TANZANIA TOURISM SECTOR SURVEY - Bank of Tanzania

This market segment (25 – 44) is very important in terms of value and uniquenessas it focuses on the special mix of activities at destination which includes study,work, volunteer placements and adventure (UNWTO, Barometer 2009). However,the results further suggest the need for intensifying promotional efforts to tap othermarket segments such as senior citizens.Table 2.5: Purpose of Visit by Country (in Percentage)COUNTRY/PURPOSEITALYUNITED STATES OF AMERICAUNITED KINGDOMSOUTH AFRICAKENYAGERMANYBusiness 2.5 9.7 13.5 8.2 18.4 9.6 12.0 17.1 7.2 9.3 6.7 67.1 5.4 5.5 7.1Conference 0.7 4.4 3.2 0.8 14.9 3.8 2.6 0.5 1.0 1.5 1.0 3.9 4.8 11.0 5.5Leisure and Holidays 89.3 49.1 58.4 83.9 28.3 66.3 73.5 46.8 83.6 70.7 75.4 8.4 64.6 57.5 71.7VFR 5.9 21.2 20.3 5.9 33.0 16.7 9.8 14.4 6.3 12.7 16.4 18.7 12.2 15.0 11.0Other 1.6 15.6 4.7 1.1 5.4 3.5 2.1 21.2 1.9 5.9 0.5 1.9 12.9 11.0 4.7Total (%) 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100FRANCECANADAAUSTRALIANETHERLANDSUNITED ARAB EMIRATESZAMBIANORWAYSWEDENSWITZERLANDTable 2.5 shows that most of the visitors to Tanzania came for Leisure and holiday.Italy took a lead in this category by accounting for 89.3 percent of the total visitors,followed by South Africa (83.9 percent) and Australia (83.6 percent). On the otherhand, Kenya led in bringing tourists under VFR, followed by the United Statesand the United Kingdom. The prominence of Kenya under VFR is partly due tothe common languages, historical background and cultural ties; thus making theenvironment more familiar.Zambia recorded the highest number of visitors coming to Tanzania for business,followed by Kenya. The prominence of Zambia under the business category waslargely attributed to the inclusion of Tunduma boarder in the survey.15