Tanzania's tourism industry is being urged to diversify its attractions beyond the established northern circuit to attract investment, increase earnings, and spread economic benefits to more communities. The call was made by Shigeki Komatsubara, Resident Representative of the United Nations Development Programme (UNDP) in Tanzania. He cited limited access to finance, infrastructure gaps, and inadequate marketing as barriers to diversification.
According to Komatsubara, promoting lesser-known destinations, including forests, mountains, and chimpanzee habitats, could attract visitors seeking experiences beyond wildlife safaris. This would enable Tanzania to tap into the growing demand for ecotourism and cultural tourism. The UNDP representative made these remarks during the launch of a Multi-Stakeholder Dialogue Platform in Arusha, organised by the Institute of Accountancy Arusha (IAA) and UNDP Tanzania.
Tourism is a significant contributor to Tanzania's economy, accounting for about 17 percent of the country's gross domestic product. In 2025, the sector generated $4.41 billion, with international arrivals reaching approximately 2.29 million. However, stakeholders believe that the sector's potential can be further unlocked by developing new tourism products and improving destination marketing.
Professor Eliamani Sedoyeka, Rector of IAA, identified destinations such as Katavi, Ruaha, and Nyerere national parks, as well as areas around Lake Tanganyika, as having potential to attract more visitors. He called for improved access to capital, reliable telecommunications, and investment in cultural heritage, ecotourism, cruise tourism, conferences, and business travel.
The government has expressed its readiness to work with stakeholders to develop new tourism products, improve destination marketing, and attract investment. Foreign Affairs and East African Cooperation Minister Mohamed Thabit Kombo said that the government was committed to supporting the growth of the tourism sector.
Tourism stakeholders, including Tim Mdinka, have suggested that Tanzania should use international conferences and sporting events, such as the Africa Cup of Nations, to promote attractions beyond wildlife tourism. This would help to showcase the country's diverse tourism offerings to a wider audience.
The Multi-Stakeholder Dialogue Platform brings together government, businesses, universities, development partners, and communities to identify barriers and recommend measures to diversify the sector. The platform aims to promote sustainable tourism practices and increase the sector's contribution to Tanzania's economy.
Key points
- Tanzania's tourism sector generated $4.41 billion in 2025.
- UNDP urges Tanzania to develop lesser-known destinations.
- Tourism contributes 17 percent of Tanzania's GDP.
