Dar es Salaam. Stakeholders in the hospitality and tourism industries have highlighted the growing role of food, wine and cultural experiences in strengthening Tanzania’s position as a tourism destination.
The remarks were made during a South African wine engagement event held in Dar es Salaam, where industry representatives said hospitality experiences are increasingly influencing how tourists choose destinations and spend during their visits.
Africa Market Manager for Wines of South Africa, Matome Mbatha, said Tanzania’s improving tourism infrastructure, expanding hospitality sector and growing urban lifestyle scene are creating opportunities for the country to attract more international visitors.
He said experiences that combine food, wine, culture, music and nightlife are becoming important contributors to tourism growth globally and could strengthen Tanzania’s competitiveness in the sector.
Mbarata noted that the organization has been working in Tanzania for the past five years with hotels, restaurants, importers and distributors to promote wine culture and improve service standards within the hospitality industry.
Part of the initiative includes training hospitality workers and restaurant staff on wine knowledge and customer service to improve visitors’ dining experiences.
According to him, Wines of South Africa has also introduced educational masterclasses and free online wine courses aimed at improving professional skills among hospitality workers and creating employment opportunities for young people entering the industry.
He said East Africa is emerging as an important wine-consuming region, with Tanzania becoming one of the fastest-growing markets due to increased tourism activity and the expansion of modern hospitality services.
Meanwhile, South Africa’s Chargé d’Affaires in Tanzania, Frans vaw Aardt, said tourism and hospitality events help deepen cultural and economic ties between countries by creating opportunities for interaction, trade and investment.
He said cooperation between Tanzania and South Africa continues to expand across sectors including tourism, mining, banking and telecommunications, supported by a shared vision for economic growth and regional development.
The event, held at Delta Hotel in Dar es Salaam, formed part of the Wines of South Africa East Africa tour, which aims to connect wine producers, hospitality operators and consumers across the region.
