TATO in Berlin to promote TZ tourism

Daily News reporter

ARUSHA: A KEY player in Tanzania’s multi-billion tourism industry has deployed a high-profile mission to the

world’s premier travel show, ITB Berlin, to showcase the country’s rich cultural and wildlife heritage.

With 20 co-exhibitors, at ITB Berlin 2024, the Tanzania Association of Tour Operators (TATO) is gearing up to make a significant impact at the renowned travel trade show that opened yesterday to today.

With the tour operators who are esteemed members of TATO, the organisation is primed to shine a spotlight on the diverse and captivating tourism offerings of Tanzania while also establishing meaningful connections with industry professionals.

Positioned in Hall 21, Stand 109, the TATO exhibition is poised to be an energetic focal point, teeming with tour operators eager to showcase the splendour and cultural richness of Tanzania’s destination.

“We are thrilled to represent Tanzania at ITB Berlin 2024 and engage with fellow travel enthusiasts and industry stakeholders.

Our objective is not only to promote Tanzania as a premier travel destination but also to cultivate meaningful collaborations that benefit our members and the tourism industry at large” said Mr Sirili Akko, the CEO of TATO.

In addition to showcasing Tanzania’s diverse tourism offerings, TATO’s presence at ITB Berlin 2024 is also dedicated to promoting the destination to travel trade professionals through Familiarisation (FAM) trips.

Mrs Vesna Glamocanin Tibaijuka, TATO Board member, said: “We aim to empower travel trade professionals with the knowledge and experience they need to effectively promote Tanzania as a top-tier travel destination to their clients.

Through our FAM trips, participants will not only gain a deeper understanding of Tanzania’s attractions, but also forge invaluable connections with local operators”.

“Visitors and business professionals attending ITB Berlin are encouraged to visit the TATO stand to gain deeper insights into Tanzania’s tourism offerings and explore potential partnerships” she said.

Whether one seeks adventure in the wilderness or relaxation on pristine shores, Tanzania promises an unforgettable experience for every traveller.

From the legendary Serengeti National Park to the aweinspiring treks up the majestic Mount Kilimanjaro and the captivating beaches of Zanzibar, visitors can anticipate a captivating immersion in the natural marvels and heritage of the country.

“To those interested in connecting with team TATO and exploring partnership opportunities, this is an apt chance to uncover the enchantment of Tanzania and open up new horizons in the realm of travel and tourism” Mrs Tibaijuka expressed.

In 2023, tourist arrivals to Tanzania increased by 24.3 per cent to a record-breaking 1,808,205, from 1,454,920 tourists in 2022, 922,692 in 2021, and 616,491 in 2020.

Tanzania’s tourism receipts reached a record-high 3.4 billion US dollars in 2023, compared to 2.5 billion US dollars in 2022 and 1.3 billion US dollars in 2021.

The increase in tourist arrivals in 2023 was attributed to the rebound of travel activity post-Covid-19. Additionally, it was driven by the continued efforts of the Tanzanian government and TATO to promote tourism attractions within and outside the country.

In April 2022, Tanzania’s President Samia Suluhu Hassan unveiled “The Royal Tour” documentary while promoting FDIs during her official visit to the US.

Filmed throughout Tanzania in 2021, it features Emmy Award-winning journalist Peter Greenberg travelling to Tanzania with President Samia.

She’s the ultimate guide for a week, exhibiting Tanzania’s history, culture, environment, food and music, as well as telling the stories of Tanzania’s hidden jewels.

Tanzania Association of Tour Operators is a 41-yearold lobbying and advocacy agency for a 3.4 billion US dollars tourism industry, with 300 plus members across the natural resources-rich East African country.

TATO represents a collective voice for private tour operators towards the common goal of improving the business climate in Tanzania.

TATO also provides unparalleled networking opportunities for its members, allowing individual tour operators or companies to connect with their peers, mentors and other industry leaders and policy makers.