By Alfred Zacharia
Tanzania is gaining momentum as a top global tourism destination, with officials citing rising international attention, growing visitor numbers, and new investment opportunities across the East African region.
Opening the 2025 Karibu–Kilifair International Tourism Expo on behalf of President Samia Suluhu Hassan, Deputy Prime Minister and Energy Minister Doto Biteko said this year’s trade fair had attracted over 500 exhibitors and 1,000 international buyers from more than 40 countries.
“This is clear evidence that the world is watching Tanzania and East Africa as a tourism hub,” said Biteko during the event, held in Arusha under the theme “Sustainable Tourism, Building Resilience and Innovation.”
Tourism remains one of Tanzania’s top economic drivers, contributing 17.2% to the country's GDP and accounting for about a quarter of foreign exchange earnings.
The government credits this growth to increased promotion efforts, including The Royal Tour documentary featuring President Hassan and the ongoing Amazing Tanzania campaign.
Biteko also pointed to international accolades, including awards from the UK-based World Travel Awards, which recently named Tanzania Africa’s leading safari destination.
“The award is a result of Tanzania’s successful promotion of its attractions such as Serengeti and Mount Kilimanjaro,” he said, noting that the country will host the World Travel Awards Africa edition later this month.
To support further growth, Biteko directed the tourism ministry to diversify tourism products, prioritize digital promotion, and enhance cooperation with the private sector.
He called on investors to build more accommodation facilities to meet rising demand.
The government is also planning to build a new international conference centre in Arusha, expected to cost around $90 million, said Deputy Minister for Natural Resources and Tourism Dustan Kitandula.
He added that Tanzania welcomed over 5.3 million tourists in 2024, generating $3.9 billion in revenue.
German Ambassador Thomas Terstegen, also present at the expo, said Berlin remains committed to supporting tourism development in East Africa.
“The sector has helped create jobs and generate income in Tanzania,” he said, adding that “Germany will continue to support initiatives like the Visit East Africa, Feel the Vibe campaign.”
Arusha Regional Commissioner Paul Makonda urged organizers to expand the annual trade fair from three to seven days to boost local economic impact.
Representatives from the East African Community also pledged regional coordination to strengthen tourism value chains.
Henry Kimambo, Vice Chair of the Tanzania Association of Tour Operators, said the Government’s open-door policy has helped solve key challenges.
“When we raise concerns, we are listened to,” he said.
The Karibu–Kilifair, now one of the largest tourism expos in East Africa, continues through the weekend, bringing together operators, hotel chains, conservationists, and travel buyers from around the world.
