While Tanzania’s famous northern circuit national parks, Mt. Kilimanjaro, the Selous Game Reserve, and of course Zanzibar, comprising of the islands of Unguja and Pemba, are well known abroad and need little explanation, this more distant location has always been a specialty destination for tourists. 

Those who ever made their way, by air or by boat, to Mafia Island, have tall tales to tell. Excellent diving grounds along the reefs surrounding the island, rewarding snorkeling trips, endless empty beaches with no beach boy pests bothering the visitors, good fishing, and an intact nature rarely found today, make up some of the attractions tourists enjoy and come back for. Ruins of ancient settlements dating back to the 11th century give an insight into the history of Mafia, which, while at one time part of the Kilwa Sultanate, changed hands multiple times among major seafaring powers that ruled the world at one time or another.

Located about a hundred miles south of Dar es Salaam and only a few miles off the mainland, almost opposite the Rufiji River delta, the small archipelago of Mafia is one of Tanzania’s best-kept secrets. Some 50 kilometers long and at the widest point just 15 kilometers across, the island is almost entirely surrounded by a massive barrier reef teeming with marine life, and half of the island’s shoreline extends into a marine national park. While an airstrip allows for daily flights to the mainland and telecommunications allow to stay in touch with the rest of the world, a trip to Mafia is also a trip back into time, and as such, a marvel waiting to be explored.

TOURISM IS NOW TANZANIA'S LEADING ECONOMIC SECTOR

Earning $1 billion (USD), Tourism Overtakes Agriculture  

Growing at a steady rate for the past seven years, Tanzania's tourism is booming. According to the Governor of the Bank of Tanzania, Prof. Benno Ndulu, Tourism, earning $1 billion USD, now contributes nearly triple the GDP of Agriculture, which has been the leading contributor to the East African country's coffers for most of its history. According to the Honorable Mme. Shamsa S. Mwangunga, Tanzania's Minister of Natural Resources & Tourism, "Estimates are that more than 750,000 tourists are expected to arrive in the country this year, bringing in about $950 million dollars.  We attribute this growth to several factors, not the least of which is that Tanzania has a stable and peaceful environment with a democratically elected government.

TOURISM- TANZANIA SUCCESS STORY

Increased air access, with many carriers now flying direct to Tanzania, new luxury hotels on the Mainland and Zanzibar, improved infrastructure and tarmac roads on safari circuits are also major factors contributing to Tanzania tourism's success story.

Peter Mwenguo, Managing Director, Tanzania Tourist Board,  noted that these improvements  together with the diversification of the tourism product  adds to the existing allure of Tanzania's unsurpassed wildlife, seven World Heritage Sites, the cultural richness and friendliness of Tanzania's people, miles of beautiful Indian Ocean coastline and the exotic spice Islands of Zanzibar.  "Over the last 10 years, Tanzania has become a stand-alone destination. In the past, many tour operators to East Africa offered Tanzania as an add-on or extension to other countries. Now, there is such a great demand by clients to spend their entire time in Tanzania, that the same tour operators offer more than one Tanzania-only itinerary. Recently they have even expanded their programs to include the lesser known Southern Circuit where visitors can explore the world famous Selous Game Reserve and Ruaha National Park. Recently, it was announced that Ruaha will be combined with the adjacent Usangu Game Reserve, making it the largest National Park in Africa." 

2/ TOURISM NOW IS NUMBER ONE ECONOMIC SECTOR

BRAND TANZANIA: THE LAND OF KILIMANJARO, ZANZIBAR AND THE SERENGETI 

Tanzania as a brand is acquiring wide and respected recognition in the past few years, so it comes as no surprise that America is now the leading source of visitors to Tanzania's Game Parks. In October 2006, Serengeti National Park was named the Seventh New Wonder of the World by ABC-TV's Good Morning America and USA Today.  Zanzibar was on the New York Times Travel Section's "Places to Go" in 2007. Kilimanjaro made the same list for 2008 as well as the USA Today 2008 List of "must see" destinations.   Even the popular  American movie, The  Bucket List, starring Jack Nicholson and Morgan Freeman,  included a "Safari in  Tanzania" as one of the 10  "must do's" before one "kicks the bucket."

In an effort to reinforce Brand Tanzania with the American travelers as well as Travel Industry professionals in the US, Tanzania Tourist Board (TTB) launched a two-prong campaign. Targeting the consumer in September, 2007, TTB inaugurated a TV campaign, its first-ever, which aired on CNN, CHLN, CNN Airport, and CNN.com. 

According to Amant Macha, TTB Marketing Director, "we have had a great demand from American agents for a Tanzania Travel Specialist program. With this in mind, TTB initiated a "Tanzania Travel Specialist" course of study with Travel Agent University. The response was overwhelming, with more than 500 travel agents passing the test and qualifying as Tanzania Specialists in the first four months of the course offering."   

HIGH PROFILE CONFERENCES

Now, the country is preparing to host two high profile conferences in Arusha: the 33rd Annual Congress of the Africa Travel Association, May 19-23, 2008 (www.africatravelassociation.org) which is expected to draw more than 300 travel industry professionals; and the Leon H. Sullivan Summit VIII (www.thesullivansummit.go.tz), June 2-6, 2008 expecting to draw more than 2000 delegates from the US.

About Tanzania

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. It boasts 15 National Parks and 33 game reserves. It is the home of the tallest mountain in Africa, the legendary Mt. Kilimanjaro; The Serengeti, named in October, 2006, the New 7th Wonder of the World by USA Today and Good Morning America; the world acclaimed Ngorongoro Crater, often called the 8th Wonder of the World; Olduvai Gorge, the Cradle of Mankind:  the Selous, the world's largest game reserve; Ruaha, now expected to be the largest National Park.

TOURISM NOW IS NUMBER ONE ECONOMIC SECTOR

Park in Africa; the Spice Islands of Zanzibar; and seven world Heritage Sites.

Most important for tourism, the Tanzanian people are warm and friendly, speak English, although Kiswahili is the national language, and the country is an oasis of peace and stability with a democratic and stable government.

For more information about Tanzania visit www.tanzaniatouristboard.com;

Editorial contact in the US:

Karen Hoffman/Fran Levine

The Bradford Group,

Tel: (212) 447-0027; Fax: (212) 725 8253

Email: Tanzania@bradfordglobalmarketing.com/