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e 2008 International Visitors Exit Survey Report

TANZANIA TOURISM SECTORSURVEY

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ANZANIA OURISM SECOR SURVEY

Te 2008 International Visitors Exit Survey Report

Dar es Salaam, June 2010

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TABLE OF CONTENTS

Acronyms....................................................................................................... iv

Foreword........................................................................................................ vAcknowledgement.......................................................................................... viExecutive summary......................................................................................... viiList o ables................................................................................................... xiList o Charts.................................................................................................. xii

Chapter 1: Recent Developments in the ourism Industry......................... 1

1.1 Global Perspective............................................................................... 11.2 anzanian Perspective.......................................................................... 21.2.1 Domestic ourism............................................................................... 21.2.2 Emerging Source Markets.................................................................... 21.2.3 Legislation.......................................................................................... 31.2.4 ourism Developments....................................................................... 3

Chapter 2: Analysis o Survey Results........................................................ 5

2.0 Introduction........................................................................................ 52.1 Source Markets................................................................................... 52.2 ravel Arrangement............................................................................. 72.3 Age Group.......................................................................................... 102.4 Gender................................................................................................ 112.5 Visitors by Purpose o Visit................................................................. 122.6 Length o Stay..................................................................................... 162.7 Average Length o Stay by Purpose o Visit......................................... 192.8 Departure Points................................................................................. 202.9 Expenditure Analysis........................................................................... 212.9.1 otal Expenditure............................................................................... 212.9.2 Average Expenditure........................................................................... 222.9.3 Expenditure at Destination................................................................. 242.10 Areas or Improvement........................................................................ 25

Chapter 3: Conclusion and Recommendations.......................................... 26

3.1 Conclusion......................................................................................... 263.2 Recommendations.............................................................................. 26

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Appendices.................................................................................................... 28Appendix I: Survey Methodology................................................................... 29i. Introduction............................................................................................ 29ii. Scope o the Survey.................................................................................. 29

iii. Sample Size.............................................................................................. 29iv. Survey Period........................................................................................... 29v. Survey Coverage...................................................................................... 29vi. Enumerators Manual.............................................................................. 30vii. raining o Enumerators.......................................................................... 30viii. Te Questionnaire................................................................................... 30ix. Data Processing....................................................................................... 30x. ourist Expenditure Estimation............................................................... 31

Appendix II : Questionaire........................................................................... 33

References.................................................................................................... 36

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ACRONYMS

ACL Air anzania Company Limited

BOP Balance o PaymentsBO Bank o anzania

FDI Foreign Direct Investment

ILO International Labour Organisation

JNIA Julius Nyerere International Airport

KIA Kilimanjaro International Airport

MDGs Millennium Development Goals

MOFEA Ministry o Finance and Economic Aairs

MID Ministry o Inrastructure Development

MIM Ministry o Industry, rade and Marketing

MLHHSD Ministry o Land, Housing and Human Settlements

Development

MNR Ministry o Natural Resources and ourism

NAM Namanga

NBS National Bureau o Statistics

PMO-RALG Prime Ministers Oce- Regional Administration and Local

Government

AA anzania Airport Authority

ANAPA anzania National Parks

IC anzania Investment Centre

SS anzania ourism Sector Survey

UNESCO United Nations Educational, Scientic and Cultural Organization

UNWO United Nations World ourism Organisation

UR United Republic o anzania

VFR Visiting Friends and Relatives

WHC World Heritage Centre

ZAA Zanzibar Airport

ZAI Zanzibar Association o ourism Investors

ZC Zanzibar Commission or ourism

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FOREWORD

ourism has continued to play an important role in the anzanian economy andis rated among the astest growing sectors in the country. Te sector has recorded

improved perormance in recent years as evidenced by the increasing number otourist arrivals rom 582,807 in 2004 to 770,376 in 2008. Likewise, tourismearnings rose rom USD 746.0 million in 2004 to USD 1,288.7 million in 2008.Te good perormance is largely attributed to the macroeconomic reorms andincreased promotion o anzania as a unique tourist destination.

In order to sustain such perormance, timely availability o accurate inormationon tourism is important or policy ormulation, planning and investment. In

ensuring that inormation on tourism continues to be available, the multiinstitutional committee which consists o the Ministry o Natural Resources andourism (MNR), Bank o anzania (BO), National Bureau o Statistics (NBS),Immigration Department and the Zanzibar Commission or ourism (ZC)conducted the International Visitors Exit Survey in 2008.

