In a push to enhance the awareness of Tanzania as a tourism destination to a wider global audience, the roll-out of an R18.4 million (US$1.5 million) campaign has been announced by Lazaro Nyalandu, Tanzania’s Natural Resources and Tourism Minister: “The Re-branding Destination Tanzania project is expected to result in an increase in the number of tourists entering the country, with a goal of attracting at least 2.5 million tourists a year in the next five years.”

The campaign will see the release of new television adverts to be broadcast on major networks, including the BBC and CNN. A production crew is currently filming tourist attractions in Zanzibar, the Serengeti National Park, Mount Kilimanjaro and the Ngorongoro Crater ahead of the launch date in April.