Tanzania is seeking to attract more international tourists by expanding promotion of lesser-known attractions and using digital platforms to reach global audiences, as the government pushes for more effective marketing of the country’s tourism potential.
The strategy will involve identifying tourism products in areas that have received limited publicity, using influential digital technologies and producing creative content to showcase Tanzania’s attractions to potential visitors worldwide.
The plans were outlined on October 19, 2026, when the Minister for Natural Resources and Tourism, Dr Ashatu Kijaji, visited the Tanzania Tourist Board (TTB) to review its performance and receive an update on its strategies for promoting the country internationally.
The move places renewed emphasis on how Tanzania markets its tourism products beyond established attractions, with the board seeking to broaden the country’s appeal to international travellers.
During the visit, Dr Kijaji congratulated TTB Director General Dr Thereza Mugobi on her appointment, urging her to demonstrate professionalism, innovation and a commitment to delivering measurable results.
She said hard work and positive performance would be the best way for Dr Mugobi to justify the confidence placed in her by President Samia Suluhu Hassan, who appointed her to the position.
Dr Mugobi said the board was developing new approaches while building on existing initiatives to strengthen Tanzania’s visibility in international tourism markets.
She identified the promotion of tourism products in previously under-marketed areas, wider use of influential digital platforms and the production of creative promotional content as key elements of the strategy.
The approach is intended to present a wider range of tourism experiences to potential visitors, rather than relying solely on attractions that already have international recognition.
For Tanzania, effective tourism marketing is important in converting the country’s natural and cultural attractions into increased visitor numbers and wider economic opportunities. However, the impact of the new strategy will depend on its implementation and its ability to translate international exposure into actual tourist arrivals.
The visit also provided Dr Kijaji with an opportunity to assess the board’s performance and review its plans for carrying out its tourism promotion mandate.
She was accompanied by the ministry’s Permanent Secretary, Dr Hassan Abbasi.