From Mount Kilimanjaro to Zanzibar Island: Tanzania is the Soul of Africa

Devota Mdachi, Managing Director of Tanzania Tourist Board (TTB), talks about the rebranding of Tanzanian tourism and explains why the new tagline “Tanzania, the soul of Africa” was chosen.

“We decided to rebrand Tanzania, from “Tanzania, the land of Kilimanjaro, Zanzibar and the Serengeti”, to “Tanzania, the soul of Africa”, because we believe that everything started in Tanzania. If you look at our tourist attractions, Mount Kilimanjaro, is the highest in Africa; if you look at Ngorongoro Crater, it is known as the Eden of Africa; if you look at the Selous Game Reserve, we have the largest game reserve in the world; if you look at Lake Tanganyika, it is the longest and deepest in the world, and if you look at the Tanzanian people themselves, they are considered among the most hospitable people in Africa. Therefore, we believe that the whole essence of Tanzania being the ‘soul’ entails that everything began here, which is why we decided to call Tanzania “the soul of Africa”.