Madrid, Spain — Tanzania has concluded a highly successful participation at the International Tourism Trade Fair (FITUR) 2026, which took place from 21–26 January in Madrid, reaffirming the country’s growing visibility and competitiveness in the global tourism market.
Tanzania’s representation at FITUR 2026 more than doubled compared to previous years, reflecting rising confidence and engagement from both public institutions and the private sector. While fewer than 20 Tanzanian tour operators attended the fair last year, participation surged to 45 tour operator companies in 2026, driven by tangible business benefits and stronger stakeholder coordination.
The exhibition also saw expanded involvement from key public and sector-governing institutions. Alongside the Tanzania Tourist Board (TTB), major conservation authorities—Ngorongoro Conservation Area Authority (NCAA) and Tanzania National Parks (TANAPA), were represented, while Zanzibar’s participation was coordinated by the Zanzibar Commission for Tourism (ZCT).
Speaking on the outcomes of the fair, TTB Director of Marketing, Mr. Ernest Mwamwaja, expressed appreciation to the Embassy of the United Republic of Tanzania in France, accredited to Spain, for its critical support during preparations and throughout the event. Representing the Ambassador at FITUR, Ms. Eva Mashala commended TTB, ZCT, NCAA, and TANAPA for their continued commitment to promoting Tanzania’s diverse tourism offerings. She also acknowledged the role of the Tanzania Local Tour Operators (TLTO) and the Tanzania Association of Tour Operators (TATO) in coordinating broad private-sector participation.
Beyond promotional activities, TTB leveraged FITUR 2026 to conduct strategic engagements with international tour operators and partners from key source markets, as well as high-level discussions with airlines aimed at boosting international visitor arrivals. The delegation also held meetings with UN Tourism at its Madrid headquarters, focusing on accelerating sustainable tourism growth and strengthening institutional cooperation.
FITUR 2026 further provided a platform for NCAA and TANAPA to showcase new tourism products, while highlighting ongoing improvements in infrastructure, service delivery, and long-term strategies designed to enhance Tanzania’s global tourism competitiveness.
The fair attracted over 10,000 companies from more than 160 countries, offering Tanzania a powerful platform to deepen partnerships and expand its footprint in international tourism markets.
