The Permanent Secretary in the Ministry of Information, Culture, Arts and Sports and Chief Government Spokesperson, Gerson Msigwa, has urged government communication officers to intensify efforts to market Tanzania’s emerging tourism attractions to both local and international audiences as the country prepares to co-host the 2027 Africa Cup of Nations (AFCON).
Speaking during a visit to the Mpanga Kipengere Game Reserve in Njombe Region, Msigwa said Tanzania possesses enormous untapped tourism potential that must be strategically promoted to position the country among Africa’s leading tourist destinations.
The visit formed part of the ongoing 21st working session of government Information, Public Relations and Protocol Officers taking place in the southern highlands region.
Msigwa said government communication officers have a critical role in showcasing Tanzania’s natural wealth, cultural heritage and investment opportunities to the global audience, particularly at a time when the country is expecting to receive thousands of visitors during AFCON 2027.
“With AFCON 2027 approaching, Tanzania has a unique opportunity to market its tourism attractions to the world. Communication officers must become ambassadors of our national attractions by telling compelling stories about the country’s hidden gems,” he said.
He noted that the government, through the Ministry of Natural Resources and Tourism, continues to prioritize the expansion of the tourism sector as part of broader efforts to stimulate economic growth and support the implementation of the National Development Vision 2050.
Msigwa singled out the Mpanga Kipengere Game Reserve as one of the country’s lesser-known but highly attractive tourism destinations that deserves greater visibility internationally due to its breathtaking scenery, waterfalls and ecological significance.
Located in the southern highlands, the reserve is managed by the Tanzania Wildlife Management Authority (TAWA) and covers approximately 1,574 square kilometres.
The area is renowned for its dramatic landscapes, waterfalls measuring nearly 700 metres and mountainous terrain rising between 1,300 and 3,000 metres above sea level.
Some communication officers who participated in the tour also emphasized the need for coordinated efforts in promoting tourism as a strategic economic sector.
Ms. Rhoida Andusamile from the President’s Office – Regional Administration and Local Government (PMO-RALG) said every government communication officer has a responsibility to promote tourism because the sector contributes significantly to national income, employment creation and community development.
Meanwhile, Ms. Zawadi Msala and Mr. Eliezer Rwekiza from the Arusha International Conference Centre (AICC) said AFCON 2027 should be used as a platform to market not only wildlife tourism, but also medical tourism, eco-tourism and conference tourism.
They further called on the Ministry of Natural Resources and Tourism to open more investment opportunities around the Mpanga Kipengere conservation area, describing it as one of Tanzania’s promising tourism destinations with the potential to attract both local and international investors.
Their remarks come at a time when Tanzania is intensifying efforts to diversify tourism products and increase the sector’s contribution to the national economy through improved infrastructure, conservation and strategic marketing initiatives.
