Tanzania has stepped up efforts to strengthen its position in the global tourism market through fresh engagements with leading international tourism marketing firms, as the country pushes towards its target of attracting eight million tourists by 2030.
The discussions were held on May 7, 2026, during the ongoing World Travel and Tourism Council (WTTC) strategic meeting in Egypt, where the Permanent Secretary in the Ministry of Natural Resources and Tourism, Hassan Abbasi, met executives from globally recognised tourism promotion institutions.
Among the key meetings was a session with representatives of Peter Greenberg Worldwide, a California-based tourism media company founded by internationally known travel journalist Peter Greenberg.
The talks reviewed the international impact of the documentary Tanzania: The Royal Tour, which has played a significant role in showcasing Tanzania’s tourist attractions and cultural heritage to audiences around the world.
The two sides also discussed opportunities for expanding Tanzania’s tourism storytelling strategy through future productions and international media collaborations aimed at maintaining the country’s growing visibility in competitive tourism markets.
Dr Abbasi also held strategic talks with Nick Evans, founder of Beautiful Destinations, a global tourism marketing agency with offices in New York, London and Dubai.
The organisation is widely recognised for its innovative use of digital storytelling, artificial intelligence and social media-driven campaigns to market tourism destinations globally through a network of more than 500 travel content creators.
The meeting explored how Tanzania could benefit from modern tourism promotion techniques, particularly digital campaigns designed to attract younger travellers and emerging international markets.
The WTTC strategic meeting, which has brought together tourism stakeholders, investors and government leaders from different parts of the world, is being held aboard the cruise ship Crystal Serenity.
The gathering continued in the port city of Port Said after commencing in Ain Sokhna and is expected to conclude in Alexandria.
Tourism remains one of Tanzania’s leading foreign exchange earners, with the government increasingly focusing on strategic partnerships, international branding and digital innovation to expand the sector’s contribution to the national economy.