Te key objective o the survey was to collect up-to-date inormation on touristexpenditure to be used in the ourist Expenditure Model or estimation ointernational tourism receipts or compilation o National Accounts (NA) and

Balance o Payments (BOP) statistics. Te survey also aimed at obtaining inormationthat is used or strategic planning, tourism promotion and macroeconomic policyormulation.

In this regard, we are glad to introduce the 2008 anzania ourism Sector Survey(SS) Report which provides important tourism statistics such as, tourist earnings,source markets and purposes o visit. Te report also highlights some areas orimprovement like airport acilities and roads leading to the tourist attractions.

It is our expectation that this report will be a useul source o inormation to policymakers, investors, academicians and other stakeholders in the tourism industry.

Hon. Shamsa Mwangunga (MP) Prof. Benno NduluMinister GovernorMinistry of Natural Resources and Tourism Bank of Tanzania

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ACKNOWLEDGEMENT

Te Steering Committee o the anzania ourism Sector Survey (SS) wishes toconvey proound gratitude to all those who were behind the successul completion

o the 2008 International Visitors Exit Survey. Special appreciation should go to theChie Executives o the participating institutions namely; the Ministry o NaturalResources and ourism (MNR), Bank o anzania (BO), National Bureau oStatistics (NBS), Immigration Department, Zanzibar Commission or ourism(ZC) and the ourism Conederation o anzania (C) or their valuable supportand guidance.

Special recognition should also go to the Immigration Department sta, particularly

Ocers In-charge at the Julius Nyerere International Airport (JNIA) in Dar-es-salaam, Zanzibar Airport (ZAA), Kilimanjaro International Airport (KIA), Namangaand unduma boarder points. Likewise, our proound thanks should go to eldenumerators and data entrants or making the survey a success.

Te 2008 International VisitorsExit Survey Report was prepared under the overallsupervision o Ms M. Mmari (Director o ourism MNR) and Dr J. L. Masawe(Director Economic Research and Policy-BO). Te echnical eam was led byI. Mussa (Assistant Director-MNR) in collaboration with Mrs. G. Mwakibolwa

(Manager, International Economics and rade Department- BO). Other memberso the team were P. Mwiru (MNR), V. esha (NBS), . Mwisomba (NBS), R.Lyatuu (Immigration Department), Dr. C. Masenya (BO), Mrs V. Kejo (BO)and M. Jaer (ZC), while F. Shayo rom BO managed data processing.

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EXECUTIVE SUMMARY

Rationale

anzania, like other developing countries aims at attaining a high economic growthand poverty reduction. Tis can be achieved by implementing sound macroeconomicreorms, which include conducive investment environment or attracting bothdomestic and oreign investments. So ar, achievement has been recorded in sectorslike tourism, where increased investments in accommodation establishmentshave been registered. Te improved perormance o the tourism industry is alsoattributable to the joint eorts taken by the Government and the private sector indeveloping the industry and marketing the country as a unique tourist destination.

Te sustainability o development in the tourism industry depends on the availabilityo reliable tourism inormation or policy ormulation and decision making.In view o this, ve institutions namely: the Ministry o Natural Resources andourism, Bank o anzania, National Bureau o Statistics, Immigration Departmentand the Zanzibar Commission or ourism (ZC) have been jointly carrying outInternational Visitors Exit Surveys. Te rst comprehensive survey was conductedin 2001, and it was ollowed by a series o short surveys in 2004, 2005, 2006 and

a comprehensive survey in 2007. Te survey was carried out in December, 2008 atthe ve major exit points, namely: the Julius Nyerere International Airport (JNIA),Kilimanjaro International Airport (KIA), Zanzibar Airport (ZAA), unduma andNamanga (NAM); which are road border posts.

Objectives o the Survey

Te International Visitors Exit Survey had the ollowing key objectives: Toupdateinformationontouristearningsforimprovingcompilationof

National Accounts (NA) and Balance o Payments (BOP) Statistics. Tosetbenchmarksforstatisticsonthetourismindustry. Togatherinformationfortourismpromotionandmacroeconomicpolicy

ormulation. ToprovideabasisforconstructionofTourismSatelliteAccount(TSA).

Survey Management

Te anzania ourism Sector Survey is managed and implemented by the Steering

and echnical Committees, whose members are drawn rom the ve participatinginstitutions namely: the Ministry o National Resources and ourism, Bank oanzania, National Bureau o Statistics, Immigration Department and the ZanzibarCommission or ourism.

