Tanzania is set to launch a new tourism promotional film, The Hidden Tanzania, as the government intensifies efforts to attract more international visitors and showcase lesser-known attractions across the country.
The initiative, unveiled by the Minister for Natural Resources and Tourism, Dr Ashatu Kijaji, during the parliamentary debate on the 2026/27 national budget, is expected to complement ongoing tourism marketing campaigns that have helped drive a sharp increase in visitor arrivals and tourism earnings in recent years.
Dr Kijaji said the film would highlight Tanzania’s diverse natural, cultural and historical attractions, while opening new opportunities for investment and tourism growth.
“We are going to see The Hidden Tanzania film, which will further unlock the country’s tourism potential and promote Tanzania to a wider global audience,” she told Parliament in Dodoma.
The announcement comes at a time when Tanzania’s tourism sector is experiencing robust growth, fuelled by aggressive marketing campaigns and improvements in tourism infrastructure.
According to government figures, international tourist arrivals have increased from 1.7 million in 2021 to 5.9 million in 2025, while tourism revenues have risen from $1.3 billion to $4.4 billion during the same period.
Dr Kijaji attributed the sector’s strong performance to sustained government efforts under President Samia Suluhu Hassan’s administration, including international tourism promotion initiatives that have elevated Tanzania’s profile in key source markets.
“When President Samia came into office, the contribution of tourism to the national economy was relatively low. Since then, it has more than doubled, demonstrating the sector’s growing importance to the country’s development,” she said.
Tourism remains one of Tanzania’s leading foreign exchange earners, contributing significantly to employment creation, investment and economic growth.
The minister also praised tourism ambassador John Jackson for promoting Tanzania’s attractions in international markets, particularly through activities linked to global sporting events and preparations for the 2027 Africa Cup of Nations (Afcon), which Tanzania will co-host alongside its East African neighbours.
She said his efforts had helped attract more international visitors interested in experiencing the country’s renowned wildlife, beaches, cultural heritage and other tourism offerings.
Beyond tourism promotion, Dr Kijaji highlighted encouraging trends in wildlife conservation, noting that a recent wildlife census recorded 28 key wildlife species, with populations of 11 species showing notable growth.
She said Tanzania continues to hold Africa’s largest lion population, reinforcing its position as one of the continent’s premier wildlife destinations.
The minister further revealed that President Samia has directed relevant authorities to develop a long-term solution to recurring human-wildlife conflicts, particularly those involving elephants in communities neighbouring protected areas.
The planned release of The Hidden Tanzania is expected to strengthen the country’s tourism branding strategy by shining a spotlight on destinations and experiences that remain largely unexplored by international travellers, while supporting the government’s ambition to make tourism a central pillar of Tanzania’s economic transformation.
