London. Tanzania has stepped up efforts to attract more British tourists by engaging UK-based travel agencies following the successful conclusion of the My Tanzania Roadshow 2025.
The tourism promotion campaign was taken across Germany, Belgium, the Netherlands and the United Kingdom.
Tanzanian institutions under the Ministry of Natural Resources and Tourism have this week held strategic discussions with UK-based travel agencies specialising in Tanzanian tourism.
The meeting, held in London, sought to enhance collaboration and address challenges faced by tour operators in promoting Tanzania as a premier travel destination.
The engagement brought together 15 UK-based travel agencies selling Tanzanian tourism packages, alongside officials from the Tanzanian High Commission in the UK and representatives from the Tanzania Tourist Board (TTB), Tanzania National Parks (Tanapa), and the Ngorongoro Conservation Area Authority (NCAA).
The discussions focused on updating the agencies on Tanzania’s tourism developments, new tourism products, and government efforts to improve infrastructure within and around the country’s national parks and conservation areas.
“These discussions have provided an opportunity for our institutions to understand the specific needs and expectations of the UK market. They have also allowed us to address the challenges faced by tour operators and explore ways to enhance the overall experience for visitors to Tanzania,” TTB’s Marketing Director, Mr Ernest Mwamwaja, said after the meeting.
The Tourism Officer at the Tanzanian High Commission in the UK, Mr Tim Henshall, presented findings from a recent study on Tanzania’s tourism performance in the UK market.
The research revealed key insights, including preferred destinations for British tourists, how they access information about Tanzania, and their perceptions of the quality of attractions and services.
The findings are expected to guide future marketing strategies tailored to the UK audience.
On her part, Assistant Commissioner for Conservation and Head of Business Development at Tanapa, Ms Jully Lyimo, outlined efforts to diversify Tanzania’s tourism offerings and expand the geographical reach of its attractions.
She emphasised Tanapa’s commitment to developing new tourism products and improving visitor experiences across the country’s national parks.
Meanwhile, Senior Conservation Officer for Tourism at NCAA, Mr Iddi Mavura, highlighted ongoing initiatives to upgrade tourism infrastructure within the Ngorongoro Conservation Area.
He also discussed plans to introduce new tourism products aimed at attracting a wider range of visitors and reducing overcrowding at popular sites.
During the meeting, the Tanzanian delegation also urged the UK-based agencies to support Tanzania’s nominations in the World Travel Awards (WTA).
The country has been shortlisted in several categories, reflecting its growing reputation as a world-class tourism destination.
The collaboration between Tanzanian tourism bodies and UK travel agencies is expected to strengthen Tanzania’s position in the competitive UK market, ultimately driving an increase in visitor numbers from the region.
With its rich wildlife, stunning landscapes, and ongoing improvements in tourism infrastructure, Tanzania remains a top choice for British travellers seeking unforgettable African adventures.
