Biteko urges digital shift to boost Tanzania’s global tourism reach

Arusha. Deputy Prime Minister and Minister of Energy, Dr Doto Biteko, has urged the Ministry of Natural Resources and Tourism to embrace digital technology to enhance Tanzania’s visibility in global tourism markets.

Speaking at the official opening of the Karibu-Kili Fair in Arusha on Friday, June 6, 2025, Dr Biteko said the tourism sector must move away from outdated promotional tools and adopt modern, Information and Communication Technology (ICT-driven) strategies to better engage international audiences.

“We must leverage the rapid growth of ICT to market our tourism industry in strategic global markets. Relying on brochures and print magazines will not take us far in today’s digital age,” he said.

He called on the ministry to strengthen collaboration with relevant government agencies and private sector stakeholders to improve the investment climate in the tourism industry.

“It is crucial that the ministry works hand in hand with public and private players to create a more enabling environment for investors. This will drive growth and enhance tourism’s contribution to the national economy,” emphasised Dr Biteko.

The Karibu-Kili Fair, being held from June 6 to 8 at the Kisongo grounds in Arusha, is one of East Africa’s largest tourism exhibitions, attracting hundreds of exhibitors and participants from across the globe.

Dr Biteko also encouraged private sector players to broaden their investments along the tourism value chain and take advantage of emerging global opportunities.

“As a government, we are committed to addressing challenges that hinder tourists and investors. Our goal is to make Tanzania a welcoming and competitive destination for both travel and investment,” he added.

He further called on stakeholders to innovate and diversify the country’s tourism offerings by developing products that showcase Tanzania’s rich wildlife, landscapes, and cultural heritage—efforts he said would promote inclusivity and sustainability within the sector.

Deputy Minister for Natural Resources and Tourism, Mr Dunstan Kitandula, said the government had made significant progress in improving the investment environment by streamlining licensing processes and cutting regulatory red tape.

“We continue to work closely with stakeholders on further reforms to ensure the sector becomes more inclusive, particularly as we head into the high tourism season,” he said.

Tourism currently accounts for around 17 percent of Tanzania’s GDP and recently recorded over 5.3 million visitors, generating approximately $3.9 billion in revenue.

Arusha Regional Commissioner, Mr Paul Makonda, highlighted the fair’s economic impact on the region and urged Tanzania Prisons to designate the Kisongo grounds as a permanent venue for the event.

“Participants spend substantial amounts on temporary booths for just three days. A permanent venue would cut costs and enhance the fair’s contribution to regional development,” he said.

Among this year’s exhibitors was Zanzibar Insurance Corporation, which showcased tailored tourism insurance products.

Zanzibar Insurance Corporation Marketing Manager, Mr Mohammad Said Matumula, said the firm provides coverage for emergencies, accidents, lost luggage, and life-threatening incidents.

Karibu-Kili Fair Director, Mr Dominic Shoo, said the eighth edition has attracted more than 500 exhibitors and travel agents from 40 countries.

“Our objective is to promote Tanzania’s attractions to a global audience and position the country as a leading meetings, incentives, conferences, and exhibitions (MICE) destination—where business meets leisure,” he said.