LONDON, UNITED KINGDOM: Tanzania is stepping up its international tourism promotion campaign at the World Travel Market (WTM) London, with more than 30 Tanzanian tourism companies participating in the global travel exhibition to promote the country's attractions, expand business partnerships and attract more international visitors.
Minister for Natural Resources and Tourism, Hon. Dr Ashatu Kijaji, has encouraged Tanzanian tourism stakeholders to use the international platform to strengthen the country's visibility, establish new commercial relationships and showcase the diversity of tourism experiences available across Tanzania.
Accompanied by ministry officials and tourism board leaders, Dr Kijaji met and encouraged the participating companies, emphasising the importance of working collectively to position Tanzania as a competitive international destination.
Tanzania Targets Eight Million International Tourists
The Minister highlighted the importance of international tourism exhibitions in supporting Tanzania's ambition to attract eight million international visitors.
She urged tourism operators, travel agencies, tour companies, hotels and other industry stakeholders to take advantage of WTM London to engage international travel buyers, destination marketers, airlines and tourism investors.
The participation of more than 30 Tanzanian companies provides an opportunity to present tourism products directly to the international travel trade, build new business relationships and explore partnerships that can translate into increased visitor arrivals.
WTM London is an important meeting platform for the global travel industry, bringing together tourism destinations, travel companies, airlines, hospitality businesses, tour operators and other industry professionals.
More Than 30 Tanzanian Companies Showcase Tourism Products
More than 30 Tanzanian companies are participating in the exhibition, presenting tourism products and services to international buyers and industry professionals.
Their participation provides an opportunity to promote a broad range of experiences, including:
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Wildlife and safari tourism: Serengeti, Ngorongoro, Tarangire, Mikumi and other national parks.
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Mountain and adventure tourism: Mount Kilimanjaro, trekking, hiking and nature-based experiences.
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Beach and marine tourism: Zanzibar, Pemba, coastal destinations, diving and snorkelling.
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Cultural and heritage tourism: Stone Town, historical attractions, traditional communities and cultural experiences.
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Hospitality and accommodation: Hotels, lodges, camps, resorts and other tourism services.
By presenting these products to international travel buyers, Tanzanian companies can explore opportunities to secure partnerships with overseas tour operators, travel agencies, destination management companies and other businesses in the global tourism value chain.
WTM London Provides Access to Global Tourism Markets
The World Travel Market London is one of the major international platforms for the travel and tourism industry. The 2026 edition is taking place from 3 to 5 November at Excel London, bringing together tourism professionals, exhibitors and buyers from across the world.
The event's official information indicates representation from more than 180 countries, over 4,000 global exhibitors and more than 5,500 travel buyers, creating opportunities for business networking, destination promotion and industry collaboration.
For Tanzania, participation provides an opportunity to strengthen its presence in established source markets while exploring new markets for its tourism products.
Government and Tourism Leaders Support the Promotion Campaign
During her visit to the Tanzanian exhibition stand, Dr Kijaji was accompanied by several senior officials and tourism representatives, including:
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Joshua Nassari – Representative of the Parliamentary Standing Committee on Lands, Natural Resources and Tourism.
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Dr Hassan Abbasi – Permanent Secretary, Ministry of Natural Resources and Tourism.
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Dr Thereza Mugobi – Director General of the Tanzania Tourist Board (TTB).
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Patrick Mwakalobo – Representative of the Tanzanian Ambassador to the United Kingdom.
The delegation visited different stands occupied by Tanzanian participants and engaged with companies on their participation and the promotion of the country's tourism products.
Strengthening Tanzania's Position in the UK Market
The United Kingdom is an important market for Tanzania's tourism industry, particularly for safari holidays, mountain climbing, beach holidays and cultural experiences.
Through WTM London, Tanzania can engage travel professionals who influence holiday planning and destination selection for international travellers.
Stronger relationships with UK-based travel companies could create opportunities for Tanzanian tour operators, accommodation providers and other tourism businesses to expand their market reach.
The exhibition also allows Tanzania to communicate that its tourism offering extends beyond wildlife safaris. Visitors can combine the northern safari circuit with Mount Kilimanjaro, Zanzibar's beaches, historical attractions and community-based tourism experiences.
Building Partnerships to Achieve the Eight Million Tourist Target
Tanzania's ambition to attract eight million tourists is part of its longer-term tourism development agenda. The Minister has emphasised that achieving this target requires coordinated efforts by government institutions and private-sector stakeholders.
The target has also been discussed in the context of increasing tourism's contribution to the national economy and strengthening the country's international competitiveness.
Participation in WTM London provides one avenue for supporting this ambition through destination marketing, business networking, market diversification and the development of tourism partnerships.
For participating Tanzanian companies, the value of the exhibition will ultimately depend on converting the contacts and discussions established in London into commercial agreements, visitor bookings and long-term business relationships.
Tanzania Invites the World to Experience Its Unforgettable Attractions
The country's participation in WTM London reinforces the message that Tanzania offers a diverse range of experiences for international travellers.
From the Great Migration in Serengeti and the wildlife of Ngorongoro to the snow-capped summit of Mount Kilimanjaro, the beaches of Zanzibar and the country's rich cultural heritage, Tanzania has a wide tourism portfolio to present to the global market.
The Minister's message to Tanzanian tourism stakeholders is to use international platforms effectively, work together and establish new business relationships that can bring more visitors to the country.
As the global travel industry gathers in London, Tanzania is using the opportunity to strengthen its international visibility and invite more travellers to discover why the country is known as #TanzaniaUnforgettable.
