The Ngorongoro Conservation Area Authority (NCAA) is turning to digital technology to promote Tanzania’s tourism attractions globally, as authorities seek new ways to connect potential visitors with the country’s natural and cultural heritage.
Karatu District Commissioner Dr Lameck Karanga said the use of digital tools could make it easier for tourists to access information about attractions while helping Tanzania market destinations to a wider international audience.
Dr Karanga made the remarks on September 27, 2026, during World Tourism Day celebrations held at the Urithi Geopark Museum in Karatu District, Arusha Region.
The celebrations were held under the theme, “Digital Agenda and Artificial Intelligence in Reimagining Tourism.”
He commended the NCAA for incorporating technology into tourism promotion, including the use of QR codes and virtual reality to provide visitors with information and experiences linked to attractions in the Ngorongoro area.
“During these celebrations, we have seen how Ngorongoro is using technology to promote its tourism attractions. We have seen the use of QR codes to access information about attractions and virtual reality, which are important steps in modernising tourism promotion,” Dr Karanga said.
The shift towards digital tourism comes as visitors increasingly use online platforms and digital tools to research destinations, plan trips and access information before and during their journeys.
NCAA Deputy Conservation Commissioner Joas Makwati said the authority was expanding the use of digital technology beyond wildlife tourism to cover archaeological, cultural and geological attractions.
He said the authority was also using technology to improve visitor services and develop new tourism products.
“Ngorongoro is continuing to strengthen the use of digital technology in promoting wildlife, archaeological, cultural and geological tourism, while improving services to visitors,” Mr Makwati said.
He cited modern payment systems and smart entry and exit gates, known as Visitor Gate System (VGS), as some of the measures being introduced to improve the visitor experience.
The approach also seeks to broaden the tourism products available in the conservation area by highlighting attractions beyond its well-known wildlife, potentially giving visitors more reasons to explore the area.
The World Tourism Day celebrations included a fun run and sporting activities involving tourism stakeholders and members of the community.
The activities were aimed at encouraging local participation in tourism and raising awareness of the sector's contribution to community development.
For Tanzania, the growing use of digital technology in tourism could also provide a platform for promoting lesser-known attractions and connecting local tourism businesses with visitors searching for experiences beyond the country's most established destinations.