Dar es Salaam. In 2024, Tanzania celebrated a remarkable achievement in its tourism sector by welcoming a record-breaking 5.36 million tourists, surpassing the ambitious target of five million set for 2025.
This accomplishment underscores the country’s resilience and potential as a premier global destination, reflecting strategic efforts to rejuvenate the industry after the challenges posed by the COVID-19 pandemic in recent years.
The surge in tourism was marked by an impressive 3.22 million domestic tourists and 2.14 million international visitors, indicating a robust recovery and growing interest from both local and foreign travelers.
This announcement was made during a high-profile event in Dar es Salaam on Friday, January 31, 2025, where Minister for Natural Resources and Tourism, Ambassador Dr Pindi Chana, addressed stakeholders from various sectors, including travel companies, investors, and government officials.
A significant driver of this success has been President Samia Suluhu Hassan, who has actively worked to enhance Tanzania’s tourism profile through a range of initiatives.
Notably, the production of international documentaries like “Tanzania: The Royal Tour” and “Amazing Tanzania” has significantly boosted tourist arrivals and raised global awareness of the country’s attractions.
These efforts have effectively showcased Tanzania’s breathtaking landscapes and rich cultural heritage, positioning the nation as a desirable travel destination.
In addition to these documentaries, President Samia has emphasized promoting local events, such as the Kizimkazi Festival, further enhancing tourism appeal within the country.
During Friday’s event, Dr Chana acknowledged these contributions, stating, “Through Her Excellency President Samia Suluhu Hassan’s leadership, Tanzania has gained a larger footprint on the global tourism map.”
She further emphasized, “We are reaping the rewards of this hard work every day.”
The palpable excitement among attendees highlighted the critical role of tourism in the national economy, particularly in generating employment and fostering economic growth.
However, despite the impressive visitor numbers, the financial outcomes revealed a pressing challenge.
The tourism sector generated approximately $4 billion (about Sh9.9 trillion) in revenue, falling short of the ambitious target set by the ruling CCM party, which aims to reach $6 billion (about Sh14.9 trillion) by December 2025.
Dr Chana acknowledged this gap, emphasizing, “While we celebrate our visitor numbers, we must also focus on our revenue targets to ensure sustainable growth.”
This statement highlights the need for a balanced approach that prioritizes both visitor numbers and economic benefits.
Nassoro Juma Kuji, the Commissioner of Conservation for TANAPA, provided further context on the industry’s recovery trajectory.
He noted, “During the pandemic, we saw a drastic drop in numbers, with revenues plummeting to just Sh57 billion. However, initiatives like ‘The Royal Tour’ have revitalized our sector.”
His assertion underscores the vital role of targeted promotional campaigns in reviving the tourism industry, as evidenced by TANAPA’s revenue soaring to Sh411 billion in the fiscal year 2023/24.
This remarkable recovery points to the resilience of the sector and the effectiveness of the government’s marketing strategies.
The event also served as a platform for discussing future strategies, with Dr Chana emphasizing the necessity of continued collaboration among stakeholders to enhance Tanzania’s tourism offerings.
She pointed to the importance of promoting local events, improving infrastructure, and leveraging digital marketing to expand reach and engagement with potential visitors.
As the evening progressed, a shared vision emerged among attendees: to elevate Tanzania’s status as a leading tourist destination in Africa.
Mr Timotheo Mnzava, the Chairperson of the Parliamentary Standing Committee on Land, Natural Resources, and Tourism, articulated this sentiment, stating, “While we celebrate this milestone, our journey to achieving the financial target is crucial.” He added, “We must push forward to enhance our revenue streams.”
His comments reflect an understanding of the interconnectedness of visitor numbers and economic outcomes, underscoring the importance of a comprehensive strategy that aligns tourism growth with financial sustainability.
In a swift rejoinder, the Permanent Secretary of Natural Resources and Tourism, Dr Hassan Abbasi, affirmed that the Ministry is strategically positioned to ensure that revenue collections reach $6 billion by December this year.
“The government, through the Ministry of Natural Resources and Tourism, is committed to enhancing services, improving infrastructure, and expanding tourism markets to make Tanzania an even more favored global destination,” he insisted.
With a renewed sense of purpose, stakeholders departed the event inspired to advance the tourism agenda.
Tanzania stands at a pivotal juncture, where the interplay of natural beauty, rich culture, and dedicated leadership could propel it to unprecedented heights in the global tourism landscape.
As the nation embraces this opportunity, the future of Tanzanian tourism appears brighter than ever, promising sustainable growth and a wealth of experiences for visitors from around the world.
