TATO Participation at FITUR Madrid 2026 | Strengthening Tanzania’s Global Tourism Presence
The Tanzania Association of Tour Operators (TATO) is pleased to announce its participation in FITUR Madrid, one of the world’s leading international tourism trade fairs, taking place from 21st to 25th January in Madrid, Spain. This strategic engagement forms part of TATO’s ongoing commitment to promoting Tanzania as a world-class tourism destination while strengthening international partnerships that support professionalism, safety, and sustainability across the sector.
FITUR provides a powerful global platform that brings together tourism boards, tour operators, travel agents, airlines, hospitality providers, and buyers from more than 160 countries. TATO’s presence at this prestigious event underscores its role as the unified voice of Tanzania’s tour operators and a key driver of industry standards and market access.
Strategic Collaboration and Industry Support
TATO extends its sincere appreciation to Tanganyika Wilderness Camps (TWC) for their generous support in facilitating TATO’s participation at FITUR Madrid. Through this partnership, TWC has provided TATO with an exhibition wall/stand and desk on a free-of-charge basis, enabling the Association to engage effectively with international stakeholders and showcase its mandate and member value.
This collaboration highlights the strength of public-private partnerships within Tanzania’s tourism sector and reflects a shared commitment to promoting the destination collectively rather than competitively. Such industry unity is essential in reinforcing Tanzania’s positioning in global markets.
The Chief Executive Officer of TATO, Mr. Elirehema Maturo, will be present at the stand throughout the exhibition, representing the Association and engaging directly with exhibitors, buyers, and travel trade professionals. His presence ensures consistent messaging and provides an opportunity to articulate TATO’s role, achievements, and strategic priorities to the international market.
Objectives of TATO’s Participation at FITUR Madrid
TATO’s participation at FITUR Madrid is guided by clear strategic objectives aligned with its mandate of advocacy, quality assurance, and destination promotion.
A key focus of the engagement is to introduce TATO and its Members to international exhibitors, travel agents, tour operators, and buyers. By creating awareness of TATO’s membership base, the Association aims to open new market opportunities for Tanzanian tour operators while fostering direct business-to-business connections.
Another major objective is to promote the TATO Safari Guiding Code of Conduct & Ethics, a flagship initiative that sets professional standards for tour operations and safari guiding in Tanzania. The Code, which is currently available in nine international languages, reflects Tanzania’s commitment to ethical tourism, responsible wildlife interaction, environmental conservation, customer safety, inclusiveness, and respect for local cultures. FITUR provides an ideal platform to showcase this globally recognized framework and position Tanzania as a destination that prioritizes quality and integrity.
TATO will also use the platform to emphasize the importance of international buyers and travel agents working exclusively with TATO Members. This message is critical in safeguarding tourists, ensuring compliance with national regulations, and maintaining high service standards across the tourism value chain. Working with TATO Members guarantees professionalism, accountability, and adherence to best practices, factors that are increasingly important in today’s competitive and risk-aware travel market.
Promoting Responsible and Professional Tourism
TATO’s engagement at FITUR Madrid goes beyond marketing. It is also a platform for advocating responsible tourism practices that balance economic growth with conservation and community well-being. Tanzania’s tourism success is deeply rooted in its natural heritage, and TATO continues to champion tourism models that protect wildlife, support local communities, and enhance visitor experiences.
By engaging directly with international stakeholders, TATO reinforces the message that Tanzania’s tourism industry is organized, regulated, and committed to continuous improvement. This approach not only builds trust but also enhances the country’s global competitiveness as a safe and reliable destination.
Strengthening International Partnerships
Participation at FITUR Madrid provides an opportunity to deepen existing partnerships and establish new collaborations that support tourism growth, investment, and innovation. TATO remains committed to building long-term relationships with international tour operators, travel platforms, and destination partners that align with Tanzania’s tourism values and development goals.
Such engagements are particularly important in diversifying source markets, expanding off-peak travel, and promoting lesser-known tourism circuits, all of which contribute to a more resilient and inclusive tourism economy.
Looking Ahead
As TATO prepares for FITUR Madrid, the Association looks forward to a productive and impactful engagement that will further elevate Tanzania’s presence on the global tourism stage. Through strategic partnerships, strong representation, and clear messaging, TATO continues to position itself as a trusted partner for international buyers and a strong advocate for its members.
TATO remains confident that participation at FITUR Madrid will contribute meaningfully to strengthening partnerships, promoting ethical tourism, and reinforcing Tanzania’s reputation as a premier, professional, and responsible tourism destination.
