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Tanzania eyes UK’s $102 billion outbound tourist market

High Commissioner Mbelwa Kairuki has vowed to double tailor-made marketing campaigns as he seeks to woo 100,000 tourists from the UK in 2024, up from 70,000 in 2023, in his latest efforts to pursue economic diplomacy.

The Tanzania Embassy in the United Kingdom has developed a strategy to increase the number of British tourists visiting Tanzania. High Commissioner Mbelwa Kairuki met with the Tanzania Association of Tour Operators (TATO) to brainstorm ways to promote Tanzania's many tourist attractions to the lucrative UK travel market.

The UK is Europe's second largest outbound tourism market, with over 93 million trips made by Britons in 2019 alone. Optimistic projections suggest 86.9 million UK outbound trips could occur by 2024. To capitalize on this potential, Ambassador Kairuki has set a target of attracting 100,000 UK tourists to Tanzania in 2024, up from 70,000 in 2023.

Specific plans include strategic roadshows in the UK and Ireland to showcase Tanzania's offerings and enhanced participation for Tanzanian tourism companies in the 2024 World Travel Market event in London.

Additionally, the embassy has established a dedicated tourism marketing desk and hired a seasoned marketing expert well-versed in the UK market. This expert will spearhead campaigns to build consumer confidence in Tanzania as a destination, promote lesser-known attractions, dispel pricing misperceptions, and educate UK travel agents.

The CEO of TATO strongly praised Ambassador Kairuki's innovative initiatives and committed the association's 300+ member tour operators to collaborating closely with the embassy. By combining their efforts, TATO aims to position Tanzania to capture a larger portion of the expected $102 billion UK outbound travel spending in 2024.

With its unparalleled wildlife and beach offerings anchored by the legendary Serengeti, Mt Kilimanjaro, Zanzibar, and Ngorongoro Crater, Tanzania possesses tremendous long-term potential in the vital UK tourism market.

Mr Kairuki stated plans included promoting in the UK via roadshows and participate in November's WTM to increase visitor numbers from the UK.

Source : The Citizen


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