Operators have called on the government of Tanzania to build on effective marketing initiatives as well as infrastructure and access improvements that have stimulated the region’s rapid post-COVID tourism recovery while guarding against the threats faced by iconic safari areas.
The country is registering back-to-back years of record-breaking tourist arrivals. In a stakeholder meeting in February, Tanzania’s Minister of Natural Resources and Tourism Pindi Chana reported an all-time high of 2.14 million international arrivals in 2024 – 14% higher than 2023’s record of 1.8 million.
Jeremiah Chege, Head of Sales and Marketing at Sense of Africa East Africa, said innovative marketing initiatives play a pivotal role in the country’s success. He singled out 2022’s Tanzania: The Royal Tour film following President Samia Suluhu Hassan on a journey through the country as a major driver of tourism and investment.
“This is evidenced not only in the increased number of inbound tourist arrivals but also in investment programmes and mega projects currently underway in many parts of the country,” Chege said.
The film had a direct influence in attracting investment for the TZS25 billion (€9.2 million) Ngorongoro Lengai Geopark funded by the Chinese government. Due for completion in May, outside Arusha, it will include a geology museum and protective shelters for the preservation of fossilised early human footprints.
Chege also welcomed infrastructure upgrades to roads and airstrips in major national parks but called for further development in under-visited parks.
“Development is needed for infrastructure in high-priority, under-served parks including roads and signage,” he said.
Responding to climate change concerns
Andre Van Kets, Co-Founder of DMC Discover Africa, said there is an urgency to implement climate change mitigation measures in light of recent research illustrating the impacts of droughts, floods and rising temperatures on wildlife populations in the Serengeti-Mara Ecosystem.
Conducted by the universities of Hohenheim and Groningen, Free University of Berlin, the International Union for Conservation of Nature, the Indian Institute of Management Udaipur and the Kenya Meteorological Department, the research found that average monthly temperatures in the region have increased by 5.3°C between 1960 and 2024.
“Noting last year’s devastating floods attributed to human-induced climate change and that we have just come out of the hottest year on record, there needs to be added safeguards to further future-proof tourism drawcards and the communities that sustain the sector,” said Van Kets.
Strengthening reputation management
Chege called for strengthened communication with the tourism industry and media to combat misinformation.
“Misinformation continues to hurt the region and the country needs to better manage its reputation, leveraging good lobbyists and proactively communicating to media about its crisis management. We have to use our own local contacts to get information on what is happening on the ground; it’s very difficult to get consistently correct information. Fake news often negatively impacts our marketing efforts,” he said.
Enhanced law enforcement in tourist hotspots is crucial to guard against irresponsible tourism and secure the trust of tourists and investors, said Chege.
“There should be collaboration with law enforcement agencies to leverage technology for enhanced safety and government should emphasise the country’s commitment to ensuring a secure environment to build trust among potential visitors and investors.”
Read Tourism Update's Great Migrations Feature for more expert insights on tourism in the Serengeti-Mara Ecosystem.
