experience filling questionnaires, and interviews whereby steered at that particular time. Iringa (RNP), Arusha and Dar Es Salaam is where the study was conducted. At RNP questionnaires were provide to staffs, Arusha had sited different people due to the assumption that majority has the knowledge of tourism before. In Dar es Salaam questionnaire was provided to diverse societies but some of which were sent it to National College of Tourism (NCT) Both in Tandika and Town (NCT HQ), together with TTB. Findings of the study were considered to be constructive, despite shedding substantial negative viewpoints on aspect of tourism understanding and awareness, provision of tourism infrastructure (hotels, road, airport etc), participation in tourism promotion activities, and availability of enough funds from Government to boost tourism promotion as well as the role of TANAPA in reviewing National Park policies in improving the situations of Promotion activities. The study is concluded by recommending the intensive participation of the MNRT in plans, efforts, and combination of approaches in promotion activities and marketing domestic and international tourism at RNP and other Park within the country.

Related Papers

Yidnekachew Habtamu

This paper is intended to assess Tourism destination potential of the Arsi Mountains National Park. To achieve the objective, the researcher employed both qualitative and quantitative research method. Both primary and secondary data are used to assess the potentials. To collect the primary data interview and questioner were undertaken with selected park employees, community elders and other concerned individuals. In addition, deep and continuous personal observation was conducted to fill the gaps of interview and other sources gathered from various literatures. The analysis of the study revealed that Arsi University Mountains National park has tourism potentials and diversified values; it is inclusive of four different blocks. Namely Chelalo Gaallama, Honqqolo, Dheraa Deelfeeqa and Kaaka. They have not yet been utilized due to the presence of various hindering factors. Lack of tourist facilities, lack of conservation and absence of tourism interest in the local community. Finally, it is recommended that the collaboration of the administrations of the zone with different stakeholders such as local people, private sector is very imperative to exploit the tourism potential of the complex and mitigate the hindering factors.

Nicholas Jeremiah

Journal of Indonesian Tourism and Development Studies

Sony Manggala Putra

Md. Betab Hossen

Indore Management Journal

Laszlo Arva

An overview of the latest development of tourism marketing from the preindustrial to the post industrial times. Tourism marketing is a science and an art at the same time which brings together fantasy and recreation and learning...that is why today McDonaldisation and Disneyization are the trend in tourism marketing.

IAEME PUBLICATION

IAEME Publication

The purpose of this study is to increase the number of tourists that will have an economic impact especially on local governments and local communities. In determining indicators, researchers used qualitative research methods to obtain a picture of the policy analysis carried out in order to increase the number of tourists. Descriptive analysis through qualitative methods is also intended to obtain an overview of the tourism potential and marketing strategies undertaken. With this identification, it can be analyzed the factors that influence travel satisfaction.

Jurnal IPTA

Rety Palupi

Tourism is one of the leading and most dynamic sectors of the world economy, and for its rapid pace, it is recognized as the economic phenomenon of the century. Modern tourism is an increasingly intensive, business-oriented, and commercially organized group of activities, and tourism marketing is becoming ever more important for a destination’s competitiveness. In this context, our research aims to analyze and synthesize the challenges marketing of tourist destinations is facing. The approach taken in this paper is to assess the related literature and focus on the key points for future research on tourism marketing. We argue that destination marketing must lead to the optimization of the effects of tourism and the achievement of national tourism organizations' strategic goals. This paper contributes to marketing professionals and academics, pointing out the uniqueness of tourism marketing.

Sara Dolnicar

This paper creates a Tourism Marketing Knowledge Grid and uses it as a framework for the review. The grid reveals that extant tourism marketing research has primarily focused on how service promises are made and kept, and has mostly generated frameworks to improve managerial decision making or provided insights about associations between constructs. Strategic principles, underpinned by the understanding of cause-effect relationships, are rare. These findings point to exciting opportunities for future research, including increased attention on enabling promises made to tourists and development of strategic and research principles; increased use of experimental, quasi-experimental and longitudinal research designs, as well as unstructured qualitative designs; and an increased focus on the study of actual behavior.

