In an effort to attract a significant number of European tourists, officials from Tanzania’s tourism marketing and travel trade sectors have organized and participated in a series of promotional roadshows in prominent European tourist markets.
These tourism marketing roadshows in essential European locations aim to showcase Tanzania’s natural beauty, particularly its wildlife, as well as its historical and cultural heritage sites, which have drawn a considerable influx of European visitors.
The roadshows were strategically planned to enhance Tanzania’s presence in key European markets and to provide European travel agents with comprehensive insights into the country’s varied attractions.
For many years, Europe has been the primary source of tourists traveling to Tanzania and Africa. Germany, the United Kingdom, France, and Italy continue to be the leading and traditional markets for tourists booking trips to Tanzania and Africa throughout the year.
Participants from Tanzania have successfully concluded the tourism promotion initiative known as “My Tanzania Roadshow 2025,” which was held in five cities across four European nations.
The tourism marketing roadshow concluded over the weekend in Manchester, United Kingdom, following stops in Cologne, Germany; Antwerp, Belgium; Amsterdam, Netherlands; and London.
This weeklong initiative, organized collaboratively by the Tanzania Tourist Board (TTB) and various tourism stakeholders, aimed to entice European travel agents to promote Tanzania as a premier tourist destination.
Over 240 European travel agents participated in business meetings alongside 30 Tanzanian travel agents and officials, including marketing representatives from Tanzania National Parks and the Ngorongoro Conservation Area Authority, which are popular among European tourists for photographic safaris.
Mr. Ernest Mwamwaja, the Director of Marketing at the Tanzania Tourist Board (TTB), noted that these gatherings have provided leading European agents with valuable insights into Tanzania’s attractions.
European nations have consistently contributed a significant number of tourists to Tanzania each year. In 2023, approximately 100,000 tourists from Germany and over 80,000 from the United Kingdom visited. Additionally, the Netherlands accounted for around 37,000 tourists, while Belgium contributed more than 17,000 visitors, with expectations for an increase in European tourist arrivals to Tanzania and Africa in the coming year.
The involvement of prominent tourism organizations from Tanzania, such as the Ngorongoro Conservation Area Authority and the Tanzania National Parks Authority, in the Roadshow would enhance understanding of Tanzania’s tourism offerings within European markets.
The My Tanzania Roadshow 2025 has successfully introduced European operators to Tanzania’s wildlife conservation efforts, its stunning natural landscapes, advancements in infrastructure, and the investment opportunities present in the tourism sector.
Participants in the roadshow were presented with visuals and information highlighting Tanzania’s renowned attractions, including the Serengeti National Park and the unspoiled beaches of Zanzibar along the Indian Ocean.
Additionally, the event addressed essential topics regarding service quality and the ongoing initiatives aimed at diversifying tourism products in Tanzania.