Tanzania calls on 230 tour guides to protect, promote its global tourism brand

ARUSHA: OVER 230 tour guides undergoing advanced training in Arusha have been urged to play a frontline role in protecting and promoting Tanzania’s global tourism brand as the country intensifies efforts to attract more visitors.

Permanent Secretary in the Ministry of Natural Resources and Tourism, Dr Hassan Abbasi, made the call on Thursday when addressing the sixth cohort of tour guides attending a capacity-building seminar at the AIM Mall.

Dr Abbasi, who is a public communication expert, presented on “National/Destination Branding and the Role of Tour Guides,” stressing that guides are key ambassadors in shaping the country’s image to international tourists.

He cited the success of the Tanzania: The Royal Tour as clear evidence of the impact of strategic national branding, noting that the film remains one of Tanzania’s most effective global promotion projects.

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“We all agree that Royal Tour was highly successful and continues to pay dividends as a flagship initiative in marketing Tanzania. More plans are underway to further position the country internationally,” he said.

Additionally, the Permanent Secretary challenged tour guides to focus on promoting the country’s strengths, drawing on communication principles such as Agenda-setting theory, which suggests repeated messaging shapes public perception.

“As tourism ambassadors, we must consistently highlight the positives of our attractions instead of amplifying minor challenges,” he emphasised, noting that many countries invest heavily in marketing even with fewer attractions than Tanzania.

The training programme is organised by the Ministry of Natural Resources and Tourism in collaboration with the Tanzania Association of Tour Operators and is being conducted in multiple batches of over 250 participants each.

The initiative aims to equip more than 2,500 tour guides nationwide ahead of the upcoming tourism season and major international events such as the Africa Cup of Nations 2027.