Tanzania writes a golden chapter at Berlin Tourism Fair
BERLIN: TANZANIA continues to make a strong impression at the 2026 International Tourism Exchange (ITB) in Berlin, reinforcing its position as one of the world’s leading tourism destinations. The country recorded a significant increase in participation this year, with 70 companies and 169 representatives taking part under the theme “Destination Tanzania: Unforgettable.”
The expanded presence reflected growing global interest in Tanzania’s tourism sector. Visitors to the Tanzania pavilion were introduced to the country’s diverse attractions, including its renowned national parks, rich wildlife resources, coastal tourism, and vibrant cultural heritage.
Industry stakeholders noted that the strong representation created an important platform for networking and marketing Tanzania’s tourism products to the international travel market.
The Tanzanian pavilion attracted huge attention from tour operators, investors, and tourism professionals attending the global event. Exhibitors showcased a wide range of travel experiences, from wildlife safaris and mountain tourism to beach destinations and cultural tourism.
The increased participation by Tanzanian companies was seen as a signal of the country’s expanding tourism ecosystem and the growing confidence among private sector players to promote Tanzania globally.
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Among the participants was Showtime, an event management company based in Zanzibar that has built a reputation for organizing major events in the country. The company’s presence at ITB 2026 highlighted the role of event tourism and conference management in supporting Tanzania’s broader tourism strategy.
Showtime has been involved in organizing several high-profile events, including the World Bank’s IDA2024 meeting, which further strengthened its reputation in the sector.
Speaking during the event, the company’s Chief Executive Officer Ibrahim Mitawi said participating in ITB offered an opportunity to present Zanzibar’s event-hosting capabilities to the global market.
“Being part of ITB 2026 is a tremendous opportunity for us to showcase what Zanzibar has to offer. We aim to elevate the event experience in Tanzania, and our participation here is a testament to our commitment to excellence in event management,” he said.
Showtime’s Event Coordinating Manager Neema Azaza emphasized the importance of international partnerships in strengthening Tanzania’s tourism industry.
“ITB is a global platform that allows us to connect with international partners and stakeholders. By working together, we can strengthen Tanzania’s image as a top-tier destination and deliver memorable experiences for visitors,” she said.
Tanzania’s participation at ITB Berlin 2026 underscored the country’s expanding tourism potential and highlighted the contributions of emerging players within the industry. Stakeholders expressed optimism that continued collaboration, innovation, and international engagement will further position Tanzania as a competitive global tourism destination.
Industry observers say the momentum generated during the event is expected to contribute to increased international visibility, investment opportunities, and visitor arrivals in the coming years.
