MY Tanzania Roadshow 2025, a campaign launched in several European countries, has exceeded its goals by attracting more than 240 European tourism agents, a milestone in promoting the country’s rich tourist offerings to the global market.

Ernest Mwamwaja, the Tanzania Tourist Board (TTB) director of marketing, took stock of the campaign at its conclusion in Manchester, in the United Kingdom, that it was held from March 9 to 14, with a delegation of 30 Tanzanian tour companies participating in high-profile business meetings across five major European cities.

The visited cities are Cologne (Germany), Antwerp (Belgium), Amsterdam (Netherlands), London and Manchester (UK), with the roadshow meant to expand Tanzania’s tourism footprint in Europe and provide European agents with in-depth information about the country’s diverse attractions, he said.

In every city, the meetings provided European travel agents with comprehensive information from the principal conservation institutions, he said, noting that in the campaign TTB surpassed its target of attracting 240 European agents.

The participation of key tourism institutions like the Ngorongoro Conservation Area Authority (NCAA) and the Tanzania National Parks Authority (TANAPA) was invaluable, he said, affirming that the European market has gained deeper insights into Tanzania’s tourism products.

It has also familiarised operators there with the country’s conservation efforts, infrastructure improvements and investment opportunities in the sector, he said, underlining that the roadshow highlighted Tanzania’s rich natural beauty.

Admirers were treated to images and scenes from the iconic Serengeti to the pristine beaches of Zanzibar while also addressing critical issues such as service quality and efforts to diversify tourism products, he stated.

European agents were satisfied with the comprehensive information provided, as well as opportunities to network with Tanzanian travel professionals, he said, hailing the support TTB received from Tanzania’s embassies in Germany, Belgium, the Netherlands, and the UK,.

All of them played a vital role in ensuring the smooth execution of the roadshow, he said, affirming that the campaign attracted significant interest from European travel agents and reinforced collaboration with the private sector in advancing Tanzania’s tourism industry.

Local tour operators would do well to engage in such roadshows annually, leveraging these opportunities to boost Tanzania’s presence in international markets, he stated.

Coordinated by the ‘Welcome to Kili’ Fair, an international tourism trade fair organizer, the roadshow has paved the way for more fruitful partnerships between Tanzanian tourism businesses and European agents, he added.