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Tanzania is intensifying efforts to attract more tourists from Northern and Eastern Europe, with its embassy in Sweden stepping up campaigns to market the country's tourism attractions across nine strategic countries.
Tanzania's Ambassador to Sweden, Swahiba Mndeme, said the embassy has prioritised promoting the country's tourism destinations in Sweden, Finland, Norway, Denmark, Iceland, Latvia, Lithuania, Estonia and Ukraine to help diversify Tanzania's international tourism markets.
She made the remarks while receiving officials from the Ngorongoro Conservation Area Authority (NCAA), who visited the embassy as part of a promotional mission that includes participation in activities marking World Kiswahili Language Day in Sweden.
"The countries under our jurisdiction are strategically important markets. We are using every available platform to showcase Tanzania's tourism potential, and by working closely with stakeholders we believe we can open up new opportunities for visitor arrivals from this region," Ambassador Mndeme said.
The embassy has been using cultural diplomacy, trade engagements and international events to raise awareness of Tanzania's wildlife, natural landscapes and cultural heritage among potential travellers.
NCAA Head of Communications and Public Relations, Hamis Dambaya, said the authority is broadening its tourism portfolio by developing heritage- and archaeology-based tourism products while adding value to existing attractions within the Ngorongoro Conservation Area.
He said the authority is also implementing international campaigns to promote Ngorongoro's global significance, particularly its role in the history of human evolution.
"We are encouraging people from around the world to visit Ngorongoro and experience the site's unique archaeological heritage, where some of the earliest evidence of human ancestors was discovered," Dambaya said.
The promotional activities in Sweden are part of Tanzania's wider strategy to expand into emerging tourism markets, increase international visitor arrivals and strengthen the country's competitiveness as one of Africa's leading travel destinations.
