360° marketing to brand Tanzania globally for tourism takeover

Gilbert Mossama

It has been two years into the after-effects of Covid 19, the rapid downtrend on incoming tourists, the rise of The Royal Tour, and other demonstrable marketing efforts that have sparked the industry back to its vitality. The way foward is a trillion dollar question, how large is our share of the global tourism market, and what marketing strategies will pull us up the cap table?

Well, the World Travel and Tourism Council (WTTC) states the global tourism market is a pie the size of $9.5 trillion as of 2024, having swelled from $7.6 trillion in 2014, and with projections of exciting growth as more destinations garner increased popularity worldwide.

One of the tourist destinations over the recent decade that have demonstrated steroidal efforts in their marketing is the United Arab Emirates (UAE). A prime illustration being the inclusion of Abu Dhabi in the Hollywood blockbuster Fast and Furious 7. The film features captivating scenes set on an Abu Dhabi beach, showcasing city landmarks in high-octane action sequences. This collaboration underscores the government’s commitment to promoting its locations, as evidenced the film’s closing credits where there’s mention of the Abu Dhabi Film Commission supported by the government-affiliated ADNEC Group.

The UAE serves as a contemporary model of economic integration, leveraging industries like entertainment, technology, travel, retail, and infrastructure to promote its tourism sector comprehensively.

Reinvestments in Emirates Airlines have also positioned UAE as a global leader, enhancing its luxury brand image.

This example serves to highlight the need for Tanzania to adopt a synergised marketing approach cross-cutting all relevant sectors the activities of which can position or amplify Tanzania as a global brand.

Kenya has achieved this through its sports sector, where figures like Eliud Kipchoge have gained global recognition, with a golden statue of the runner recently erected at the Nike World Headquarters in Oregon, USA. This is a move that will provide sustained awareness for the legacy of Eliud and Kenya.

In a similar vein, according to IOL news, on September 2023 the Tourism Business Council of South Africa leveraged its Public Private Partnerships (PPPs) and began talks with the nation’s leading comedian, Trevor Noah, offering him millions of dollars to be a part of their marketing strategy to tourism. Noah’s international fame and storytelling abilities valuable assets to promote South Africa’s tourism sector to a global audience.

While Tanzania stands out as a prominent tourist destination in Africa, the government’s expectation of generating $6 billion through the sector by 2025 indicates a targeted share of less than 0.7 percent of the global value of 9.5 trillion.

This is significantly low considering that in 2019 alone South Africa recorded $22 billion from its tourism sector. Unfortunately, our efforts to realise Tanzania’s potential likeability on the global stage are in pro rate to our low expectation.

A 360-degree marketing approach involves more than just utilising various digital and traditional marketing and public relations methods to promote a brand or service. It encompasses seizing every existing potential to market a brand.

Given that Tanzania is the focal brand here, strategic opportunities can be harnessed in:

1. Partnering with the entertainment industry locally and abroad.

2. Investing in retail infrastructure to enhance tourist experience locally.

3. Increased investment in airline carriers, focusing not only on expanding the number of airlines but also on creating a unique selling proposition for our flights.

4. Elevating sportsmanship to cultivate future Tanzanian gold medallists and draw attention.

5. Establishing a distinctive area of strength that sets Tanzania apart and earns it a brand recognition in its associated domain.

Notwithstanding all of this, a behavioural transformation fostering national pride and patriotism will be the sustainable driving force in establishing a strong Tanzania brand on the international stage. The greatness of a national brand is determined by how its citizens portray it. This philosophy is at the core of a comprehensive 360° marketing strategy that is equipped by public-private partnerships (PPPs) and driven by the people.