The Ngorongoro Conservation Area Authority (NCAA) has continued to excel in the field of communication and public relations, winning the 2024 Public Relations Society of Tanzania (PRST) Excellence Award for its innovative campaign, “Merry & Wild: Ngorongoro Awaits.
” The campaign, aimed at promoting domestic tourism during the year-end season, achieved a historic milestone by attracting more domestic tourists than international visitors for the first time since the establishment of NCAA.
From December 4, 2024, to January 4, 2025, a total of 44,386 domestic tourists visited the Ngorongoro Conservation Area, compared to 35,837 during the same period the previous year (2023/24). This marks an increase of 8,549 tourists, representing a 24% rise, highlighting the significant success of the campaign.
The campaign focused on showcasing Ngorongoro's unique attractions through a participatory approach, digital creativity, and social media influence, engaging youth, families, and specific social groups.
Among the groups inspired by the campaign were people from various regions, including Dodoma, Arusha, Singida, Kilimanjaro, Dar es Salaam, Tabora, Tanga, Manyara, and Zanzibar.
In addition to this institutional achievement, the Acting Public Relations Manager of NCAA, Hamis Dambaya, emerged as the winner of the 2024 Tanzania Public Relations Gold Star Award.
This prestigious award recognizes public relations professionals who have made significant contributions to demonstrating excellence in strategies, creativity, and positive impact on society through their profession.
Speaking on behalf of the NCAA Commissioner for Conservation, Dr. Elirehema Doriye, the Acting Public Relations Manager expressed gratitude to the board of directors and management for their support in strengthening efforts to educate the public and boost domestic tourism.
“Collective efforts in ensuring that Ngorongoro employs all methods to promote itself stem from the strength of our board and management.
Being recognized as one of the best public relations officers in Tanzania is a great honor, and it is gratifying to see the board and management nurturing my growth,” said Dambaya.
The PRST Awards aim to recognize and celebrate excellence in strategic communication within both public and private sectors in Tanzania.
This year, NCAA has set an outstanding example of how public institutions can creatively use communication to achieve development goals and preserve national heritage.