Tanzania is seeking to expand its presence in the international tourism market through partnerships with UK-based media organisations and sports institutions as the country steps up efforts to attract more visitors.
The Minister for Natural Resources and Tourism, Dr Ashatu Kijaji, held talks with tourism stakeholders in London on November 2, 2026, focusing on new opportunities to market Tanzania's tourism attractions and strengthen its visibility among international travellers.
The discussions form part of her official visit to the UK to participate in the World Travel Market (WTM) London 2026, scheduled for November 3 to 5.
During her first day in London, Dr Kijaji, accompanied by the ministry's Permanent Secretary, Dr Hassan Abbasi, met stakeholders at the Tanzania High Commission, where she discussed strategies for positioning the country as a competitive global tourism destination.
She received a presentation on Tanzania's tourism sector from Tim Henshall, who handles tourism affairs at the High Commission, before holding separate discussions with representatives of the media and sports industries.
One of the meetings involved Craig Rix, chief executive of Gecko Publishing, with whom she explored opportunities to promote Tanzania through the company's publications, including Travel Africa Magazine.
The proposed collaboration is expected to provide additional platforms for showcasing the country's tourism attractions to international audiences and strengthening its visibility in key source markets.
Dr Kijaji also met George Bartlam, partnership sales manager at English Premier League club Brentford FC, to discuss the possibility of using the football club as a platform to promote Tanzania.
Such partnerships could provide access to international audiences through the global reach of English football, although details of any proposed agreement were not disclosed.
The meetings were also attended by Patrick Mwakalobo, representing Tanzania's High Commissioner to the UK, and Tanzania Tourist Board (TTB) Director General Thereza Mugobi.
Tanzania is seeking to diversify its tourism marketing approaches by engaging international media, sports institutions and other influential organisations to reach potential visitors beyond traditional promotional channels.
The London meetings precede the WTM exhibition, one of the major international platforms bringing together tourism destinations, travel companies, tour operators and other industry players to explore business opportunities and partnerships.
The government hopes such engagements will strengthen Tanzania's position in the competitive global tourism market and contribute to increasing international visitor arrivals.