Tanzania Trains Tour Guides to Champion National Tourism Brand
Tanzania is stepping up efforts to strengthen its global tourism profile, with over 230 tour guides from the latest cohort of a national capacity-building programme urged to act as frontline brand ambassadors for the country. Addressing participants at a seminar in Arusha, Permanent Secretary in the Ministry of Natural Resources and Tourism, Dr Hassan Abbasi, highlighted the role of guides in shaping international perceptions of Tanzania as a destination, citing the Tanzania: The Royal Tour film as a benchmark example of effective national branding.
The training programme, organised by the Ministry in collaboration with the Tanzania Association of Tour Operators, is being delivered in multiple batches and aims to equip more than 2,500 tour guides nationwide ahead of the upcoming tourism season. Major international events, including the Africa Cup of Nations 2027, are among the key occasions the initiative is designed to support. Dr Abbasi encouraged guides to consistently promote Tanzania's strengths, drawing on communication principles to reinforce positive destination messaging - noting that many competing countries invest heavily in marketing despite having fewer natural and cultural assets than Tanzania.
Source: Daily News Tanzania
