Tourism marketing strategy targets key European tourist sources

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TANZANIA (eTN) – Tanzania’s just-released International Tourism Marketing Strategy has targeted four European travel markets during the forthcoming five years, while emerging news markets of China, Russia, Turkey, Brazil ,and the Gulf states are closely researched for aggressive marketing.

With its international tourism marketing budget, the Tanzania Tourist Board is now looking at Germany, the United Kingdom, and Italy as key and primary tourism source markets, while France, the Netherlands, Canada, Australia, and Spain are earmarked as five secondary existing mature source markets for tourism.

In addition, potential of the new growth source markets of China, Russia, Turkey, Brazil, and the Gulf States will be researched and monitored by tourist stakeholders identified by this Tourism Marketing Strategy document.

The 129-page international tourism marketing strategy document whose 28-page summary was launched late last week, had also planned to utilize 90 percent of the marketing budget for Tanzania tourist product in the said 4 primary markets and 2 tertiary markets, making in total 11 countries.

The Tourism Confederation of Tanzania (TCT) Chairman Gaudence Temu said during the forthcoming 5 years, 50 percent of the marketing budget will be directed to market Tanzania as a key tourist destination in Africa in 4 primary markets, 30 percent of the budget will go to secondary source markets, 10 percent for the 2 secondary markets, and the remaining 10 percent for researching the potential of the 5 new tertiary markets.

Study of competitive destinations, such as Kenya and South Africa, shows that Tanzania has considerable room for growth by focusing on a market penetration strategy, namely “marketing to existing markets” with existing products.

Within the existing mature and new growth markets, the strategy will focus for Tanzania mainland on the experienced travelers who have visited relatively many countries.

For the spice island of Zanzibar, the strategy will focus on individual travelers with middle to high education. They are somewhat more experienced travelers.

Target groups are adventure seekers; nature lovers; tourists loving sun, sea and sand; honeymooners; couples; families; and small groups of friends who want to experience something special together, both the local and culture and natural beauty.

Other target groups of tourists identified by the strategy stakeholders are philanthropists (conscientious travelers) concerned about responsible tourism. This group is made up of tourists who are aware of the effects of tourism, not only on the environment, but also on the economy of the local communities living in places of their visiting.

Philanthropic tourists, mostly well traveled and experienced travelers, are mostly interested to look for responsible ways that will allow them to interact with the local communities and their cultures and with the environment.

Taking the position of Tanzania in tourism, the strategy targets the strengthening of tourism infrastructure, specifically the airports and airstrips; the quality and level of tourist services available in this country; and takes relevant measures in order to protect vulnerable must-see locations in the top of the product pyramid.

“The intention is also to develop primarily the tourism product in the less developed Southern Tanzania tourist circuit, the coastal zone, and in the western areas of this country,” Mr. Temu said.

In addition to product development, measures will be taken to protect physically-, culturally-, and ecologically-vulnerable, must-see and must-do locations and sites, aiming at protecting areas with a high concentration of visitors.

In order to make this released international tourism marketing strategy successful, partnerships are key to success, he said.

“We want to create a strong tourism partnership between the public organizations involved in the marketing of Tanzania as a tourist destination. Therefore, partnerships between the Tanzania Tourist Board, Tanzania National Parks, and Ngorongoro Conservation Area Authority, but also Selous Game Reserve and Marine Parks are of great importance,” Mr. Temu told Tanzania tourism stakeholders.

“In addition, we will stimulate strong tourism partnerships between the promotional organizations, the tourism sector, and the tourism suppliers by further developing the partnership between Tanzania Tourist Board and Tanzania Confederation of Tourism and by creating representation of the private and public sectors in each other’s Boards,” he added.

This launched Tourism Marketing Strategy will seek to bring up Tanzania as one of the most tourist-friendly countries in the world, with plenty to see and without complications for travelers and tourists.

“It also offers experienced travelers the unforgettable beauty of nature, wildlife, and beaches away from the crowds, back to the essence, and the spirit of Africa, simple and inspiring,” the summary of the 129-page Strategy is quoted.

Tanzanian Tourism Minister Mr. Khamis Kagasheki pointed out that tourism is culture, economy, life, leisure, business, and other fields, with the industry becoming more important in creating jobs and earning more foreign currency. The range of tourist attractions available show that Tanzania is exceptional and has a lot to offer than other countries, he further affirmed.

“So we need to promote tourist attractions that we have in Tanzania so that we can attract more visitors to see the country’s exceptional blend of scenery of wildlife and human culture,” he said.