Tanzania eyes tourism boom as US, India, Australia join kilifair

Arusha. Tanzania is poised for a significant boost in international tourist arrivals following confirmation that the United States, India, and Australia will, for the first time, participate in East Africa’s largest tourism exhibition—Karibu-Kilifair 2025.

The highly anticipated event is scheduled to take place over three days, from June 6 to 8, at the Magereza Grounds in Arusha.

Organisers expect over 800 exhibitors and travel agents representing more than 40 countries to attend this landmark edition of the fair.

Notably, new participants—namely the US, India, and Australia—will not only showcase their tourism products at dedicated booths but will also send key industry representatives to explore Tanzania’s attractions first-hand.

They aim to market Tanzanian destinations and establish business connections that drive tourism trade and investment.

This development comes in the wake of a record-breaking year for Tanzanian tourism.

The country surpassed its international visitor target by attracting 5.3 million tourists, achieving the milestone three months ahead of schedule.

Tourism revenues hit $3.9 billion, and the sector’s contribution to Gross Domestic Product (GDP) is projected to rise to 19.5 percent by 2026.

“All 40 participating countries will bring exhibitors and travel trade professionals to discover Tanzania’s attractions and forge business-to-business (B2B) networks,” said Kilifair Director, Dominic Shoo, during the event introduction in Arusha.

He said the fair aims to promote Tanzania’s unique tourism offerings, enhance international visibility, and increase the sector’s national revenue.

“We’ve marketed this expo in the world’s top tourism markets, and this year we expect over 15,000 participants, including exhibitors and visitors from across East Africa and beyond,” he said.

“We’re particularly proud to welcome countries such as the US, France, Germany, Italy, the UK, India, Poland, China, the Netherlands, and Spain, which have shown interest in participating,” added Mr Shoo.

Kilifair’s Co-Managing Director, Mr Tom Kunkler, said this year’s theme—“Where Wildlife Meets Business”—captures the fair’s mission to position Tanzania as a premier MICE destination (Meetings, Incentives, Conferences, and Exhibitions), blending tourism with trade and entertainment.

“Tanzania boasts over 945,000 square kilometres of land, with more than 32.5 percent protected under the Ministry of Natural Resources and Tourism. Yet, much of this potential remains under-promoted,” he said.

“Our country is richly endowed with tourism assets that could generate even greater income. That’s why we’ve taken the responsibility to showcase these attractions. Building the tourism sector isn’t the government’s job alone; it’s a shared national mission,” Mr Kunkler added.

CRDB Bank’s Northern Zone Business Manager, Mr Emmanuel Kafui, said the bank’s sponsorship of the fair reflects its recognition of tourism as a vital economic pillar.

“We are ready to offer a range of tailored financial products to tourism stakeholders, including investment loans of up to Sh500 million and international banking services such as foreign currency accounts for bookings and payments,” he said.

Meanwhile, the Tanzania National Parks (Tanapa) Chief Conservation Officer, Ms Yunus Msangi, underscored the importance of domestic tourism fairs in attracting global visitors.

“These exhibitions have significantly contributed to the increase in international arrivals, particularly from high-value source markets,” she said.