How ‘My Tanzania’ Roadshow attracted tourism in Europe
TANZANIA: TANZANIA has been attracting millions of international tourists, showcasing its growing popularity as one of world’s sought after tourist destination.
Among these visitors, some came from Southern Europe, establishing this region as an important and promising tourist market with immense potential for forging new business connections.
This consistent growth positions them as potential markets for fresh connections. Travellers from Southern Europe are drawn to Tanzania’s diverse offering, such as captivating mountain climbing experience, exhilarating wild encounters, thrilling snorkeling adventures and watersports and the pristine sun-kissed beaches of Zanzibar.
Those who attend get in contact with top exhibitors, like tour operators, incentive companies like balloon safaris, airlines, hotels, lodges and camps from Mainland Tanzania and Zanzibar.
Presentations held by Tanzania Tourist Board (TTB), Tanzania National Parks (TANAPA) and Ngorongoro Conservations Area Authority (NCAA) give attendees deep insight into the country and its culture.
New national parks get presented as well as new tourist attractions, both implementing environmental awareness. The ‘My Tanzania’ Roadshows are your chance to tie new direct contacts and to expand your firsthand knowledge.
On September 23, there was an occasion of official opening of ‘My Tanzania’ Road Show in Salzburg – the fourth-largest city in Austria. Ambassador Naimi Aziz – the Permanent Representative of the United Republic of Tanzania in Austria officiated at the event.
What were her remarks? Among others Ambassador Naimi noted with emphasis that in Tanzania, tourism sector contributes up to 17.2 per cent of Tanzania Gross Domestic Product (GDP) and 25 per cent to her total export earnings. While this seems to be a massive contribution from one single source, research shows that Tanzania’s tourism is still underutilised.
“Tanzania is endowed with rich and abundant natural and cultural touristic attractions. It is home to 21 National Parks including the Serengeti and the Ngorongoro Crater; has more than 40 Game Controlled and Game Reserved Areas; has more than 400 forestry reserves and over 120 tribes with diverse cultures.
“Above all the beautiful Islands of Zanzibar with mesmerising white and pristine sand beaches. Despite all these endowments, very few people know about Tanzania’s richness in tourism.
“I thus, commend this initiative by the KILIFAIR as one of the deliberate strategic branding and marketing measures of Tanzania’s tourism. We must continue developing compelling narratives and a brand identity that promotes Tanzania’s unique cultural heritage, natural beauty and diverse experiences. We also must continue investing in targeted marketing campaigns across platforms to reach the global audience,” the envoy said.
She seized the opportunity to congratulate the Management of KILIFAIR Promotion Company Ltd for organising in collaboration with Tanzania Tourist Board (TTB) the ‘MyTanzania’ Roadshow; an event that brought together exhibitors from Tanzania and Zanzibar, European travel agents and tour operators.
It provided a great platform for networking, generating leads and building valuable relationship within the tourism industry.
“I feel great gratitude to be part of this initiative which compliments the efforts of Her Excellency Dr Samia Suluhu Hassan, the President of the United Republic of Tanzania to promote Tanzania as the best tourist destination.
“I feel delighted and honoured to join the KILIFAIR family this evening, here in Salzburg at ‘My Tanzania’ Roadshow 2025. I wish to express my heartfelt appreciation to the Managing Directors of the KILIFAIR Promotion Company Ltd, Mr Tom Kunkler and Mr Dominic Shoo for inviting me to participate in this auspicious occasion and to make a few remarks. Danke schöne!” she remarked.
She also congratulated the KILIFAIR Promotion Company Ltd for successful organising the Karibu Kilifair 2025 event in Arusha from June 6–8, this year; being the largest East Africa’s tourism expo that served as a platform for international networking and destination promotion, bringing together over 500 exhibitors and more than 1,000 international buyers and trade visitors.
Ambassador Naimi recounted how Tanzania is endowed with rich and abundant natural and cultural touristic attractions. It is home to 21 national parks, including the Serengeti and the Ngorongoro Crater.
She also recalled the fact that Tanzania has more than 40 Game Controlled and Game Reserved Areas; has more than 400 forestry reserves and over 120 tribes with diverse cultures.
“Above all are the beautiful Islands of Zanzibar with mesmerising white and pristine sand beaches. Despite all these endowments, very few people know about Tanzania’s richness in Tourism.
“I thus, commend this initiative by the KILIFAIR as one of the deliberate strategic branding and marketing measures of Tanzania’s tourism. We must continue developing compelling narratives and a brand identity that promotes Tanzania’s unique cultural heritage, natural beauty and diverse experiences. We also must continue investing in targeted marketing campaigns across platforms to reach the global audience,” she said.
The diplomat said that it was gratifying that in 2025 Tanzania won Africa’s Leading Destination, for the second year in a row and third time overall.
For the first time, Tanzania made history, winning 27 out of the 60 awards presented in Dar es Salaam by the World Travel Awards (WTA) Africa & Indian Ocean Gala held on 28th June 2025.
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Besides hotels and various tourism companies, the government side won awards for this year’s Best Tourist Attractions, Best Safari Destination in Africa and Best Airport in Africa. This is even more impressive bearing in mind that only one year prior, Tanzania ‘only’ won five awards.
These awards confirm Tanzania’s standing as a world-class tourist destination, highlighting the country’s reputation both in Africa and globally. For potential investors, the awards speak volume of the opportunities for investment in the sector.
Ambassador Naimi told the distinguished guests that President Samia Suluhu Hassan has left nothing to chance; she has put focus on driving tourism through numerous initiatives: The Royal Tour documentary that promotes Tanzania’s attractions internationally; increased budget allocations have opened doors for the tourism sector as well as for investors; and improved infrastructure has made conservation areas more accessible.
The government of Tanzania is committed to strengthening tourism sector, setting an ambitious target of eight million tourists annually by 2030, aiming to boost economic growth through diversification, infrastructure development and enhanced service quality. The Government has said it will continue to put in place the conducive legal and regulatory frameworks for tourism growth in Tanzania.
Ambassador Naimi commended tour operating companies of Tanzania, saying: “I also wish to congratulate and appreciate the contribution of Tanzania’s Tour Operating Companies to the promotion of Tanzania’s tourism and the excellent services they provide to the industry and the visitors in our country.
“I also thank all the buyers present for expression of interest and commitment to work with Tanzania’s tour companies. You have the power to determine the success of tourism businesses by your preferences, willingness to pay and evaluation of the quality of tourism products and services after purchase.”
Looking to the future, she said, the potential collaboration between Tanzania’s tourists’ companies and Austria’s companies is vast. There are opportunities to develop infrastructure that enhances travel experiences while ensuring that local communities benefit from tourism activities.
“I therefore, invite all stakeholder to connect, network and engage in meaningful discussions that will further strengthen our partnership. Let us explore innovative ways to promote Tanzania as a premier tourist destination, while fostering economic growth for both countries,” she said.
