DAR ES SALAAM: Welcome to the latest episode of “The Mama Samia Show” – the high-energy spectacle where Her Excellency President Samia Suluhu Hassan, takes centre stage in promoting our beautiful nation.
Her leadership has been nothing short of a blockbuster, from showcasing Tanzania’s breathtaking landscapes in her hit documentary The Royal Tour to hosting the vibrant Kizimkazi Festival.
Yet, amidst these triumphs, our local tourism promoters seem to have perfected the art of staying out of the spotlight.
And when I say, “tourism promoters,” I am talking about the entire ecosystem that plays a role in shaping and pushing the tourism sector forward. That means everyone— from those high-up ministry officials with their polished speeches to the folks in the private sector hustling on the ground, not forgetting the sponsors who seem to focus their efforts based only on where “mama” decides to visit.
It’s the whole cast of characters trying to put Tanzania on the map, but sometimes it feels like they’re only rolling out the red carpet where there’s some bigwig interest.
Having said that, let’s rewind a bit to three years ago when The Royal Tour film dropped like a bombshell, exploding with cinematic flair and natural beauty that showcased Tanzania’s unparalleled landscapes.
Mama Samia, armed with a smile and charisma that could make the Serengeti lions purr, took the world on a personal tour of her country’s wonders. Thousands of tourists flocked to Tanzania, credit cards ready to be swiped faster than a Maasai warrior running a marathon.
National parks were buzzing, Zanzibar’s beaches were overflowing and Kilimanjaro received more foot traffic than a Dar es Salaam traffic jam. Mama Samia’s promotional prowess was as undeniable as the rains in the rainy season. And where were our local tourism promoters during all this?
Were they huddled in strategic meetings, brainstorming how to capitalise on this newfound attention? Nope! They were probably napping, lounging in their office chairs, perhaps even sipping coconut juice, lazily basking in the reflected glory of Mama’s hard work.
After all, why hustle when Mama’s the one doing all the heavy lifting? It’s like sitting back in a hammock while your grandmother does all the farm work – shameful, but oh, so comfortable. Fast forward to 2024 and Mama Samia has done it again.
This time, she put on the glitziest, beachiest, most electrifying event of the year – the Kizimkazi Festival. It was sun, sand and sound throughout, with Zanzibar’s coastal village of Kizimkazi turning into a hub of music, dance and cultural celebration.
It was a melting pot of tradition and modernity, with a line-up that would make even Sauti za Busara organizers green with envy. From old and contemporary Taarab rhythms to Zenji Bongo Flava beats, it was a cultural fiesta that had people swaying like palm trees in the wind.
Mama wasn’t just throwing a party; she was showcasing what makes Tanzania unique, weaving the rich tapestry of our Swahili culture with a vibe so cool it could make even penguins jealous.
Tourists came in droves, flights were booked solid and hotels couldn’t find enough pillows to put under heads. But here’s the kicker: while Mama was leading the charge with a festival that left everyone talking, what were our so-called tourism promoters doing?
If you guessed “nothing,” give yourself a pat on the back. They were too busy keeping their office chairs warm, perhaps perfecting the art of paper shuffling without any actual work being done.
It’s almost like their job titles should be changed to “Chief Officers of Chillaxing.” You’d think the success of The Royal Tour and the Kizimkazi Festival would inspire some creativity among the ranks of our tourism board, right? Maybe a new festival in Dodoma, a safari-themed fashion week in Kigoma, or a Kilimanjaro marathon for grandmas.
Instead, what we got was a whole lot of nothing. Zero. Zilch. Nada. It’s almost as if the only job description our tourism promoters have is to show up when Mama Samia cuts the ribbon and make sure they’re front and centre in the photo ops.
Say Cheese! And smile for the camera and don’t forget to kiss the boss’ ring! It’s become a routine so predictable that even a broken clock would be envious.
Mama comes up with a brilliant idea and implements it with precision and flair, and then there’s the entourage of promoters, nodding along enthusiastically, perhaps even applauding – but only after making sure the cameras are rolling.
Once the event is over, it’s back to the office to do… whatever it is they do, which, judging by the results, isn’t much. Here’s a novel thought for our tourism promoters: how about taking some initiative? Imagine the possibilities!
A series of regional festivals that highlight Tanzania’s rich cultural diversity, each one a mini-Kizimkazi.
Or how about digital campaigns that reach out to the global market, riding the wave of Mama Samia’s successes? Heck, at this point, even a small effort would be a giant leap promoter-kind. But, instead, the prevailing attitude seems to be one of hibernation.
Maybe they’ve mistaken the cool office air conditioning for a natural urge to sleep through the heat of innovation. Who knows? Let’s be clear:
Mama is not a one-woman show, even though she’s playing the role magnificently. Tourism is a multi-billiondollar industry with the potential to transform Tanzania’s economy.
But it requires more than one superstar to make it shine. Our tourism promoters need to shake off the dust, step out of their comfort zones, and start showing some initiative. In other words, steal a leaf or two out of Mama’s handbook and do something proactive for a change.
Mama has shown, time and again, how it’s done. Whether it’s through a blockbuster film or a blockbuster festival, she’s putting Tanzania on the map.
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It’s time for a wake-up call. This isn’t a vacation; it’s a job. And that job is to promote Tanzania, to showcase its beauty, culture and warmth to the world. So, to all the promoters out there: Put down the coconut juice, step away from the hammock and start working.
Mama Samia has set the stage. Now, it’s your turn to keep the show going. So, what’s it going to be? Are you going to keep snoozing in your comfy office chairs, or are you going to take the baton Mama Samia has handed you and run with it?
The choice is yours. Well, what I’ve just done, ladies and gentlemen is what we call “kujilipua” —a fearless leap into the fire, knowing full well the heat that’s coming.
Speaking truth to power, especially when it’s the kind of truth that can sting, is not for the faint-hearted. And make no mistake, the sting of these words is felt not only by those tourism promoters lounging in their airconditioned offices but also by Mama herself.
Because the truth is, no matter how much she does, the burden of promoting our beautiful nation cannot be a one-woman show. It’s simply too big for one person, even someone with the vision and determination of Mama Samia.
Now, instead of rallying behind these hard truths and coming up with innovative strategies to take our tourism to new heights, what will these so-called tourism promoters do?
They’ll likely roll up their sleeves—not to work, mind you, but to shoot the messenger! Oh yeah, it’s easier to shoot the messenger than to fix the message. It’s easier to call this messenger names than to come up with initiatives that could rival the success of the “Royal Tour” or the Kizimkazi Festival.
That’s the unfortunate reality. But here’s my challenge to them: Stop wasting time trying to silence the voices that call for change. Instead, invest that time and energy in creating more events, more films, more festivals—anything that can replicate the magic Mama Samia has shown is possible.
Tanzania’s potential is boundless and it’s high time those entrusted with promoting it start acting like it. “Kujilipua” isn’t about recklessness; it’s about bravery, about sparking the fire of accountability and progress.
So, let’s see that same fire from those who hold the keys to our tourism future. But most importantly try to remember that history doesn’t wait for the lazy. And Mama Samia surely won’t either.
The post The Mama Samia Show: How the President is reviving tourism while promoters snooze first appeared on Daily News.