Converting tourism into the engine of the economy
PROMOTING TANZANIA'S LARGELY UNTAPPED TOURISM SECTOR, WHILE ENSURING THE COUNTRY'S APPEAL AS AN UNSPOILED PARADISE IS NOT LOST TO THE LAND DEVELOPERS, REMAINS A HIGH PRIORITY

THE BREATHTAKING DIVERSITY of Tanzania, where spectacular wildlife scenery coexists with endless pristine beaches, has enabled Serena Hotels to become East Africa’s leading hotel group.

The majestic snow-capped peak of Mount Kilimanjaro and the seemingly endless plains of the Serengeti are undoubtedly two of Africa’s most breath-taking sights and both are to be found within the borders of Tanzania.
The Serengeti is, of course, renowned as the home to the greatest wildlife show on earth, with wildebeest, lion, cheetah, and antelope playing the starring roles. The nearby Ngorongoro crater–the jewel in the crown of Tanzania’s wildlife sites–provides even more opportunities to witness these magnificent animals at close quarters.

But Tanzania’s offer for tourists is not just limited to the chance to see its spectacular wildlife. A coast lined with miles of pristine white sand beaches lapped by the warm waters of the Indian Ocean and the exotic spice islands of Zanzibar
provide major attractions.
Tourism is still a largely untapped resource, but given the country’s
appeal it has the potential to act as the driving force behind the Tanzanian economy. At present tourism provides some 20% of the country’s hard currency earnings and some 15% of its GDP, but the government hopes to double these figures in the first decade of the 21st century.

At the same time it is also keen to avoid the excesses of mass tourism that could end up destroying the natural riches that make the country such an attractive destination in the first place. “Tanzania should safeguard its environment at the same time as developing its tourism. Tourism should not be designed for short term gains, but rather for long term benefits,” explains Minister for Natural Resources and Tourism Zakia Hamdani Meghji.
The government is also conscious of the need to make sure that tangible benefits are felt by local communities near the tourist areas. For that reason it insists that a percentage of game park revenues are set aside to assist
in community development initiatives such as schools and health dispensaries.

The government’s philosophy is embodied by the type of low volume but high yield tourism encouraged by Serena Hotels. Established in the mid-1970s Serena has realized its initial aim of becoming East Africa’s leading hotel group at the same time as fulfilling its other objective of assisting developing countries to expand their economies.
The group, which currently operates thirteen luxury hotels, resorts and safari lodges in Kenya, Tanzania and Zanzibar, maintains a clear development philosophy focusing on the creation of local employment and respect for the environment.
Kiawara Camp is a prime example of Serena’s approach. Nestling on hill with commanding views over the Western Serengeti, the unobtrusive tented camp provides luxurious accommodation and superb house cuisine in a setting that allows guests to get close to the park’s spectacular wildlife.

But Tanzania’s offer to travelers is not just restricted to the safari or beach holiday, the country is also home to a major international conference center. There could be few more spectacular venues to stage an important meeting than the Arusha International Conference Centre (AICC). Located in the shadow of Kilimanjaro and at the gateway to the Serengeti, the center boasts top-notch facilities for workshops, seminars and conferences for anything from 10 to 10,000 people.

KAAYA ELISHILIA D.S. Managing Director of the Arusha International Conference Centre

It is only 45 minutes drive from an international airport and four hours from the Kenyan capital Nairobi and has played host to illustrious guests such as former South African president Nelson Mandela and Bill Clinton.
The AICC has been on the international conference map for some 20 years now, but it has only recently become a profitable enterprise. Plans are afoot to extend the city’s accommodation facilities with the construction of a five-star hotel and to further improve its business facilities.
Managing Director Kaaya Elishilia believes that the change in fortunes in the center reflects those that have taken place in Tanzania as a whole.
“We have changed direction completely and our focus is now on the integrated global economy. We are keen to promote private enterprise and investment because Tanzania has huge potential.”