Tanzania tourism partners rolls out global marketing strategy
Image via tanzaniatourismonline.net
BY APOLINARI TAIRO, ETN CORRESPONDENT, TANZANIA | SEP 25, 2013
Through private and public partnership initiatives, Tanzania tourism stakeholders have rolled out its International Tourism Marketing Strategy to the eyes of diplomats from key tourist markets which this country has been targeting.
During a morning gathering between a section of diplomats from key and leading tourist markets who are on duty of tour to Tanzania, the Tanzania Tourist Board and the Tanzania Confederation of Tourism rolled out the International Tourism Marketing Strategy, aimed to expose this African safari destination before its global tourist markets.
Standing as the first marketing tool designed jointly by private and public stakeholders involved in tourism, the International Tourism Marketing Strategy has attracted new tourist markets since the start of this year, Tanzania Tourist Board Managing Director Dr. Aloyce Nzuki told eTN.
Dr. Nzuki said the strategy, which is a document designed through views from private tourist stakeholders and the Tanzania government's tourism development and marketing institutions, has so far spearheaded the Tourist Board's e-marketing promotion and publicity campaigns.
During the brief morning gathering, diplomats, including ambassadors and charge de affaires accredited to Tanzania, were informed about the strategy achievements in marketing Tanzania's tourism and challenges ahead of its implementation.
On their side, the diplomats had expressed their commitment to support Tanzania on tourism promotion campaigns through various publicity initiatives.
Diplomats from Italy, Germany, Brazil, Spain, Canada, France, United Kingdom, and Turkey attended the gathering.
Through the International Tourism Marketing Strategy document launched November of last year, Tanzania had managed to attract new tourism markets including South Korea, China, and Turkey.
Turkey is a new and upcoming tourist market for Tanzania after opening its embassy in the capital city of Dar es Salaam a few years back as well as the introduction of Turkish Airlines to Tanzania.
Currently, Turkish Airlines operate 7, flights per week between Istanbul, Dar es Salaam, and Kilimanjaro in Northern Tanzania.
The 5-year plan of the strategy implementation focuses on twelve strategic goals aimed at raising Tanzania's current position in travel and tourism from the 90th position to the 75th position at the global level.
In market share, the strategy is also looking at increasing Tanzania's tourism in the next 5 years from the current 11 percent to at least 14 percent of the total number of tourist arrivals.
The other goal of the strategy during the period in bracket is to increase the market share of the Indian Ocean's Spice Island of Zanzibar from the current 26 percent to at least 30 percent of the total number of tourist arrivals to this island, to compete with the Seychelles and Mauritius from the above-mentioned source markets of Europe and the United States.
The strategy has targeted 4 European travel markets during the forthcoming 5 years, while emerging news markets of China, Russia, Turkey, Brazil, and the Gulf states are closely being researched for aggressive marketing.
With its international tourism marketing budget, the Tanzania Tourist Board is now looking at Germany, the United Kingdom, and Italy as key and primary tourism source markets, while France, The Netherlands, Canada, Australia, and Spain are earmarked as 5 secondary existing mature source markets for tourism.
In addition, potential of the new growth source markets of China, Russia, Turkey, Brazil, and the Gulf States will be researched and monitored by tourist stakeholders identified by this tourism marketing strategy document.
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