By Alfred Zacharia
Tanzania is strategically using the ongoing Southern African Development Community (SADC) Summit on Politics, Defence, and Security Cooperation to advance its economic diplomacy by promoting the “Made in Tanzania” brand to regional stakeholders.
The Tanzania Trade Development Authority (TanTrade) has set up a dedicated exhibition pavilion at the Julius Nyerere International Convention Centre (JNICC), where the summit is taking place. The initiative aligns with broader government efforts to increase the visibility of Tanzanian goods and services in regional markets.
By showcasing locally produced goods such as coffee, tea, batik, and spices, the pavilion not only reflects the diversity of Tanzania’s industrial base but also signals the country's intention to position itself as a competitive player in intra-African trade. It also emphasizes the growing linkage between economic development and regional political cooperation.
The pavilion features a mix of small, medium, and large enterprises, reflecting inclusive participation in Tanzania’s trade agenda. Delegates attending the summit have been engaging with producers, highlighting the opportunity such platforms provide for cross-border business linkages and learning.
Analysts view Tanzania’s move as part of a broader strategy to harness high-level diplomatic events for trade promotion and investment attraction.
With the African Continental Free Trade Area (AfCFTA) framework gradually taking shape, leveraging regional meetings to market national products may offer long-term gains in terms of market expansion and brand recognition.
TanTrade officials say the exhibition underscores the importance of branding and consistency in exporting local products, especially within the SADC framework, which places increasing emphasis on economic cooperation alongside political and security integration.
Tanzania, a founding member of SADC, continues to balance its role in regional peace and security with efforts to expand its economic footprint across Southern Africa. The "Made in Tanzania" initiative exemplifies the intersection of diplomacy and development through trade.