A new report from the Bank of Tanzania (BoT) confirms that the travel and tourism sector, which led in foreign exchange earnings in 2024, has started 2025 with remarkable growth, reaching a record-high revenue of $3.927 billion.
The BoT’s January 2025 statistics indicate that tourism contributed 56.8% of total service exports and accounted for 24.1% of all foreign exchange earnings derived from both goods and services.
This places tourism ahead of the mining sector, which generated $3.5 billion, and transportation, which earned $2.4 billion.
Dr. Hassan Abbasi, Permanent Secretary at the Ministry of Natural Resources and Tourism, attributed this success to strategic marketing initiatives spearheaded by President Samia Suluhu Hassan.
“The foundation was laid in 2022 when our President strategically promoted Tanzania through ‘Tanzania: The Royal Tour’ documentary. This film played a crucial role in boosting both domestic and international tourist arrivals in our key markets,” Dr. Abbasi stated.
He further highlighted another milestone achieved in 2024 when President Samia participated in the production of ‘Amazing Tanzania,’ a promotional film targeting China, one of the world’s largest tourism markets.
“This film was launched in Beijing, and by December, it had attracted over 20,000 tourists from China alone,” he added.
Dr. Abbasi emphasized the role of private sector partnerships in amplifying tourism marketing efforts. “We have intensified two key promotional strategies. The first is ‘Roadshows,’ where we engage face-to-face with tourism stakeholders in foreign markets. In 2024, we visited China, India, Germany, the UK, and Poland, and this initiative will continue in 2025.”
Another vital approach involves hosting familiarization trips (‘Fam Trips’) for travel agents, journalists, and influencers to experience Tanzania firsthand.
“For instance, PSG football star Achraf Hakimi visited Tanzania, and his social media posts reached millions. Additionally, top female celebrities from China filmed ‘Divas Hit the Road’ here, which was watched by 1.2 billion people globally.”
Looking ahead, Dr. Abbasi assured that Tanzania will sustain its momentum in tourism promotion. “In 2025, we will not lower our standards. Soon, global icons, including a renowned football club owner, will visit Tanzania. The work continues.”
With these strategic efforts, Tanzania’s tourism sector is set to maintain its position as the leading contributor to the nation’s foreign exchange earnings, reinforcing its vital role in the country’s economic growth.