Inbound tourism continues to benefit from promotional campaigns
Travel and tourism in Tanzania has grown substantially in economic importance. Despite the slow pace of global economic recovery, inbound tourism flows continued to record strong growth in arrivals in 2011. This positive performance can be attributed to vigorous promotional campaigns abroad by the Tanzania Tourist Board (TTB), through international travel fairs and trade missions. The marketing campaigns have helped the country to build a strong global brand image. The growth in arrivals can also be explained by the improvement of tourist attractions and sociopolitical stability in the country.
Tanzania seeks ways to diversify tourist source markets
The Tanzanian government has been embarking on measures to diversify its tourism source markets and product offerings. It aims to reduce the overreliance on traditional markets, such as the UK and the US, which continue to experience the effects of economic recession. In a bid to remain competitive and attractive to potential tourists, the government has launched a new tourism campaign, “Think Asia”, with an eye to tapping into the growing Asian outbound travel market. Looking at wooing tourists from emerging markets in China, India and Russia, the government is also promoting Tanzania’s tourism through its foreign missions and embassies in these countries. This initiative should provide a further boost to the number of overseas arrivals.
Domestic tourism benefits from the new marketing strategy
Domestic tourism in Tanzania is growing rapidly. In the forecast period, the country has witnessed a significant increase in the number of locals visiting tourist attractions. This is thanks to initiatives by the TTB to encourage residents to visit tourist destinations in the country. The TTB has embarked on an innovative strategy to develop domestic tourism and attract more local tourists, promoting live musical performances and campaigning in schools to encourage student tours of tourist attractions. Domestic tourism is also being promoted by the distribution of promotional materials, such as CDs, DVDs and brochures, to locals and displaying them at national tourism fairs. With continuous promotion, domestic tourism has huge potential to develop into an important part of Tanzania’s travel and tourism industry.
The arrival of budget airline Fly540 provides more competition
Competition in air transportation in Tanzania has been heating-up since the arrival of the low cost regional airline Fly540. The airline operates scheduled domestic and regional flights from its main base in Nairobi, Kenya. It has recently launched flights on Tanzania’s lucrative routes to Dar es Salaam, Mwanza and Kilimanjaro; it reportedly offered fares that were around 50% lower than those demanded by competitors. The entry of a low cost carrier has given airline passengers the opportunity to travel at prices much lower than before. This has also forced regional competitors to go on marketing offensives in a bid to attract more customers. The airline is targeting continued growth in the underserved African market, and it plans to embark on an ambitious regional expansion strategy.
Travel and tourism has strong growth potential
Tanzania’s prosperous travel and tourism industry has high growth potential. Thus it may improve its status as a preferred tourist destination in the forecast period. The country is the second major economic power house in East Africa, after Kenya, and with the growing economic importance of travel and tourism, the government is committed to supporting the industry’s development. The TTB is working to make travel and tourism in Tanzania more competitive. It plans to initiate measures to rebrand the country’s tourism image so as to attract more visitors. While tourist numbers are expected to increase on the back of new promotional strategies by the TTB, Tanzania needs to continue improving its travel and tourism infrastructures. This is necessary to propel economic growth as well as stimulate development.
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