Tanzania’s tourism industry has been challenged to improve the quality of visitor experiences by equipping tour guides with deeper knowledge of the country’s attractions and tourism products ahead of the 2027 Africa Cup of Nations (AFCON).
Ngorongoro Conservation Area Authority (NCAA) Conservation Commissioner Dr Abdul-Razaq Badru said tour guides were a critical link between tourist attractions and visitors, making their knowledge and professionalism central to the country’s tourism competitiveness.
Speaking at the Northern Tanzania Safari Guides Society (NTSGS) annual elective general meeting, Dr Badru urged guides to make continuous learning part of their profession, saying visitors expected accurate and detailed information about the places they visited.
He said the quality of information provided by guides influenced tourists’ experiences and the value they derived from the services they paid for, potentially determining whether they would return to Tanzania.
“A person searching for knowledge never gets tired, especially considering that tour guides are an important link between tourist attractions and visitors,” he said.
Dr Badru said tourism was among the major contributors to Tanzania’s economy, adding that sustaining its growth required coordinated efforts from all stakeholders, including professional tour guides.
He said NCAA, working with the Ministry of Natural Resources and Tourism, would continue organising capacity-building programmes to improve guides’ professional skills and knowledge.
The training would include special programmes ahead of the peak tourism season and AFCON 2027, when Tanzania expects increased international attention and opportunities to showcase its tourism attractions.
The commissioner’s call comes as the country prepares to use major international events to strengthen its tourism profile, placing greater emphasis on the quality of services offered to visitors.
For tour guides, the challenge is not only to take visitors to attractions but also to provide credible information that enhances their understanding of Tanzania’s natural and cultural heritage.
NTSGS chairman Angelbert Aloyce Qorro said the association had, since its establishment in 2019, worked to strengthen professionalism in tour guiding and build cooperation with conservation institutions.
He said partnerships with conservation authorities were important in improving professional standards and supporting the development of the tourism sector.