September 15, 2015, Dar es Salaam, Tanzania:   H.E. Dr. Jakaya Mrisho Kikwete, President, The United Republic of Tanzania, announced the launch of Tanzania Tourism’s new brand campaign, Tanzania, The Soul of Africa. This 30-second TV campaign will be launched globally on CNN America as well as BBC International, beginning this October and will run for six months. The announcement was made at the Kilimanjaro Hyatt Hotel in Dar es Salaam, Tanzania.

At the same time, President Kikwete also announced a new online Destination Tanzania portal and APP (now available on Play Store), developed by the Tanzania Tourist Board (TTB), which will support Tanzanian tourism firms, increase visibility and access to international tourism markets, increase company sales and profitability, as well as contribute to the national economy of Tanzania and alleviation of poverty.  President Kikwete urged Tanzanian tour operators to make use of the portal and APP, declaring that these tools would become unique platforms to attract international and regional tourism to Tanzania and play a significant role in developing and promoting Tanzania’s tourism industry.

President Kikwete commended the Tanzania Tourist Board and tourism stakeholders for this major campaign initiative, which will continue to position Tanzania as one of Africa’s leading tourist destinations.  “I am very impressed by the Tanzania Tourist Board’s initiative. We need to apply these new approaches in order to compete effectively with other destinations around the world,” said President Kikwete. His Excellency further pointed out that the tourism industry accounts for about 17.2% of Tanzania’s GDP and nearly 25% of the total export earnings. The President also emphasized the enormous economic importance of tourism, especially as an “engine of employment”, which directly supports an estimated number of 250,000 jobs.  The tourism industry is one of the largest employers in Tanzania and the primary foreign exchange contributor to the economy.

The new Tanzania Tourist Board portal is:

Tanzania, the largest country in East Africa, is focused on wildlife conservation and sustainable tourism, with approximately 28% of the land protected by the Government, the largest percentage of any country in the world.
Tanzania was named by The New York Times as one of the “52 Places to Go In 2015” and “Best Places To Travel In 2015” by Travel + Leisure. It boasts 16 National Parks, 31 game reserves, 50 Game Controlled Areas, one special Conservation Area (the Ngorongoro) and three Marine Parks. It is home to the tallest mountain in Africa, the legendary Mt. Kilimanjaro, the Serengeti, the “Great Animal Migration”, the world-acclaimed Ngorongoro Crater, often referred to as the “Eden of Africa” and the “8th Wonder of the World, Olduvai Gorge, the cradle of mankind,  the Selous, the world’s largest game reserve, Ruaha (now the second-largest National Park in Africa, which is also featured on Afar Magazine’s “2015 Where to Go” list), the spice islands of Zanzibar and seven UNESCO World Heritage Sites. Most importantly for visitors, the Tanzanian people, with a rich history and diverse blend of cultures, are warm and friendly. Tanzania, an oasis of peace and stability, with a democratically elected and stable government, will celebrate its 54th Anniversary of Independence on December 9th, 2015. For more information on Tanzania, visit

President Tanzania



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