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TATO Joins Forces with Netherlands Embassy and TAHA in High-Level Agriculture & Tourism Investors Dialogue

On June 19, 2025, the Embassy of the Kingdom of the Netherlands in Tanzania and The Government Of Tanzania in close collaboration with the Tanzania Association of Tour Operators (TATO) and the Tanzania Horticultural Association (TAHA), convened a pivotal Agriculture & Tourism Investors Dialogue in Arusha. The event brought together key stakeholders from both the agriculture and tourism sectors to explore synergies, share insights, and discuss opportunities for investment and collaboration across the two industries.

The dialogue was graced by distinguished leaders, including H.E. Wiebe de Boer, Ambassador of the Netherlands to Tanzania, Dr. Jacqueline Mkindi, CEO of TAHA, and Mr. Elirehema Maturo, Executive Director of TATO, who also played the role of moderator during agri-tourism themed discussions.

Showcasing the Power and Potential of Tourism

In his address, Mr. Maturo shed light on the immense economic value of Tanzania’s tourism sector, citing that:

  • Tourism generates over USD 3.9 billion in annual revenue.
  • The sector contributes over 25% of the country’s foreign currency earnings.
  • It ranks among the top three employers in Tanzania, after agriculture.
  • Tourism accounts for 17.2% of the mainland GDP and nearly 30% of Zanzibar’s GDP.
  • Importantly, 30% of Tanzania’s landmass is under protection, with tourism revenues directly financing conservation efforts.
TATO Executive Director Mr Elirehema Maturo, Speaking at the Agri-Tourism Dialogue

Vision for the Future: Resilient and Inclusive Growth

Addressing the audience, Mr. Maturo outlined a forward-looking growth strategy for the tourism sector. This includes:

  1. Building a sustainable and resilient tourism model, one that is environmentally conscious and inclusive—creating opportunities for women and youth.
  2. Improving the investment climate in Tanzania to support innovation and long-term business confidence.
  3. Enhancing Tanzania’s global competitiveness by reducing the cost of doing business, which in turn lowers product pricing and increases market access.

Emphasis on Diversification and Strategic Planning

Mr. Maturo emphasized the need to diversify Tanzania’s tourism offering, moving beyond the famed Northern Circuit and Zanzibar. He called for:

  • Strategic development of the Western and Southern Circuits,
  • Product diversification to appeal to new segments and emerging markets,
  • Geographical diversification to reduce pressure on frequently visited sites, and
  • Logical investment incentives to encourage growth in underdeveloped regions.

He also strongly advocated for greater private sector involvement in the early planning stages of tourism development, ensuring that policies and projects are grounded in operational realities and market demands.

H.E. Wiebe de Boer, Ambassador of the Netherlands to Tanzania at the Agri-Tourism Dialogue

Protecting What Makes Tanzania Unique

In conclusion, Mr. Maturo cautioned that while growth is welcome, Tanzania must preserve the very essence that draws visitors to its shores. He highlighted the importance of retaining the wilderness character and beauty of iconic destinations like Serengeti, Ngorongoro, Kilimanjaro, and Zanzibar. With tourism arrivals expected to increase, managing site capacity and visitor flow responsibly will be crucial to avoid degradation and ensure long-term sustainability.

He echoed the global sentiment that tourism remains one of the most important economic sectors, employing 1 in every 10 people globally, and thus deserves robust strategic planning and policy support.

As moderator of the agri-tourism panel discussions, Mr. Maturo facilitated meaningful exchanges on how agriculture and tourism can intersect, particularly in areas like farm-to-table experiences, eco-tourism, and rural development—demonstrating once again TATO’s commitment to broadening the impact of tourism beyond conventional borders.

TATO extends its gratitude to the Embassy of the Kingdom of the Netherlands and TAHA for this strategic partnership. We remain committed to advocating for an inclusive, resilient, and competitive tourism sector that delivers value to both investors and communities across Tanzania.

For more information or partnership inquiries, please contact us at info@tatotz.org / tato@cybernet.co.tz

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