Creating a marketing and promotional strategy to assist the Government of Tanzania and the private tourism sector value, market and increase tourism visitation to the Southern Circuit.
- Client: The Ministry of Natural Resources and Tourism
- Partners: Tanzania Tourism Board, Haak Neel Production Limited, tourism industry stakeholders
- Project Duration: June 1, 2020 – October 31, 2021
Project Description
The majority of tourism to Tanzania is currently focused on the Northern and Eastern regions of the country. The less frequented parks of the Southern Circuit are home to incredible wildlife, including 10% of the world’s lion population and the most bird species found in the country. The region also offers visitors stunning scenery, authentic experiences with local communities and can be combined with the stunning beach and marine attractions along the Indian Ocean coastline. As the Southern Circuit is less well known, travelers venturing off-the-beaten-track are rewarded with the feeling of being somewhere truly wild.
Solimar conducted market research to inform a detailed and action oriented five-year marketing and promotional strategy on behalf of the World Bank-funded Resilient Natural Resource Management for Tourism and Growth Project (REGROW). This strategy will ensure that Southern Tanzania becomes a well-known tourism hub and positions itself as a leading destination in Africa among tour operators, travel agents, and tourists.
To elevate tourism specifically to Mikumi National Park, Ruaha National Park, Udzungwa National Park, and Nyerere National Park, Solimar also developed a consistent brand identity and a series of initial promotional materials for to ensure the initial marketing efforts target the identified market segments and highlight the incredible offerings of Southern Tanzania.
Improved marketing of the region is one of the quickest and most effective ways to promote rapid transformative growth of the tourism sector in southern Tanzania. The need for tourism in this region is strong as it can contribute directly to the conservation of protected areas by bringing visitors to important wildlife sites to learn, participate, and support local economies. Revenue from park-entrance fees and tours can be allocated specifically to pay for the protection and management of environmentally sensitive areas, while other tourism revenue can provide incentives to local communities to value and protect their natural resources.
Major Activities
- Develop a marketing and promotional strategy that differentiates the offerings of the Southern Circuit: The elements that make it unique include the attributes that differentiate the region from Northern Tanzania and other destinations in East Africa focused on wildlife and culture. This uniqueness is what needs to be highlighted to ensure the brand resonates with the right target audiences.
- Secure industry buy-in of the marketing strategy: To ensure private sector partners activate the strategy, amplify marketing messages, and sell the Southern Circuit.
- Build local capacity: Through building relationships within the Tanzania Tourist Board and the partners in the region to work collaboratively to communicate with and attract markets.
- Bring the Southern Circuit Brand to Life: The brand will be brought to life through the development of brochures, a photo bank and promotional videos for the Southern Circuit.
Results
- A tourism marketing strategy and brand for the Southern Circuit that differentiates the region while creating a sense of pride among local residents.
- Broad support and buy-in of the marketing and promotional strategy from the communities and private sector in Tanzania.
- Effective and low-cost communication tools that industry partners can use immediately to begin communicating and attracting more visitors and sales partners.
