Royal Tour:Tourism global marketing masterstroke

AS President Samia Suluhu Hassan marks two years in office, her Royal Tour documentary could prove to be a masterstroke in global marketing of the country’s tourism industry.

The much-heralded documentary-first of its kind, was first premiered on public television stations across the United States starting April 21, last year followed by its maiden launch in Arusha, Tanzania.

It has been produced by Mr Peter Greenberg, multiple Emmy-winning investigative reporter.

“Tanzania: The Royal Tour with the President of #Tanzania @SuluhuSamia as my very special guide. Premiering on public television stations across the U.S. beginning April 21st. #royaltourtanzania,” the producer tweeted last year.

Fast forward, the feature film set the stage for the country’s tourism sector.

To start with, was the 65th tourism conference in October last year by the United Nations World Tourism Organisation Regional Commission for Africa (UNWTO-CAF).

Speaking of UNWTO, the UN agency didn’t hesitate to honor Dr Samia for her remarkable role in promoting and leading the revival of tourism in Tanzania.

Presenting Dr Samia with a commemorative plate for her commitment and leadership in making tourism a key economic driver, Secretary General of UNWTO Zurab Pololikashvili at the recently held Commission for Africa (CAF) Meeting in Arusha commended the President’s initiative to put Tanzania on the global tourism map with the launch of the “The Royal Tour.”

“Like so many people all around the world, I learned a lot about the country through the President’s own marketing project, “Tanzania – The Royal Tour”, he said.

In fact, an incredible 450,000 international tourists have visited since the launch of the project, he emphasized.

Tourism employs nearly 850,000 people in Tanzania and accounts for 17 percent of the country’s GDP.

Tanzania is ranked top of the World Economic Forum’s Competitiveness Index, for nature-based tourism in Africa. Globally, it is at number 12.

President Suluhu’s historic launch of the royal tour has reinvigorated the tourism sector as it makes a push to near pre-pandemic figures.

To put this in perspective, the number of tourists that visited Tanzania as of September last year, had hit 1,034,180.

Dr Samia’s initiative didn’t go unnoticed though, after Indian based institution—International Iconic Award recognised her.

Equally, the Tanzania National Parks (TANAPA) feted Dr Samia with a special award in recognition of her zeal of promoting tourism.

While presenting the award to the then Minister of Natural Resources and Tourism, Ms Pindi Chana TANAPA Board of Trustees Chairperson, General George Waitara (rtd) said the conservation agency feted President Samia for playing a starring role in the Royal Tour Documentary which among other things promotes destination Tanzania.

“There’s no other way of appreciating President Samia’s diligent efforts marketing our natural attractions through the feature film,” explained retired General Waitara on the sidelines of the TANAPA Tourism Award night gala held at the conservation agency’s headquarters.

Thanks to the feature film, tourists are now trooping to the country, to the excitement of tour operators and hotel owners,” he said.

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