Tanzania’s recent post-election turmoil, which was marked by reports of violence and allegations of tightening government control, has cast a shadow over one of East Africa’s most important tourism economies.
While the full impact on tourism will take months to measure, early indicators suggest that recent events may reshape global perceptions – a critical factor in a sector that relies heavily on safety, confidence and political predictability.
Perception vs reality
For tourism, the immediate product of wildlife safaris, beaches and cultural sites has not changed. Yet “the perception has”, says Barry Clemens, Group CEO of HospitalityEQ. “That perception slows bookings. Headlines about instability don’t help when people are planning safaris.”
Chairman of East Africa Tour Guides and Drivers Association Felix Migoya echoes the same sentiment. “Although the immediate effect can’t be felt at the moment, there will be a long-term effect.”
Tourism insiders describe the situation as unusual for Tanzania – a country with a global image long anchored in peace, friendliness and “Hakuna Matata” ease.
“Instability is never positive for a tourist destination,” says Håvar Bauck, Founder of Hotel Online. “Tanzania generally has a very positive international image and such events may shake up perceptions.”
However, he expects, unless instability persists, the effects may be short-lived. “Things will probably be back to normal in a few months,” says Bauck although acknowledging that the peak December season may still take a hit.
Tourism professionals point out a critical distinction: mainland Tanzania and Zanzibar operate almost like separate brands in the eyes of travellers. Zanzibar has already shown signs of rebounding faster.
Even so the broader narrative of political instability persists – even Zanzibar’s gains could be limited by shifting regional perceptions.
Knock-on effect
Any decline in Tanzanian tourism risk could directly hurt Kenyan travel companies, cross-border tour operators and the economies of border regions. Kenya’s tour firms that package multi-country safaris, often combining Kenya’s Maasai Mara with Tanzania’s Serengeti and Zanzibar, are especially vulnerable.
Beyond travel advisories, escalating political tension increases the risk of more serious issues.
There have been reports of Kenyan and Ugandan activists detained or harassed in Tanzania. These incidents amplify fears among regional travellers that political dissenters are being targeted – a warning sign for those planning cross-border travel.
“Such developments do more than scare off tourists. They undermine trust. When people hear that opposition figures from Kenya were arrested or mistreated, they may question whether they too could be perceived as ‘outsiders’ or face scrutiny while traveling,” says Clemens.
Tourism insiders emphasise that, while politics remains outside the control of tour operators, the industry must respond strategically. Clemens outlines a four-point strategy already being deployed by regional firms.
“First, operators need to own the narrative by communicating clearly and consistently about safety, ongoing operations and real on-the-ground conditions. At the same time, marketing efforts should refocus on core experiences, highlighting Tanzania’s wildlife, cultural heritage, architecture and community stories instead of allowing unrest to dominate the conversation,” he recommends.
Strengthening the industry’s cohesion is also critical with tour operators, hotels, governments and regional tourism bodies speaking with one unified voice to reassure travellers, adds Clemens.
“Finally, operators must diversify their source markets so that, if Kenyan bookings drop, domestic tourists, other African travellers and long-haul visitors can help sustain the sector.”
