In 2024, the United Republic of Tanzania recorded a historic 2.14 million international visitor arrivals, an 18.5 per cent increase from 2023, generating USD 3.9 billion in tourism revenue, according to Tanzania’s National Bureau of Statistics and the 2024 International Visitors’ Exit Survey Report. European travellers, in particular, have played a central role in this resurgence.

Such compelling figures mark the sector’s strongest performance since before the global pandemic, with total tourist visits, including domestic travellers, reaching 5.36 million, beating the government’s 2025 target a year early.

The tourism boom is not just reflected in skies and safari lodges; it is deeply felt in village homestays, coastal markets, and family-run enterprises across the country.

Across the United Republic of Tanzania’s premier destination Zanzibar, a jewel in the Indian Ocean, European visitors account for the lion’s share of arrivals.

In 2024, Europeans made up around 71.6 per cent of all visitors to Zanzibar, roughly 527,845 travellers, with Italy, Germany, France and Poland among the leading source markets. The United Kingdom also featured strongly, with over 42,000 British tourists recorded during the year.

Month-by-month tourism reports from the Office of the Chief Government Statistician show that European markets have continued to dominate into 2025.

In January 2025, European tourists made up 73.9 per cent of international arrivals in Zanzibar, with travellers from Italy, Poland, France and Germany leading those figures.

These patterns are mirrored across the wider Tanzanian archipelago and mainland safari circuits, where tour operators report robust bookings from German, French and British markets.

Whether it is a family safari in the Serengeti or a cultural tour centred around Kilimanjaro communities, European visitors are exploring more of the country and staying longer.

In 2024, travellers spent an average of 10 nights on the mainland and seven nights in Zanzibar, underscoring the appeal of multi-destination visits.

Beyond the headline numbers, the United Republic of Tanzania’s tourism success is a story of people and places. In remote villages bordering national parks, local guides lead small groups on walking safaris, sharing deep knowledge of ecosystems and earning income that supports families.

In coastal areas such as Matemwe and Jambiani, women’s groups sell hand-woven baskets, natural salt and spice blends to visitors from across Europe, transforming tourist interest into sustained livelihoods.

Improved infrastructure, new roads and regional airstrips in Serengeti, Nyerere, Ruaha and Mikumi parks have not only enhanced guest experiences but created seasonal and long-term jobs for cooks, trackers, drivers and craft producers who once had limited options.

President Samia Suluhu Hassan has often stressed this broader impact. Speaking at the opening of a new hotel in Zanzibar, she said: “Tourism is not just about numbers. It creates jobs, supports families, and preserves the cultural and natural heritage that defines Tanzania. We welcome visitors and investors to experience and share in this growth.”

Her remarks reflect a growing commitment to inclusive tourism, where the benefits are shared by ordinary Tanzanians as well as international arrivals.

Investing in the United Republic of Tanzania: A positive, accessible opportunity

For European investors, Tanzania’s tourism renaissance offers a rare combination: strong current growth, improving infrastructure, and a stable, supportive regulatory environment.

Tourism earnings in Tanzania have increased significantly in recent years, from USD 1.3 billion in 2021 to USD 3.9 billion in 2024, while the sector supports millions of jobs in hospitality, transportation, craft industries and tourism services.

The government has actively encouraged foreign investment in areas such as:

• Luxury and eco-friendly lodges tailored to high-end safari tourists
• Beach and resort properties in Zanzibar and mainland coastal zones
• Tourism technologies that enhance visitor booking, guiding and sustainable management
• Training and capacity building for hospitality professionals

European travel companies and investors also appreciate Tanzania’s focus on sustainable tourism, a priority for environmentally conscious travellers from the UK, Germany, France and Scandinavia.

Conservation-linked initiatives ensure that part of tourism revenue is reinvested into wildlife protection and habitat preservation, making visits impactful beyond economic terms.

Balancing growth with sustainability

The United Republic of Tanzania’s biodiversity, from lion prides and elephant herds to coral reefs and marine life, is central to its visitor appeal. Recognising this, authorities are integrating conservation and community interests into tourism policy.

National parks generate funds that support anti-poaching units and habitat restoration, while many private-sector partners work with local communities on education and health initiatives, ensuring that tourism supports broader social development.

Policy efforts such as structured community tourism projects and responsible safari certifications appeal strongly to European markets, where travellers increasingly seek meaningful, sustainable, culturally respectful travel experiences.

What this means for European travellers and investors

For Europeans contemplating their next journey, Tanzania offers experiences that combine adventure, cultural depth and responsible travel. A safari in the Serengeti unfolds against the rhythm of nature, while evenings spent with Maasai artisans or in coastal Zanzibari cafés provide insight into vibrant local life. With improved air connections and accessibility, these journeys are more seamless and rewarding than ever before.

Investors, meanwhile, encounter a landscape of opportunity, one where tourism is not only a source of foreign exchange but a tool for inclusive prosperity. With strong official backing and pro-investment policies, Tanzania is positioning itself as a frontier market with real long-term potential.

In President Samia’s own words: “Every visitor supports Tanzanian families, protects our natural and cultural heritage, and invites investment into sustainable growth.”

For European travellers seeking memorable, responsible holidays, and investors looking for growth markets with impact potential, Tanzania stands out, offering not just journeys across distant landscapes, but investment pathways that bring benefit to visitors and communities alike.

Notes to Editors

• The United Republic of Tanzania (URT) recorded 2.14 million international tourist arrivals in 2024, an 18.5 per cent increase compared with 2023.
• Tourism generated approximately USD 3.9 billion in revenue in 2024, according to the National Bureau of Statistics (NBS) and the International Visitors’ Exit Survey Report.
• Total tourist visits, including domestic tourism, reached 5.36 million, surpassing the government’s 2025 target one year ahead of schedule.

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