Tanzania’s Tourism Soars in 2024: Insights from the international visitors exit survey

Tourism in Tanzania continues to demonstrate resilience and growth, cementing its position as one of the country’s most vital economic sectors. The recently released 2024 International Visitors Exit Survey Report, prepared by the Ministry of Natural Resources and Tourism (MNRT) in collaboration with the Bank of Tanzania (BoT) and the National Bureau of Statistics (NBS), provides a detailed snapshot of visitor trends, spending patterns, and sector performance.

The findings not only highlight Tanzania’s achievements in the tourism sector but also offer crucial insights for policymakers, investors, and industry stakeholders. For the Tanzania Association of Tour Operators (TATO), this report is a strong validation of ongoing efforts to promote sustainable tourism, diversify visitor experiences, and improve the sector’s overall competitiveness.

Growth in Visitor Arrivals and Earnings

One of the most striking highlights from the 2024 international visitors exit survey is the significant increase in international tourist arrivals. Tanzania welcomed 2,200,466 visitors, representing a 17.5% increase compared to 2023. This robust growth reflects the country’s improved global visibility, stronger airline connectivity, and enhanced marketing efforts by both government and private sector stakeholders.

Equally impressive is the surge in tourism earnings, which reached USD 3.4 billion in 2024. This marked increase underscores tourism’s growing role as a key foreign exchange earner for Tanzania, outpacing traditional sectors and solidifying its place as a cornerstone of the national economy.

For Tanzania, these figures not only represent raw numbers but also signal the sector’s recovery trajectory after the global disruptions of the COVID-19 pandemic.

Source Markets: Who is Visiting Tanzania?

The international visitors exit survey identified the top five international markets contributing to visitor arrivals in 2024:

1. United States
2. France
3. United Kingdom
4. Germany
5. Italy

Together, these countries reflect the strength of Tanzania’s brand in North America and Europe, markets known for long-haul travelers who tend to spend more and stay longer.

However, the report also highlights the emergence of regional African markets and growing interest from Asia, signaling the potential for further diversification. This trend suggests that Tanzania must continue investing in tailored marketing strategies to tap into these expanding segments.

Why Tanzania? Visitor Motivations

The report confirms that tourists choose Tanzania primarily for its world-renowned wildlife, pristine landscapes, and rich cultural heritage. Iconic destinations such as:

• Serengeti National Park – famous for the Great Migration, a natural spectacle unmatched anywhere in the world.
• Ngorongoro Conservation Area – home to the Ngorongoro Crater, a UNESCO World Heritage Site with a high density of wildlife.
• Mount Kilimanjaro National Park – Africa’s highest peak and a magnet for adventure seekers.
• Zanzibar Archipelago – celebrated for its beaches, spice plantations, and historical sites.

The international visitors exit survey also notes rising demand for the Southern Tourism Circuit, particularly Nyerere National Park (formerly Selous), Ruaha National Park, and the Udzungwa Mountains. These destinations appeal to travelers seeking quieter, less crowded experiences, aligning with global trends toward sustainable and off-the-beaten-path tourism.

Visitor Spending and Sta

Spending and length of stay remain key indicators of tourism’s economic impact.

• Average spending per visitor: USD 1,590
• Average length of stay: 11 nights

These figures highlight the value of Tanzania’s tourism product. Long-haul travelers, who make up the bulk of visitors, typically seek immersive experiences—safaris, cultural tours, beach holidays—that contribute more per capita to the economy.

Tourism’s Contribution to the Economy

According to the international visitors exit survey, tourism continues to be one of Tanzania’s largest contributors to the economy, accounting for over 17% of GDP. In Zanzibar, the sector contributes nearly 30% of the island’s GDP, making it the single most important economic activity.

Tourism also plays a crucial role in employment, supporting over 1.5 million jobs directly and indirectly. This includes safari guides, drivers, hotel staff, artisans, and small-scale entrepreneurs whose livelihoods depend on a vibrant tourism industry.

TATO’s Role in the Sector’s Success

The Tanzania Association of Tour Operators (TATO), representing the country’s tour operators, has been at the forefront of ensuring that this growth is sustainable, inclusive, and impactful. The international visitors exit survey results are a testament to TATO’s advocacy and initiatives across several key areas:

1. Advocacy and Lobbying

TATO continues to champion policies that support the ease of doing business for tourism operators. This includes lobbying for better tax structures, improved licensing procedures, and infrastructure development to open up less-visited circuits.

2. Research and Marketing

By promoting Tanzania at global tourism fairs such as ITB Berlin, Afrca’s Travel Indaba, MATKA ,FITUR and Karibu-Kili Fair, TATO amplifies the country’s visibility in key source markets. Marketing efforts focus not only on the Northern Circuit but also on diversifying interest toward the Southern Circuits and Western Circuits, reducing overdependence on Serengeti and Kilimanjaro.

3. Training and Capacity Building

Professionalism in safari guiding has been a top priority. In May 2025, TATO facilitated training for over 1,000 safari driver guides, equipping them with skills on safety, guest experience, and ethical conduct. This aligns directly with the report’s findings that high service quality is a driver of repeat visitation.

4. Information Sharing and Collaboration

TATO works closely with government agencies, conservation bodies, and international partners to keep members informed and engaged. The international visitors exit survey itself is a critical tool that TATO encourages members to study, as it provides valuable insights into market dynamics and customer expectations.

Challenges Highlighted in the Report

Despite the positive trajectory, the survey also flagged several challenges that require collective attention:

• Infrastructure Gaps: Limited road and air connectivity to Southern and Western circuits remain a barrier to diversification.
• Policy Uncertainty: Frequent regulatory changes, especially around foreign exchange usage, create operational challenges for tour operators.
• Conservation Pressures: Rising visitor numbers must be carefully managed to prevent negative impacts on fragile ecosystems.
• Global Competition: Tanzania must continue differentiating itself from regional competitors like Kenya, South Africa, and Botswana.

TATO remains committed to working with the government and stakeholders to address these issues, ensuring Tanzania retains its competitive edge.

Looking Ahead

The 2024 International Visitors Exit Survey Report provides clear evidence that Tanzania’s tourism industry is not only recovering but thriving. The challenge now is to sustain this momentum by addressing bottlenecks, strengthening partnerships, and maintaining a focus on responsible tourism.

For TATO, the priorities moving forward include:

• Expanding advocacy for improved infrastructure in underdeveloped circuits.
• Enhancing digital marketing to capture younger and emerging markets.
• Reinforcing training programs to maintain Tanzania’s reputation for professional guiding services.
• Promoting eco-tourism and green investments to align with global sustainability trends.

Conclusion

The 2024 international visitors exit survey has reaffirmed what many in the industry already know: Tanzania is one of the world’s premier destinations for wildlife, adventure, and culture. With over 2.2 million visitors, USD 3.4 billion in earnings, and a 17.5% growth rate, the tourism sector is stronger than ever.

As the umbrella body for tour operators, TATO celebrates this achievement while recognizing the work still ahead. Protecting natural assets, supporting local communities, and promoting responsible tourism remain at the core of the industry’s mission.

TATO extends gratitude to its members, the Government of Tanzania, conservation partners, and all stakeholders who continue to make this success possible. Together, we can ensure that Tanzania’s tourism not only thrives today but also creates a sustainable legacy for generations to come.