Abstract
Tanzania contains some of the world's greatest natural wonders. Following major reforms in its foreign tourism policies in the mid-1980s, tourism has increased to become the nation's second leading foreign exchange earner. Tanzania is a less developed nation than its East African neighbours, and seeks to offer a low-density, high-quality, and high-priced tourism experience. Numerous deficiencies, however, are present in its tourism product. A lack of infrastructure, trained staff, and legal and regulatory framework offer severe challenges for the delivery of world-class service quality. In addition to a lack of marketing and promotion, the tourism industry has failed to diversify into areas beyond wildlife, such as culture and beach tourism. Consequently, most visitors treat Tanzania as an add-on to their Kenyan safari. Tanzania however, is moving towards developing the infrastructure necessary to occupy its market niche. With careful planning and management, Tanzania has the tremendous potential to develop a diverse and sustainable tourism industry.
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