By Business Insider Reporter
Tanzania has reinforced its position as one of Africa’s most compelling tourism and investment destinations following a strong showing at the Matka International Tourism Fair 2026, held in Helsinki, Finland, from January 14 to 18.
For an East African audience, Tanzania’s presence at Matka offers valuable insight into how the region can leverage tourism not only as a foreign exchange earner, but also as a strategic driver of investment, jobs, and long-term economic growth.
Matka is among Europe’s largest travel exhibitions, attracting more than 56,000 visitors and around 950 tourism companies, airlines, media organisations, and industry experts.
The scale of the event makes it a critical gateway to Nordic and wider European markets, which are increasingly seeking destinations that combine authentic travel experiences with sustainability and investment potential.
A strategic and coordinated presence
Tanzania’s participation was led by the Tanzanian Embassy in Sweden, working closely with private sector operators including Lifestyle Safaris & Holidays and Lifetime Safaris. Rather than competing on spectacle, Tanzania opted for a polished, professional presentation that highlighted readiness for international partnerships, strong service standards, and growing institutional coordination between the public and private sectors.
This approach reflects a broader shift in Tanzania’s tourism strategy—one that aligns with national development priorities and positions tourism as a serious business proposition rather than a purely leisure industry.
Global recognition strengthens investor confidence
A major highlight at Matka was Tanzania’s continued global recognition after winning the World Travel Awards for three consecutive years, most recently in December 2025. Such accolades carry weight beyond marketing. For investors, they signal policy consistency, destination credibility, and a tourism sector capable of competing at the highest global level.
For East Africa, Tanzania’s experience underscores the importance of brand-building and international validation in attracting both tourists and long-term capital.
Storytelling as a strategic asset
Tanzania’s tourism promotion was further strengthened by the continued global impact of Tanzania: The Royal Tour, the documentary featuring President Dr. Samia Suluhu Hassan. Produced with Emmy Award-winning journalist Peter Greenberg, the film offers an authentic, leadership-driven narrative that resonates strongly with European audiences seeking transparency and connection.
At Matka, the documentary stood out as a strategic storytelling tool—humanising the destination while reinforcing confidence in Tanzania’s political stability and long-term vision.
Natural capital at the core
At the heart of Tanzania’s appeal remains its unparalleled natural wealth. The country is home to three of Africa’s Seven Natural Wonders: Mount Kilimanjaro, the Serengeti ecosystem, and the Ngorongoro Crater. These assets anchor Tanzania’s global tourism brand and position it as a leader in conservation-based and high-value tourism.
With more than 20 national parks, marine reserves, and protected areas, Tanzania offers diverse investment opportunities across eco-tourism, hospitality, logistics, aviation, and conservation financing – sectors of growing interest to East African and international investors alike.
Culture, heritage, and inclusive growth
Beyond wildlife and landscapes, Tanzania’s cultural diversity – spanning 126 ethnic groups – adds depth to its tourism offering. From the Kondoa Rock Paintings to Zanzibar’s Stone Town, heritage tourism presents opportunities for community-based enterprises, creative industries, and sustainable urban regeneration.
For the East African region, Tanzania’s model highlights how cultural assets can be commercialised responsibly while supporting livelihoods and preserving identity.
Building partnerships, not just footfall
Crucially, Tanzania used Matka 2026 as a platform for dialogue. Engagements with European tour operators, airlines, and investors focused on strengthening air connectivity, improving tourism infrastructure, and aligning private investment with national development plans.
This reflects a growing understanding that tourism growth must be integrated with transport, skills development, environmental protection, and local value chains.
Tourism as an investment gateway
What sets Tanzania apart is its framing of tourism as a gateway sector—one that opens doors to broader investment in infrastructure, agribusiness, real estate, energy, and services. For East Africa, Tanzania’s experience offers a practical case study in how tourism can anchor diversified economic growth. As Matka 2026 concluded, Tanzania emerged not just as a destination to visit, but as a partner to invest in. With political stability, a clear vision, and world-class assets, Tanzania is positioning itself – and by extension East Africa – as a competitive, investable region in the global tourism economy.
