Tanzania’s tourism sector has experienced notable growth in recent years, driven in part by the release of The Royal Tour documentary in 2022. Launched by President Samia Suluhu Hassan, the documentary presented Tanzania’s diverse landscapes, cultural heritage, and investment potential, drawing international attention to the country’s broader tourism and development opportunities.
At the World Tourism Day celebrations in Ngorongoro, the Permanent Secretary in the Ministry of Natural Resources and Tourism, Dr Hassan Abbasi, acknowledged the documentary’s impact, noting that it had significantly elevated Tanzania’s global profile. Prior to its release, the country’s wealth of natural and cultural assets was often underrepresented in global tourism markets. Through vivid storytelling and cinematic visuals, the film repositioned Tanzania as a leading destination, while also engaging with the wider narrative of sustainable tourism across Africa.
Following the documentary’s premiere, Tanzania reported a marked increase in international arrivals, particularly from the United States, Europe, and the Middle East. According to the Tanzania National Bureau of Statistics, international tourist arrivals reached 1.8 million in 2022, up from 922,692 in 2021, reflecting both post-pandemic recovery and renewed global visibility. This growth has translated into increased revenue flows, strengthened hospitality infrastructure, and expanded opportunities for employment, particularly for women and young people.
The investment ripple effect has been visible across multiple sectors. New developments in hotels, transport, and conservation-related projects have been recorded, with both domestic and international investors recognising the sector’s potential. These shifts align with broader continental trends in tourism, where countries such as Rwanda, Kenya, and Namibia have also leveraged storytelling and cultural diplomacy to reposition their global tourism offerings.
At the 2025 World Tourism Day celebrations, themed Tourism and Sustainable Transformation, Tanzanian officials underscored the importance of balancing growth with conservation. Emphasis was placed on protecting biodiversity-rich areas such as the Serengeti and Ngorongoro Crater, which are not only global heritage sites but also key to the livelihoods of local communities. This reflects a pan-African approach to tourism in which conservation, heritage preservation, and inclusive development are central.
The role of communities has been critical. Villages adjacent to Tanzania’s major reserves have benefited through employment and micro-enterprise opportunities, particularly in cultural tourism, handicrafts, and guiding services. This aligns with inclusive models being applied elsewhere on the continent, where tourism is viewed not only as an economic driver but also as a platform for cultural continuity and local empowerment.
Looking forward, Tanzania aims to consolidate the gains of The Royal Tour by diversifying its tourism portfolio. Plans include the promotion of eco-tourism, adventure-based travel, and cultural tourism, with investments in both infrastructure and marketing. This strategy complements wider African Union aspirations to enhance intra-African travel and position the continent as a leading global tourism hub.
Tanzania’s trajectory underscores the significance of narrative in shaping tourism outcomes. By situating its landscapes and heritage within a compelling global story, the country has placed itself more firmly on the international tourism map. At the same time, its approach highlights a broader continental lesson: that Africa’s tourism growth lies not merely in showcasing natural beauty but in embedding sustainability, community participation, and cultural pride at its core.
