The Tanzania National Parks Authority (TANAPA) has called on airport transport operators to take a more active role in promoting the country’s tourism attractions, saying their interaction with arriving visitors can influence Tanzania’s international image and tourism earnings.
The authority said drivers at Julius Nyerere International Airport (JNIA) are among the first Tanzanians foreign visitors encounter after immigration officers, putting them in a strategic position to shape visitors’ first impressions of the country.
Beyond transporting passengers, TANAPA wants the drivers to provide accurate information about national parks, wildlife, cultural heritage and other attractions to encourage tourists to explore more destinations across the country.
Speaking during a seminar with transport operators at JNIA’s Terminal Three on October 30, 2026, Assistant Conservation Commissioner Fredrick Malisa, representing the Conservation Commissioner, said the drivers’ conduct and quality of service could either strengthen or undermine Tanzania’s reputation.
“You are among the first Tanzanians, after immigration officers, to meet visitors when they arrive in the country. How you receive them, the language you use, your discipline, honesty and quality of service contribute significantly to building Tanzania’s image and reputation before the international community,” he said.
Mr Malisa urged drivers to demonstrate professionalism, courtesy and Tanzanian hospitality, while acquiring knowledge about the country's tourism attractions to help visitors make informed travel decisions.
He said drivers who understood the country's natural, cultural and historical attractions would be better placed to recommend destinations and encourage tourists to discover more of Tanzania.
The appeal comes as the country seeks to strengthen its position in the international tourism market, where visitors’ experiences and recommendations can influence travel decisions.
Assistant Conservation Commissioner and Head of TANAPA’s Dar es Salaam Liaison Office, Neema Mollel, who organised the seminar, said tourism growth depended heavily on effective conservation of the natural resources that attract visitors.
She said wildlife, forests, rivers and the wider environment needed protection to sustain tourism activities and the economic opportunities they generate.
Ms Mollel described tourism as an important source of employment, household income, national revenue and business opportunities for Tanzanians.
She added that visitors who received quality services were more likely to return and recommend Tanzania to friends and relatives, creating further opportunities for the sector.
Meanwhile, Assistant Commissioner of Police Joseph Mwakabonga, Head of Operations at the Tanzania Police Force Traffic Headquarters, urged drivers to observe road safety regulations, warning against using mobile phones while driving.
He said responsible driving was essential not only to protect tourists and other road users but also to build confidence among international visitors.
Good road safety practices, he added, could contribute to Tanzania’s competitiveness as a tourism destination, particularly given its wealth of natural attractions.
For their part, transport operators pledged to support conservation efforts and use their daily interactions with visitors to promote the country.
Patrick Mwaulambo, secretary of transport operators at JNIA Terminal Two, welcomed the training, saying drivers would take a greater role in protecting national resources and sharing information about tourism attractions and investment opportunities.
He said operators would also encourage tourists to respect and appreciate Tanzania’s natural heritage when visiting protected areas and other attractions.
The seminar brought together representatives from the Tanzania Police Force Traffic Unit, Tanzania Tourist Board (TTB), National Museum of Tanzania, Tanzania Tourism College, JNIA service providers and Mtembezi Tourism Company.
The engagement sought to strengthen cooperation between conservation institutions and transport operators, recognising that the tourism experience begins long before visitors reach national parks and other attractions.