The Grand Kagera Tour: A Cultural Revolution in the Making, Redefining Tanzanian Tourism

By Adonis Byemelwa

Karagwe – Set for July 2025, the 2nd Grand Kagera Tour is on the horizon, driven by the relentless vision of Goodhope Ntimba. As the director of Sepenga Entertainment, she is on a mission to redefine Kagera’s tourism landscape, championing cultural heritage in a way that promises to leave a lasting impact.

Sitting in her modest home in Omurushaka, Karagwe, surrounded by stacks of proposals and research documents, she speaks passionately about her mission: putting Kagera on the global tourism map.

“I may not have a formal degree, but my heart beats for this,” she says with conviction. “People assume tourism is just about safaris and mountain climbing, but cultural tourism is the future.”

The first edition of the Grand Kagera Tour was met with enthusiasm but faced financial hurdles. “We had incredible support from local politicians—some provided transport, others tents—but the financial contributions were far from what we needed,” Ntimba recalls.

Despite a budget exceeding 250 million Tanzanian shillings, the team barely secured a fraction of that amount. Yet, against the odds, the event took place.

“The beginning is always tough,” she says with a knowing smile. “Some people thought I was positioning myself for politics, but that couldn’t be further from the truth.”

She remains undeterred. For the second edition, she has doubled down on cultural tourism, convinced it holds the key to a sustainable and distinctive experience.

“I spoke to a friend in Canada, and he told me how they have beautifully designed zoos that attract visitors. But you see, you can replicate a zoo anywhere. You can’t replicate the feeling of standing under the cascading Rusumo Falls or immersing yourself in the traditions of the Wanyambo, Wahaya, wahangaza, and Wasubi people. That is what makes us unique.”

Ntimba has been relentless in her pursuit, drafting 45 detailed proposals and distributing them to key tourism stakeholders across Tanzania. One striking initiative is a statue of President Samia Suluhu Hassan, capturing the spirit of the Royal Tour—a project that has already generated significant buzz. “That statue isn’t just art. It’s a statement. It represents our commitment to elevating Kagera’s tourism profile on a national and international scale.”

Another ambitious undertaking is a tourism magazine cataloging over 75 attractions across Kagera’s districts. “We have done the groundwork. This magazine will be a blueprint for visitors, showcasing the region’s hidden gems,” she says, flipping through the pages of a prototype filled with breathtaking imagery and detailed descriptions.

Karagwe, one of Kagera’s districts, is set to host a grand cultural festival, a move aimed at celebrating and preserving the region’s rich heritage. But that’s not all. Ntimba (pictured 2nd left) is also championing the establishment of a cultural film industry. “It’s time we tell our own stories,” She insists. “Right now, Tanzanian films are saturated with themes of romance and witchcraft. Where is our history? Where are the narratives of our people?”

She draws inspiration from Nigeria, a country that has successfully embedded its culture in global cinema. “When you watch a Nollywood movie, you see Nigeria’s reality. But here? Most of our films are shot in lavish homes with Western-style settings. We need films that reflect the real Tanzania—our traditions, our struggles, and our triumphs.”

For Ntimba, the vision extends beyond entertainment. She sees it as a way of educating the younger generation. “Our children need to understand where they come from. The chiefdoms in Kagera need to be preserved, their stories documented for future generations. If we don’t act now, we risk losing our heritage.”

Beyond the cultural and historical allure, Kagera is a natural wonder. The region boasts an enviable landscape, from the verdant Burigi-Chato National Park to the awe-inspiring Rusumo Falls bordering Rwanda. Lake Victoria’s serene shoreline is another jewel in Kagera’s crown, offering breathtaking views and an untapped potential for water-based tourism.

The initiative is part of a broader movement in Tanzania to decentralize tourism from the traditional hotspots. The Tanzania Tourist Board’s cultural tourism program, established in 1996, has been instrumental in this effort, supporting local enterprises and ensuring that tourism revenue benefits the communities involved.

“This isn’t just about attracting visitors; it’s about uplifting entire communities,” Ntimba emphasizes. “When locals see the value of cultural tourism, they become its biggest ambassadors.”

Tourism is one of the fastest-growing sectors globally. Official figures now confirm Tanzania's tourism industry has roared back to life, with arrivals hitting a record 2.026 million. The latest data from the Bank of Tanzania (BoT) reveals that these visitors poured a staggering $3.534 billion into the country’s economy in the year ending July 2024—an impressive $531.8 million increase from the previous year.

BoT’s Monthly Economic Review (MER) attributes this surge to a combination of factors: global travel recovery post-COVID-19 and Tanzania’s relentless marketing efforts, including the high-impact documentary, 'Tanzania: The Royal Tour.'

The initiative, personally led by President Samia Suluhu Hassan, showcased the country's breathtaking landscapes and rich cultural heritage, captivating audiences in New York, Los Angeles, and back home in Zanzibar and Arusha. The message was clear: Tanzania is open, ready, and waiting for the world to explore.

This upswing in tourism translated into a broader economic boost, with Tanzania’s total service receipts climbing to $6.706 billion from $5.542 billion the previous year. Analysts see this as not just a recovery but a turning point. The country had initially set a target of two million tourists for 2020, only to see numbers plummet due to the pandemic. Now, it has not only rebounded but exceeded expectations, setting a new standard for what’s possible in the sector.

For local players, this resurgence is both a victory and a call to action. Samuel Daniel, chairman of Tanzania Local Tour Operators (TLTO), stressed the importance of keeping the momentum alive.

While 'The Royal Tour' put Tanzania in the global spotlight, he argues there’s still a vast audience that remains unaware of the country's diverse attractions. The push, he insists, must continue—especially through sustained efforts by the Tanzania Tourist Board and the Ministry.

Yet, tourism isn’t just about marketing; it’s about experience. And that’s where The Kagera Grand Tour Season 2 is set to make waves. If the first edition proved anything, it’s that cultural tourism is an untapped goldmine.

Visitors are looking for more than just wildlife safaris—they want to immerse themselves in Tanzania’s history, traditions, and way of life. The upcoming Grand Tour aims to meet this demand, showcasing Kagera’s unique cultural and natural wonders in a way that rivals any global tourism campaign.

Fatma Mwassa, the Kagera Regional Commissioner, has been a driving force behind this shift, championing tourism as a key pillar for the region’s economic growth. She has been instrumental in pushing for better infrastructure, increased funding, and policies that promote cultural tourism.

Under her leadership, Kagera is not just positioning itself as a destination but as an experience—one that fuses nature, history, and community into an unforgettable journey for visitors.
There is also a strong focus on capacity-building. Training programs for local guides, entrepreneurs, and hospitality professionals are in the pipeline, ensuring that the region offers top-tier experiences to visitors. “It’s about sustainability,” Ntimba asserts. “We want tourists to come, fall in love with Kagera, and keep coming back.”

The Kagera Grand Tour is set to be a defining moment for the region. “We are ready,” Ntimba declares. “This is more than tourism. It’s about identity, about legacy. And trust me, the world is going to take notice.”

With a leader as determined as Goodhope Ntimba at the helm, it’s hard to doubt that Kagera is on the brink of something extraordinary.