RUAHA CATHOLIC UNIVERSITY

Inadequate involvement of tourism players impedes realisation of the Royal Tour Film initiatives in Tanzania. The film was one of the government’s efforts to revitalize the Tourism Industry after the COVID-19 pandemic. Through qualitative and quantitative methods, it was revealed that there was inadequate awareness of the expected impact of the film amongst the tourism players, which leads to lack of preparedness for receiving, hosting and handling massive numbers of tourists at the destination. The majority of tourism players face serious capacity issues, including little understanding of the legal and policy issues governing tourism businesses. This calls for the government and private sector intervention to mitigate the existing gaps if Tanzania wants to maintain its tourism competitiveness. Future studies may focus on the need to assess the capacity gaps in Tanzania’s missions abroad for effective implementation of similar initiatives.

Tourism players, Royal Tour Film, Tanzania, Tourism businesses