Arusha to host 100 global travel agents in major tourism forum
A seasoned tourism expert and former CEO for Tanzania Association of Tour Operators (TATO), Mr Sirili Akko
Arusha. Tanzania’s safari capital, is set to host nearly 100 high-profile travel agents from across the globe in a prestigious tourism forum scheduled for September 24–26, 2025.
The event, organised by the Association for the Promotion of Tourism to Africa (APTA) in collaboration with Copenhagen-based Africa Booking Match, will bring together global buyers and local tourism players for three days of exhibitions, networking, and business matchmaking.
A senior APTA official, Mr David DiGregorio, said the forum will serve as a dynamic platform for stakeholders in Africa’s travel and hospitality sectors to connect, exchange ideas, and explore partnerships.
“This presents a significant opportunity for both international travel agents and Tanzanian tourism stakeholders to engage directly and cultivate future business opportunities,” he said.
A major highlight of the forum will be pre- and post-event Familiarisation (FAM) trips, offering delegates immersive experiences of Tanzania’s iconic tourism destinations—from the Serengeti plains and Mount Kilimanjaro to vibrant cross-border corridors.
Mr DiGregorio noted that this will be the first time Tanzania hosts the APTA Global Forum—an honour influenced in part by the global acclaim garnered by The Royal Tour, a documentary film featuring President Dr Samia Suluhu Hassan, which has helped elevate Tanzania’s profile as a top-tier tourism destination.
“We are seeing unprecedented excitement for this year’s forum. The familiarisation tours will show travel agents first-hand what makes Tanzania such a special destination. Seeing is believing,” he added.
Speakers at the summit will include prominent voices from across the African tourism industry. Former CEO of the Tanzania Association of Tour Operators (TATO), Mr Sirili Akko, is expected to lead discussions on regional cooperation and Tanzania’s strategic role in East Africa’s tourism growth.
“This event is more than just a conference. It’s a unique opportunity to hear from those shaping the future of African tourism and to forge transformative partnerships,” Mr DiGregorio said.
Africa Booking Match CEO, Mr Mikael Morlander, expressed his enthusiasm, describing the forum as an ideal platform for fostering collaboration between international and domestic tour operators.
“We are excited to create a meeting point where different travel markets can come together, creating valuable business linkages and reinvigorating the tourism sector,” Mr Morlander said.
Registration for the 2025 APTA Global Forum is now open, with organisers urging industry professionals to secure their spots early.
The forum is expected to not only elevate Tanzania’s standing as a premier safari destination but also spark new business ventures within the broader African travel industry.
