DAR ES SALAAM – Tanzania’s international tourist arrivals have risen by more than 130% since 2021, fuelled largely by high-profile promotional films led by President Samia Suluhu Hassan, the government said, marking one of the fastest tourism recoveries in East Africa after the COVID-19 slump.
International visitors increased to 2.14 million in 2024 from 922,692 in 2021, tourism minister Ashatu Kijaji said, crediting campaigns such as The Royal Tour and Amazing Tanzania with boosting the country’s visibility in key global markets, including North America and Europe.
The rebound has pushed Tanzania close to its pre-pandemic peak, when arrivals stood at about 1.5 million in 2019, according to official data.
Unlike many destinations that focused on regional travel during the recovery, Tanzania has leaned heavily on destination branding and political diplomacy to re-enter long-haul markets.
Speaking to journalists at Mikumi National Park in Morogoro region, Kijaji said domestic tourism had also expanded sharply, with local visitor numbers climbing to 3.22 million in 2024 from 788,933 three years earlier.
Officials say the growth reflects rising incomes, improved transport infrastructure and sustained government campaigns encouraging Tanzanians to visit national parks and heritage sites.
Total tourist visits nationwide now exceed 5.3 million, representing growth of more than 116% over the period. Kijaji added that arrivals in 2025 were already up 9% compared with last year, signalling continued momentum despite global economic uncertainty.
Tourism remains a cornerstone of Tanzania’s economy, contributing about 25% of foreign exchange earnings and roughly 17.2% of gross domestic product, according to official statistics.
The sector is also one of the country’s largest employers, directly and indirectly supporting hundreds of thousands of jobs in transport, hospitality, conservation and related services.
The government is seeking to sustain growth by diversifying beyond traditional wildlife safaris, which account for the bulk of tourism revenue.
New focus areas include meetings, incentives, conferences and exhibitions (MICE), beach and marine tourism along the Indian Ocean coast and islands, and historical and heritage tourism linked to the country’s cultural sites.
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Sports tourism, cultural tourism and ecotourism are also being developed to spread benefits more evenly across regions and reduce pressure on flagship parks.
Analysts say infrastructure investment has been critical to the sector’s expansion.
Morogoro regional commissioner Adam Malima said improved road networks and the standard gauge railway had helped turn the region into a hub for domestic tourism by reducing travel times and costs.
Morogoro hosts Mikumi, Udzungwa and Nyerere national parks, the Wami Mbiki game reserve and several historical sites.
Malima said new investment opportunities had been identified in parts of Mvomero and Kilosa districts, particularly in accommodation and leisure facilities, and called for greater promotion by the tourism ministry.
Despite the strong recovery, officials acknowledge challenges remain, including the need for skilled labour, environmental protection and continued investment to ensure growth is sustainable as visitor numbers rise.