International Conference of the Faculty of Management Koper

Igor Jurinčič , Bojnec Štefan

Arhan Sthapit

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PRESIDENT SAMIA: ELECTRIFY ALL HAMLETS

Align plans with govt, development partners urged, eu lifts ban on tanzania – grown bitter gourd fruit.

Launching of NBP Portal

Training session, training sessions for content, tnbp training : content management, southern circuit to be a buzzword in tanzania.

An ambitious marketing and tourism promotion strategy aimed at taking tourism to the next level in Southern Tanzania, is expected to be unveiled this morning in Njombe Region, it was learnt on Sunday.

Speaking in the margins of the East African Regional Tourism Expo here, an official with Tanzania Tourist Board (TTB) Colleta Nchimbi said the move was aimed at making Southern Tanzania a powerhouse in the tourism sector.

She said the two documents lined up to be launched include the  Tanzania’s Southern Circuit Marketing and Promotion Strategy, which outline a number of steps and activities to be undertaken to publicise the tourism potential in Southern Tanzania.

The second strategy is called Tanzania Cultural Tourism Experiences Marketing Strategy, which is meant to expose the rich cultures of the country including the southern parts.

“The two documents stand to be a roadmap that outlines our strategies aimed at making tourism  more meaningful to Tanzania,” she said.

Ms Nchimbi, who is the focal person of the Resilience Natural Resource Management of Tourism and growth (REGROW) at TTB, said the project is being financed by World Bank Group.

In addition to the strategies to be launched today, TTB through the REGROW Project is expected to build a Southern Circuit Marketing Destination Centre at Kihesa Kilolo in Iringa, which will have a conference hall, offices for the public and private sector and Tourism information Centre.

She said current participation of the TTB in East African Regional Tourism Expo in Bujumbura, Burundi was in line with the new Tourism Strategies.

The Minister for Natural Resources and Tourism, Ambassador Dr Pindi Chana (MP) is expected to be the Chief Guest in the launching ceremony.

During her three-day working visit in Njombe Region early in August this year, President Samia Suluhu Hassan expressed the government’s resolve to promote the Southern Circuit with an objective to increase tourists inflow in the country.

She announced the completion of plan to come up with the second phase of the Royal Tour documentary, which aims to showcase the country’s hidden tourist attractions.

The producers, according to the Head of State, have already devised a strategy and come up with the title of the film – ‘The Hidden Tanzania.’

“When I launched the Royal Tour in Arusha, I mentioned that there will be second and third episodes of the documentary. The second episode of the documentary will show the world additional hidden spots in Tanzania,” she said.

President Samia also stated that the Southern Circuit will be extensively included in the second plan.

She asserts that the film will highlight attractions like Kitulo National Park, which is known for the diverse range of attractive flowers and several species of birds that flocks the park each year.

During the public meeting minister Chana told the president that the Southern circuit has also attracted a number of tourists. She said statistics indicated that the number of visitors in Ruaha National Park has increased from 9000 to 13,000 since the launching of Royal Tour film, while in Kitulo National Park the number recorded is not less than 1,200.

She noted that the documentary has also helped to expand market for food commodities.

The minister however said that, her office is implementing the President directives of adding value to forest products. “Currently there are about 4,200 factories for forest products countrywide…we have also beekeeping business in which Njombe alone produces 85, tonnes of honey per year.

She called upon   the region residents to continue planting trees noting that 50 per cent of the region population has focused on agriculture and planting trees. She said forest products contribute 40 per cent in the region revenue.

According to the Third Five-Year Development Plan (FYDP III of 2020/2021 to 2025/2026), Tanzania targets to achieve notching an income of 6 billion US dollars (about 14tri/-) from 5,000,000 tourists come 2025.