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New TTB tourism marketing strategy targets 11 nations

7th February 2013
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TCT chairman Gaudence K. Temu

Tanzania`s international tourism marketing strategy developed in harmony with stakeholders is going to place the hospitality sector in a better position in the global market, according to the Tourism Confederation of Tanzania (TCT).

The one-month-old Comprehensive Strategy, whose implementation is being coordinated by Tanzania Tourist Board (TTB), can accelerate Tanzania’s leap toward greater economic success.

“More tourist arrivals will lead to strengthening and expansion of the tourism and hospitality sector -- its growth in turn will boost other sectors -- agriculture, construction, education, aviation among others,” TCT chairman Gaudence K. Temu has revealed.

TTB and TCT worked together to come up with the five-year strategy in a project financed by BEST-AC financed the project.

Temu said yesterday in Dar es Salaam that the industry is one of the fastest-growing businesses worldwide and Tanzania must work tirelessly to ensure it gets a large piece of the cake.

“This calls for the public and private sector to work together in implementing the strategy. We must remain focused to succeed,” he said.

TCT Executive Secretary Richard Rugimbana said a better approach to implementing the strategy will ensure that Tanzania’s tourism is repositioned to capture more travellers and consequently contribute positively to the economy.

“At TCT we are asking our stakeholders to start aligning their marketing plans and matrix with the new strategy so as to reap maximum benefits,” he said.

The strategy aims at making presence of Tanzania more felt in among big-spending countries on tourism and travel. Unlike in the past when the country was spreading its limited international tourism marketing budget to over 25 to 30 source countries, the new strategy concentrates on 11 nations.

United Kingdom, US, Germany and Italy are the Primary Source markets. The Secondary Source markets identified are France, Netherlands, Canada, Australia, Spain, South Africa and India.

“Only by focusing and target marketing can we successfully influence (potential) travellers from these markets to visit destination Tanzania,” notes the strategy document.

TCT) is the umbrella organisation representing the private business sector involved in travel and tourism.

TCT works to ensure that through representation at the national level, appropriate macro policies and strategies are adopted for developing and maintaining an environment in which international and domestic tourism will prosper and the business sector will be able to achieve successful growth and development while protecting Tanzania’s natural and cultural heritage.

SOURCE: THE GUARDIAN