Press Release FeedGet the RSS feed
Menu

Travel PR News

Tanzania Tourist Board Shifts Focus to Undiscovered Attractions and Global Digital Audiences

New director general Thereza Mugobi outlines broader destination promotion through emerging tourism products, digital platforms and creative international campaigns.

KEY TAKEAWAYS

  • Tanzania Tourist Board plans to promote attractions and tourism products that have received limited exposure.
  • Director General Thereza Mugobi highlighted global digital platforms and creative content as priorities.
  • Tourism Minister Ashatu Kijaji reviewed the Board’s performance during a visit on 19 October 2026.
  • The announcement did not specify campaign budgets, numerical visitor targets or implementation dates.

Tanzania is preparing to widen its international tourism pitch beyond its best-known attractions, with the Tanzania Tourist Board (TTB) outlining plans to spotlight lesser-promoted experiences and use digital channels to reach travellers in overseas markets.

The marketing direction was discussed on 19 October 2026 during a visit to the Board by Dr. Ashatu Kijaji, Tanzania’s Minister for Natural Resources and Tourism. During the meeting, the minister received a performance report covering the organisation’s achievements and the steps it intends to take in carrying out its tourism-promotion mandate.

Dr. Thereza Mugobi, the Board’s newly appointed Director General, said the organisation would add new initiatives while continuing promotional activities that have already proved effective. The aim, she explained, is to improve the visibility of the country’s tourism offer internationally and attract more visitors.

More destinations and experiences in the international spotlight

A central element of the approach is to promote tourism products in places that have not previously received sufficient attention. Rather than concentrating exposure only on familiar destinations, the Board intends to give a wider range of travel experiences an opportunity to reach prospective visitors.

Mugobi also identified the use of influential international digital platforms and newer technologies as a priority. More imaginative promotional content is expected to help communicate Tanzania’s appeal to audiences around the world. The announcement did not identify specific platforms, campaign spending, visitor targets or launch dates for individual initiatives.

For international travellers and tourism businesses, a broader destination-marketing strategy could make it easier to discover places and experiences that are less prominent in existing itineraries. Its eventual effect will depend on how the Board translates the priorities into campaigns and industry partnerships.

Leadership transition and regional promotion

During the visit, Minister Kijaji congratulated Mugobi on her appointment and called on her to approach the job with professionalism and creativity. She also emphasised the responsibility accompanying the confidence placed in the new director general by President Dr. Samia Suluhu Hassan.

The direction comes as East African tourism authorities are working on broader international visibility. On 15 October, the East African Community announced the adoption of a regional tourism marketing strategy for 2027–2036, using digital marketing, partnerships and cross-border experiences to promote the region. That regional initiative is separate from the TTB measures described at the ministerial meeting.

Tanzania’s international travel trade is also due to gather for the Swahili International Tourism Expo 2026 in Dar es Salaam from 23 to 25 October, where hosted buyers, exhibitors and destination partners are scheduled to meet. The event provides additional context for the country’s emphasis on connecting its tourism offering with overseas audiences.

Further destination information is available through the Tanzania Tourist Board website.

  1. TravelAirAsia Opens Weeklong Flight Sale with Up to 30% Off Fares for Travel Through September 2027Bookings close on 25 October, with discounted base fares, selected Premium Flatbed seats and optional travel extras available for trips starting 2 November. KEY TAKEAWAYS Eligible AirAsia base fares are advertised at up to 30% off for bookings through 25 October 2026. The promotional travel window runs from 2 November 2026 to 30 September 2027.... Read the full news article
  2. TravelCharlotte Airport Runway 5K draws more than 1,500 finishers and backs aviation scholarshipsRain did not dampen the October 17 airfield event, which featured parked aircraft, the debut of mascot Zippy and fundraising for Central Piedmont students. KEY TAKEAWAYS More than 1,500 participants from 25 states and Washington, D.C., finished the October 17 CLT Runway 5K. Registration sold out in approximately 15 minutes and the event included parked... Read the full news article
  3. TravelLeading Hotels of the World Adds Six Independent Luxury Properties Across Five CountriesOctober additions range from a restored Dubrovnik landmark and a Dolomites retreat to new urban hotels in the United States and distinctive stays in Bhutan and Kenya. KEY TAKEAWAYS LHW added six independent hotels across Italy, Croatia, the United States, Bhutan and Kenya in October 2026. The new members span restored historic properties, upcoming hotel... Read the full news article
  4. EducationSerengeti National Park opens golf course as Tanzania targets sports tourism growthTourism Minister Dr. Ashatu Kijaji says the new international-standard facility should help attract more visitors, launch tournaments and build local golf talent. KEY TAKEAWAYS Tanzania has inaugurated a new international-standard golf course at Serengeti National Park as part of a wider push to attract more visitors. Tourism Minister Dr. Ashatu Kijaji said the project can... Read the full news article
  5. EducationSanta Monica Brings Back New Heroes Celebration to Honor Educators and First RespondersFree October 21 community gathering at Sandbourne Santa Monica will welcome new school and public safety staff and recognize experienced local leaders. KEY TAKEAWAYS Santa MoniCARES will hold the New Heroes Celebration on October 21, 2026, from 4:30 to 7:30 p.m. at Sandbourne Santa Monica. New hires from local schools, police and fire services will... Read the full news article
  6. TravelDiscover Airlines brings first AeroSHARK-equipped Airbus into scheduled passenger serviceCompanies: AirbusThe modified Airbus A330-300, registration D-AIKP, has begun carrying travelers after testing of a sharkskin-inspired film designed to reduce aerodynamic drag and cut fuel use by approximately 1%. KEY TAKEAWAYS Discover Airlines says Airbus A330-300 D-AIKP is the first Airbus with a large-scale AeroSHARK installation in regular scheduled service. The aircraft was modified in Dresden... Read the full news article