Tanzania: President Samia Royal Tour – Perfect Lesson to Learn in Tourism Advertising
It has now been three years since COVID-19 was officially declared a pandemic, and during this time tourism has been one of the hardest hit economic sectors.
In reality, the pandemic has affected the sector by closing borders and imposing travel restrictions that have impacted tourist transport.
In Tanzania, the tourism sector contributes a significant share to the gross domestic product. In 2019, before the pandemic, the sector was the second largest component of GDP, with a contribution of 10.7%. The share fell sharply to 5.3% in 2020, reflecting the impact of the coronavirus in the sector.
For example, in the analysis, the pandemic outbreak triggered a massive unemployment crisis, displacing over 850,000 Tanzanians working in the tourism industry. The negative impacts of COVID-19 on the tourism sector have also trickled down to related sectors such as transport, accommodation, food and beverage, and retail.
By way of mitigation, the administration of President Samia Suluhu Hassan has done an admirable job of opening up the country’s economy and accelerating recovery as the rest of the world recovers from the pandemic. Leading by example, on October 10, 2021, the President launched the government’s economic stimulus package and COVID-19 response worth 3.62 tr/-
President Samia has also thought of a strategy to advertise and promote the country’s tourist destinations globally to ensure that Tanzania remains a popular tourist destination and to revitalize the tourism and hospitality sectors.
The travel documentary “Tanzania: Royal Tour”, which features President Samia as an experienced tour guide, is one of the big lessons on the importance of investing in public relations and advertising as a strategic growth of the tourism industry.
The documentary proved successful in promoting the country’s tourist destinations. Since its inception, in the United States and here in Tanzania, the sector has witnessed an influx of tourists from the local and international market.
As an advertising platform, ‘The Royal Tour’ documentary promotes Tanzania’s culture, heritage, natural resources, tourist attractions and provides information that helps visitors familiarize themselves with the places even before personally visiting them. .
The famous PSG player, Ander Herrera is the witness. In one of his interviews, he described how President Samia’s royal tour inspired him to visit the country’s tourist attractions. In recent months, new flights from Europe, Asia and Russia have become common, bringing hundreds of tourists to the country, all thanks to the “Royal Tour”.
According to the latest monthly economic review from the Bank of Tanzania (BoT), tourism receipts for the fiscal year ending April 2022 amounted to $1.5 billion, compared to $737.3 million for the same period in 2021 , corresponding to an increase in international tourist arrivals. from 552,390 to 1,015,233.
The increase in tourism revenue reflects the revitalization of the tourism sector following the effects of the COVID-19 pandemic. The sector has a promising future, with the government planning to spend 624.1 billion/- in the next financial year, up 9.2% from 571.6 billion/- in the current financial year.
The projects that the government intends to implement in the coming fiscal year reflect President Samia’s commitment to making tourism a major contributor to our country’s economy. To achieve this goal, we must invest more in programs that promote our country and its natural resources, such as the “Royal Tour”.
International sponsorship opportunities, influencer marketing and ad placement in strategic areas are, in my opinion, some of the most authentic and engaging methods. Spending on such programs may seem extravagant, but when properly implemented, they will be of great benefit to the nation, as President Samia’s royal tour had dreamed of.
We live in an attention-driven world. Every organization strives to attract the attention of customers. Similarly, in tourism, countries struggle to attract the attention of tourists. These programs can be used to inform and persuade tourists to visit our country, and create awareness regarding Tanzania’s natural attractions.
Kilo Mgaya is Public Relations Manager at CRDB Bank Plc in Dar es Salaam and can be contacted via: [email protected] The opinions expressed in this article are his own and have no connection with the bank.