Why Lufthansa’s Brussels Airlines direct flight to TZ is a strategic bridge for EU–EAC economic, diplomatic ties

KILIMANJARO: THE launch of Brussels Airlines’ new direct service between Brussels and Kilimanjaro marks a significant milestone in strengthening economic, tourism and diplomatic ties between Tanzania and Belgium, while reinforcing Tanzania’s position as a gateway to East Africa and Brussels’ role as the political capital of Europe, according to Lufthansa Group Vice President and Brussels Airlines representative Ms Julia Hillenbrand.

Speaking during celebrations marking the inaugural flight, Ms Hillenbrand described the occasion as both professionally significant and personally memorable, highlighting Tanzania’s warm reception and growing international appeal.

“It is my first time in Tanzania, and it has been an emotional experience,” Hillenbrand said. “The welcome we received upon arrival in Kilimanjaro was extraordinary. I have never experienced anything like it in my life. I truly felt the warmth and hospitality of Tanzania, and I believe it is a wonderful match with Belgian hospitality.”

Ms Hillenbrand, who traveled on the inaugural flight from Brussels, said enthusiasm for the new connection was evident from departure to arrival. The airline hosted a special event in Brussels before takeoff and documented the journey with a film crew, underscoring the importance of the new route for the carrier and the wider Lufthansa Group.

The new service reflects the group’s long-standing commitment to Africa, a continent that has become increasingly important to its global growth strategy.

Brussels Airlines, a member of the Lufthansa Group, has deep historical roots in Africa dating back more than a century and today serves as the group’s specialist carrier for African markets.

“Africa is a very important continent for the Lufthansa Group,” Ms Hillenbrand said.

She added: “We currently serve 46 destinations across Africa in 29 countries, and Kilimanjaro becomes our 18th destination in Sub-Saharan Africa. The growth, energy, and potential we see across the continent are unlike anything I have witnessed elsewhere.”

She described Tanzania as one of Africa’s fastest-growing and most dynamic economies, noting that the airline sees strong opportunities in both tourism and business travel.

“The market response and feedback have been overwhelmingly positive. That confidence has already led us to decide that this service will operate year-round. We want to be part of Tanzania’s growth story, and we are committed to making this connection a long-term success,” she said.

The direct route is expected to improve access for European travelers, investors, and business leaders seeking opportunities in Tanzania, while also providing Tanzanians with greater connectivity to Europe and beyond through Brussels Airlines’ extensive network.

Ms Hillenbrand emphasized that partnerships among governments, tourism stakeholders, and airlines will be critical to maximizing the route’s impact.

“Only together can we succeed,” she said.

She added: “We share the same ambition to help Tanzania grow, bring more visitors to the country, and enable people from Tanzania to explore Europe and international markets.”

The launch is widely expected to strengthen Tanzania’s position as a leading tourism destination and emerging business hub in East Africa. Industry stakeholders anticipate increased visitor arrivals, stronger trade links, and new investment opportunities as a result of the direct connection.

Speaking at the event, Tanzania’s Minister for Transport, Prof Makame Mbarawa, welcomed the new route, describing it as a strategic development that will unlock additional opportunities for tourism, trade, and investment between Tanzania and Belgium.

He said the achievement reflects the success of government efforts under President Samia Suluhu Hassan to strengthen international partnerships and create a favorable environment for investment and economic growth.

Prof Mbarawa noted that the government continues to invest heavily in airport modernization and expansion projects across the country, including upgrades at Kilimanjaro International Airport. The improvements include modern passenger facilities designed to attract more international airlines and enhance Tanzania’s competitiveness as an aviation gateway.

Meanwhile, Deputy Minister for Foreign Affairs and East African Cooperation, responsible for East African Affairs, James Millya, said the establishment of direct flights from Brussels, the headquarters of the European Union, demonstrates the strengthening diplomatic and economic relationship between Tanzania, Belgium, and the wider European market.

According to Millya, the new service will facilitate the movement of tourists, investors, and business travelers while deepening economic cooperation and supporting Tanzania’s broader development agenda.

For Brussels Airlines and the Lufthansa Group, the new route represents more than an expansion of their African network. It is a strategic investment in a market they believe is poised for sustained growth, driven by rising tourism demand, increasing foreign investment, and stronger international connectivity.

As the first direct Brussels–Kilimanjaro service begins operations, both Tanzanian and European stakeholders view the route as a bridge linking two regions with growing economic interests and a shared commitment to expanding opportunities in tourism, trade, and investment.

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German development cooperation agency GIZ’s East African Community (EAC) Cluster Coordinator, Bjoern Richter, also welcomed the development.

“Congratulations to the Lufthansa Group and the Government of Tanzania for launching another carrier that brings our two continents closer together,” Richter said. “We look forward to supporting this connection through our Invest.East Africa business engagement initiative to foster stronger business cooperation with companies across the East African Community.”