TATO Meets with Tanzania Tourist Board (TTB) to Shape the New Strategic Plan 2026/27–2030/31

The Tanzania Association of Tour Operators (TATO) participated in a high-level engagement with the Tanzania Tourist Board (TTB) as part of the national stakeholder consultations for the formulation of the new TTB Strategic Plan 2026/27–2030/31. The session, attended by TATO Management and TTB planners, served as a collaborative platform to gather insights, recommendations, and practical perspectives from key industry actors who play a central role in marketing Tanzania as a world-class tourism destination.

The engagement marks a significant milestone in strengthening public-private partnerships within the tourism sector, ensuring that Tanzania’s strategic direction is informed by real market needs, emerging global trends, and on-the-ground operational realities.

A Collaborative Vision for the Future of Destination Tanzania

TTB embarked on a national exercise to review and modernize its strategic plan as part of its mandate to promote Tanzania domestically and internationally. The upcoming 2026/27–2030/31 Strategic Plan aims to:

• Modernize tourism marketing efforts
• Expand Tanzania’s visibility in global markets
• Strengthen destination competitiveness
• Diversify tourism products
• Align tourism growth with national development agendas
• Integrate sustainability, conservation, and community benefit mechanisms

Recognizing TATO’s central role in shaping the tourism landscape, Tanzania Tourist Board (TTB) convened the meeting to ensure that the voices of licensed tour operators are captured and integrated during the formulation of the new strategy.

TATO’s Key Submissions: Grounded in Experience, Driven by Vision

During the consultation, TATO shared extensive insights derived from decades of industry leadership and hands-on experience in safari operations, global marketing, product development, and visitor management.

1. Strengthening International Marketing and Brand Positioning

TATO emphasized the need for Tanzania Tourist Board (TTB) to significantly increase its digital presence, invest in high-impact promotional campaigns, and deepen partnerships with international travel platforms, airlines, and tourism associations.
Opportunities highlighted include strengthening Tanzania’s visibility in key markets such as:

• The United States
• European Union countries
• The Middle East
• India and Southeast Asia
• Emerging African markets

TATO also recommended renewing and scaling up familiarization trips (FAM trips), influencer collaborations, and destination storytelling initiatives.

2. Supporting Domestic Tourism Growth

While international arrivals remain the backbone of foreign exchange earnings, domestic tourism has gained strong momentum.
TATO encouraged TTB to:

• Promote low-season domestic travel packages
• Partner with youth associations, universities, and corporates
• Enhance park accessibility for residents
• Incentivize localized tourism entrepreneurs

This approach not only distributes tourism benefits more fairly but also deepens national appreciation for Tanzania’s natural and cultural heritage.

3. Enhancing Product Diversification to Reduce Northern Circuit Overdependence

TATO highlighted the urgent need for strategic marketing of the:

• Southern Tourism Circuit (Nyerere, Ruaha, Mikumi, Udzungwa)
• Western Circuit (Gombe, Mahale, Katavi, Kigosi)
• Coastal and Marine Circuit (Bagamoyo, Mafia, Tanga, Lindi)
• Lake Zone and Cultural Tourism Programs

Diversifying tourism circuits is critical not only to reduce overcrowding in the Northern Circuit but also to distribute economic benefits to underserved regions and communities.

4. Addressing Travel Advisory Image Challenges

TATO underscored the importance of proactive communication strategies that promote Tanzania’s safety, stability, and exceptional visitor experience.
Recommendations included:

• Rapid response teams to counter misinformation
• Coordinated messaging across government institutions
• Partnering with embassies and international media
• Highlighting positive tourism stories through global campaigns

Maintaining a strong global image is essential for sustaining visitor confidence.

5. Improving Data-Driven Tourism Planning

Tourism data is the backbone of strategic decision-making.
TATO proposed:

• Strengthening real-time tourism data systems
• Integrating TTB platforms with MNRT, TANAPA, NCAA, TAWA, and immigration systems
• Expanding visitor exit surveys
• Better data analytics on tourism spending, mobility patterns, and market behavior

Reliable data enhances marketing accuracy and investor confidence.

6. Strengthening Public-Private Partnerships (PPPs)

TATO commended the inclusive consultations and called for continued collaboration during implementation phases.
Areas identified for joint action include:

• Joint marketing missions
• Stakeholder capacity building
• Tourism standards improvement
• Conservation-tourism linkages
• Crisis communication management
• Tourism infrastructure and accessibility improvement

This partnership approach ensures that tourism strategies remain practical, impactful, and industry-aligned.

TATO’s Role in Shaping Tanzania’s Tourism Landscape

For over 42 years, TATO has been a champion of Tanzania’s tourism industry. Its work revolves around four core pillars:

Advocacy & Lobbying

TATO continuously engages government institutions on laws, taxes, regulations, and policies affecting tourism operations.

Research & Marketing

The Association supports destination promotion through data-driven strategies, international travel fairs, and collaborative branding.

Consultancy & Training

TATO empowers operators, guides, and SMEs through specialized training—including the Safari Guiding Code of Conduct & Ethics, customer service training, and compliance workshops.

Information Sharing & Stakeholder Coordination

TATO ensures that members are informed about emerging trends, global market shifts, and regulatory developments.

Through these pillars, TATO remains a trusted partner and a key influencer in shaping the direction of Tanzania’s tourism sector.

A Shared Commitment to Tanzania’s Tourism Future

The meeting between TTB and TATO marks an important step towards crafting a robust, modern, and globally competitive TTB Strategic Plan 2026/27–2030/31.
It reflects a shared understanding that tourism is not only a national pride—but a vital engine of economic growth, job creation, and foreign exchange earnings.

As the country continues to strengthen its tourism brand, expand its product offerings, and enhance visitor experiences, the partnership between Tanzania Tourist Board (TTB) and TATO will be central to shaping a thriving, sustainable, and resilient tourism future for Tanzania.

TATO extends its appreciation to the Tanzania Tourist Board for the inclusive engagement and reaffirms its commitment to contributing to every stage of the strategic plan’s development and implementation.