From October 27, 2026, to January 15, 2027, more than 400 buses across Tanzania are expected to feature tourism-related content aimed at reaching passengers and raising awareness of the attractions available throughout the country.
The innovative initiative, introduced by the Tanzania Tourist Board (TTB), seeks to further strengthen Tanzanians’ enthusiasm for exploring the country’s tourist attractions ahead of the anticipated peak tourism season during the end-of-year holidays.
As part of the campaign, celebrities, social media influencers and the Tanzania Bus Owners Association (TABOA) will participate in promoting domestic tourism and encouraging more citizens to travel within the country.
TTB Director General, Dr Thereza Mugobi, said more than 400 buses were expected to feature tourism-related content to reach passengers and raise awareness of attractions available across the country.
She noted that the campaign would also introduce special offers and affordable travel packages to enable Tanzanians from different income groups to participate in tourism according to their financial capabilities.
She added that tourism extends beyond wildlife parks to encompass beaches, historical sites, cultural heritage, traditional cuisine, arts and festivals, which also provide income-generating opportunities for entrepreneurs and service providers.
For his part, TABOA Vice-Chairperson, Mbazi Mbazi, said the association supported the timely initiative and would establish arrangements to ensure buses display films and television channels showcasing the country’s tourist attractions.
“So far, we have arranged our buses to transport passengers to different tourist destinations while they watch films promoting these attractions. We are doing this out of patriotism, and we are ready to promote our country,” he said.
Popular comedian Fadhil Atick, popularly known as Pengo, said he would work with other stakeholders to produce various forms of content encouraging Tanzanians to visit tourist attractions across the country.
Actress Leah Mwendamseke, popularly known as Lamata, said social media influencers and other public figures would use their platforms to promote domestic tourism while leading by example by visiting different destinations.
In another development, Maxwell Shayo, popularly known as Mzee Shayo, said it was surprising that some Tanzanians failed to visit local tourist attractions despite the relatively low entrance fees.
He cited an entrance fee of 5,900/- per person for Tanzanians, compared with 30 US dollars, equivalent to approximately 79,000/- for foreign visitors entering the country’s attractions. He urged citizens to take advantage of the opportunity to explore their own country.