Assessment of the status of domestic tourism in Tanzania

Empirical survey was conducted among 228 middle-income respondents who are considered potential domestic tourists and ten (10) key tourism experts and stakeholders involved in and/or impacting on Tanzania’s current and potential domestic tourism market including tourism public sector representatives, tour operators, lodges, hotels, attractions authorities and other relevant stakeholders. The study also surveyed 79 private sector service providers, to analyse and understand the potential opportunities and obstacles in exploiting domestic tourism and conducted price-mapping analysis to 15 hotels in Karatu area. Secondary data from wildlife areas protection authorities was also collected. Study results show that there is great potential for domestic tourism in Tanzania. However, high prices charged for the tourism services at local facilities including ‘expensive destination’ perception and the non-availability of cheaper packages; culture of Tanzanians of wanting to visit their home places during holidays (affecting participation in wildlife tourism); inadequate information about attractions and products as a result of inadequate marketing; lack of a mechanism to collect data for domestic tourism for areas outside protected areas; putting more efforts in the development and marketing of international tourism; and inadequate product diversification (monotonous tourism product offerings) to appeal to different age groups are the major factors inhibiting the growth of domestic tourism in Tanzania. Key recommendations emanating from the study focus on improving domestic tourism marketing strategies; encouraging service providers to accommodate domestic Tourists; enhanced domestic tourism travel facilitation within protected areas (removal or reduced concession fees); ensuring diversification of domestic tourism products (instead of concentrating on wildlife, which is very familiar to many due to their upbringing); carrying out a domestic tourism market survey to determine domestic tourists market needs and preferences so as appropriate measures are taken to boost the sector and coming up with mechanisms to collect data on domestic tourists outside those visiting protected areas.