Tanzania is pulling all stops to attract tourists from North America, Europe, Southeast Asia and South Africa. Already an online tourism marketing portal was launched by President Jakaya Kikwete at the same time as commercial television adverts, which are to be aired by CNN and BBC for six months, were launched in October.
The TV advert is part of the marketing campaign called “Tanzania, the Soul of Africa” that is meant to raise the international tourists arrivals from the 1.140,156 recorded in 2014 to 10 million by 2025, said Minister for Natural Resources and Tourism Lazaro Nyalandu.
The minister said that the marketing programme, which is expected to open up southern Tanzania, will cost $100 million, partly to be financed by the World Bank. “We are aiming at getting more tourists to visit the rich tourist products available in southern Tanzania and make the southern circuit an independent destination similar to the more famous northern circuit. The plan will also help develop bridges, roads and lodges in the south, thus encouraging mobility of tourists,” he said.
Through support from the European Union, the World Bank and the United Nations Development Programme (UNDP), the government of Tanzania has designed a tourism development master plan that will result in more investments in southern Tanzania. Through a programme to attract more tourists, Tanzanian government had focused its marketing and tourist product development in less developed, southern regions.
Source: The East African

Disclaimer: The views and opinions expressed in this article are those of the authors and do not necessarily reflect the official policy or position of TradeMark Africa.