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Attracting UK Football Fans

Tanzania woos British tourists through English Premier League

Apolinari Tairo, eTN  Aug 25, 2010

TANZANIA (eTN) - In its new campaign to attract more tourists from United Kingdom, Tanzania has targeted the ongoing English Premier League to market its tourist attractive icons through digital video advertising in various British stadiums.

Under such a campaign, Tanzania becomes the first African tourist destination to place its digital adverts in various stadiums, looking to attract football fans from the UK to visit this African destination.

The campaign, which has been designed and coordinated by the Tanzania Tourist Board (TTB) and supported by other tourist stakeholders, had targeted six stadiums of which 114 football matches will take place between this month and May next year.

The Board’s (TTB) managing director, Dr. Aloyce Nzuki, said Tanzania will be taking advantages of the English Premier League to market its tourist icons of Mount Kilimanjaro, the greatest wildebeest migration in the Serengeti National Park, and warm beaches of Zanzibar and the Indian Ocean coast.

He said the adverts will be seen around respective stadiums through an LED Perimeter Advertising System lasting 30 seconds. The advert will be displayed six times in every match played, making a total of three minutes of display at each match played.

Since the start of the league last week, Tanzania’s tourist adverts have been displayed during the matches between Blackburn Rovers, Sunderland, and Wolves.

Dr. Nzuki said the ongoing campaign has been supported by Tanzania’s tourist-based institutions including Tanzania National Parks, Ngorongoro Conservation Area, and the parent ministry of tourism.

It has been anticipated that more than two billion people will have access to the matches through television casts with two million people accessing the Tanzania tourist adverts through attendance in stadiums, while another 100 million people are expected to see the images of Tanzania through their television sets.

For the past two weeks, some 186,522 people in the UK have seen Tanzania’s tourist images through participation in the English Premier League.

Tanzania will also participate at the World Travel Market (WTM) in London to strengthen tourism marketing campaigns in the UK and other key European market sources.

United Kingdom is the leading single source of tourists visiting Tanzania, bringing about 60,000 tourists every year while closely followed by the United States, which brings about 55,000 tourists to this African safari destination every year.

Tanzania plans to reach the one million tourist arrival mark, but with great attention to nature conservation through responsible tourism, which advocates the wise use of tourist products through the optimum number of visitors in respective attractive sites.

Tanzania President Mr. Jakaya Kikwete said in a speech to wind-up his first term in office last month that tourism stands as Tanzania’s leading economic sector with more foreign income earnings and high-profile revenue collections from visitors and tourist investments.

Mr. Kikwete said tourism gains increased from US$823.5 million in 2005 up to US$1,198.8 million (US$1.198 billion) in 2008, with positive indications for more tourists to visit Tanzania and increased revenue collection from 2010 ahead.

Tanzania woos British tourists through English Premier League
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