africa Aviation Tanzania Tourism Travel

Air Tanzania’s Mt.Kilimanjaro marketing strategy to promote tourism

Approximate reading time: 3 minutes

Air Tanzania Company Limited (ATCL) could offer the marketing strategy solution Tanzania needs in attracting more tourists to the country.

The national air carrier could inscribe Mt. Kilimanjaro’s name in a bid to promote the country’s tourism sector throughout its flying destinations.

Siha District Commissioner Onesmo Buswelu, delivering a speech on behalf of Kilimanjaro District Commissioner said, “The Dreamliner will have Mt. Kilimanjaro’s name whenever and wherever it flies, and it will be a strategy of getting more tourists who will be visiting Tanzania.”

The airline acquired its first Boeing 787 Dreamliner aircraft in July 2018. The purchase of the aeroplane was part of the company’s efforts in reviving the airline valued at $224.6 million.

The plane would aid the air company play a crucial role in the regional aviation industry that is dominated by competitive airlines including Ethiopian Airlines and Kenya Airways.

Analysts have backed the company’s purchase of the 262-passengers aircraft as a great source of national pride that will stiffen competition in the air battle.

The aeroplane, expected to operate long-haul flights in Africa, Europe and Asia should market the country’s tourism sector. As it travels to diverse destinations around the world, it has a significant market to reach.

Tourism is one of the fastest growing sectors in Tanzania with a significant potential to drive the country’s economic prowess. The government has heaped revenues from the industry courtesy of its vast resources of wildlife and culture.

Prominent figures including celebrities have visited one of the top destinations in the tourism sector affirming the competitiveness of the industry regionally and globally.

Mt.Kilimanjaro is the highest mountain in Africa and the highest free-standing mountain in the world, about 4,900 metres from its base, and 5,895 metres above sea level, making it one of the seven summits. It is one of the continent’s magnificent sights and has three main volcanic peaks, Kibo, Mawenzi, and Shira.

The sight-seeing tourist attraction site was a nominee in the World Travel Awards World’s Leading Tourist Attraction from 2012 to 2018. Mt. Kilimanjaro bagged the Award in 2013 to 2018 only missing out in 2014.

Despite facing stiff competition from other tourist attraction sites in Africa, tourists continue to prefer it as a suitable place to experience the adventure of Africa.

Tanzania is eyeing tourists from East Asia to boost tourism with China touted as a global tourism market. A significant number of Chinese tour different places and countries to experience the diverse culture.

Tanzania launched a marketing campaign strategy to attract a big number of Chinese tourists to its industry for economic development.

In 2017, international tourist arrivals in Tanzania soared by 5.6 per cent, raking in 2.3 billion US dollars from 2.1 billion US dollars recorded in 2016.

The tourism sector has continually recorded improved performance with visitor arrivals reaching 1,327,143 in 2017, over three per cent higher than the 1,284,279 arrivals in 2016.

Source: The Exchange

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