OSLO: TANZANIA has stepped up efforts to penetrate the Northern European tourism market as the My Tanzania Roadshow 2026 continued in Oslo, bringing together tourism stakeholders from Tanzania and Norway to strengthen partnerships and promote the country as a top African travel destination.
The event drew Norwegian tour agents, Tanzanian tour operators and key tourism institutions in a business-to-business forum aimed at expanding tourism opportunities and marketing Destination Tanzania.
The My Tanzania Roadshow 2026 began on Thursday with the aim of bringing together tourism stakeholders from Tanzania and Norway to strengthen partnerships and promote destination Tanzania in the Northern European market.
Opening the event, Minister Counsellor at the Embassy of the United Republic of Tanzania in Sweden, Malik Shafi Hassan, welcomed participants and underscored Tanzania’s diverse tourism offerings, urging international partners to explore and actively promote the country in their markets.
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During the engagement, Norwegian tour agents held discussions with representatives from the Tanzania Tourist Board, Tanzania National Parks Authority (TANAPA) and the Ngorongoro Conservation Area Authority (NCAA).
According to information from the Tanzania Tourism Board (TTB) the Tanzanian delegation showcased the country’s world-class wildlife safaris, iconic national parks, and unique coastal experiences, including Zanzibar, popularly known as the Spice Island — famed for its white sandy beaches, turquoise waters, and rich cultural heritage.
The roadshow forms part of ongoing efforts to boost tourist arrivals by strengthening global partnerships and expanding Tanzania’s visibility in key international markets.
With over 50 travel agents and tour operators in attendance, the event was marked by high energy and strong engagement, reflecting growing interest in Tanzania as a premier tourism destination.
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