Tourism to Tanzania is critically important, accounting for 13% of GDP and employing over 1 million persons. Since the US market is the most important global outbound market and the top overseas market for Tanzania, developing strategies to grow this market was key.
As Americans typically use packaged tours for long haul trips, travel trade alliances and strategies to grow the US market were needed.
An understanding who Americans are and their travel patterns was lacking in Tanzania.
In addition, as Americans are top spenders, Tanzania needed to find ways to get them to spend more and stay longer at the destination.
The Tanzania Tourist Board hired Leve Global to develop a Market Assessment, Marketing Strategy and Communications Plan to grow the American market.