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Report Structure

Tis report is divided into three chapters. Te rst chapter depicts the recentdevelopments on the ourism Industry, both at global and national perspective.

Analysis o survey results is presented in chapter two, while the conclusion and

recommendations are provided in chapter three. Te survey methodology is includedas appendix I.

Main Findings o the Survey

anzania Earned USD 1,288,699,561 rom ourism Activities in 2008

Using the ourist Expenditure model, it is estimated that anzania earned USD1,288,699,561 in 2008, out o which Zanzibar earned USD 160,258,272. Tese

earnings accrued rom 770,376 and 98,677 international visitor arrivals to anzaniaand Zanzibar, respectively. ourism earnings to Zanzibar were low in 2008 comparedto the previous year, largely due to the Global Financial Crisis which led to a declinein international visitor arrivals.

Average Expenditure

Te survey results show that the overall average expenditure or holiday visitors whocame under package arrangement was USD 209 per person per night, while that o

non package was USD 186 per person per night. Te result indicates that overallthe package arrangement tours are relatively more expensive than the non packagetrips due to convenience during travel, saety and ease o reservation through travelagents.

Length o Stay

Te overall average length o stay or visitors to the United Republic o anzaniawas 10 nights. Tis is a lower average length o stay compared to an average o 12

nights recorded during the past three years. Te decline in the average length o stayis partly due to seasonality as the survey was conducted in December (mini-peaktourist season). Te average length o stay within anzania Mainland was nine daysand Zanzibar was seven days.

Major ourist Source Markets in anzania

Te ollowing are the main source markets or 2008:1. Italy

2. United States o America3. United Kingdom4. South Arica5. Kenya

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Te survey results depict the dominance o Italy, the United States o America andthe United Kingdom as major tourist source markets to anzania. Tis is largely dueto enhanced promotional eorts in those countries. Meanwhile, Italy continues tobe the major tourist source market or Zanzibar, ollowing the existence o Italian

accommodation investments and direct fights rom Italy. Te same pattern has alsobeen observed during the previous surveys.

Te Majority o Visitors were o 2544 Age Group

About 54 percent o the visitors who came to anzania were in the age group o25-44, ollowed by the age group o 45-64. Very ew visitors (about 4 percent)

were in the age group o 65 years and above despite their potentials in the marketsegmentation. Tis group is characterized by retired people who have ample time

and adequate income or leisure and holiday.

Te Majority o the Visitors Came Under Non-Package Arrangement

Visitors who travelled on the non-package arrangement were the majority as theyaccounted or 56.2 percent, whereas the package visitors accounted or 43.8 percent.Tese results dier rom the outcome o the previous surveys, where package tourhas been the most preerred travel arrangement. Te change in the pattern o tourarrangement during this survey is partly explained by seasonality as the survey was

conducted during the mini-peak tourist season and the Global Financial Crisis whichstarted in the mid 2008.

Visitors to anzania Primarily Came or Leisure and Holiday Purposes

Most o the visitors (62.4 percent) came into the country or leisure and holiday,15.3 percent or Visiting Friends and Relatives (VFR) and 11.9 percent or businesspurpose. Te number o visitors who came or business and conerence continuedto be minimal despite the growing importance o Conerence ourism worldwide.

In order to address this problem, construction o large and modern state-o-the-artconerence auditoriums to attract international Meetings, Incentives, Conerencesand Exhibitions (MICE) is necessary.

Majority o Visitors to anzania Departed Trough the Julius NyerereInternational Airport

Te Julius Nyerere International Airport (JNIA) was the main gateway o touristsdeparting rom anzania, accounting or 46.3 percent o the visitors recorded during

the survey. Zanzibar Airport was the second departure point (26.2 percent) ollowedby Kilimanjaro International Airport (12.7 percent). Meanwhile, Namanga was theleading road boarder departure point.

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Visitors are Concerned About the State o the Inrastructure and OtherFacilities

About 50.0 percent o total visitors called upon the improvement o the inrastructureand other acilities. Tey were seriously concerned with the poor condition o the

roads leading to arangire and Serengeti as well as trac jams to and rom the JuliusNyerere International Airport. Similarly, the visitors were not satised with thecondition o the airports and their acilities such as the air conditioners, signage and

washrooms.

Recommendations

Based on the surveys results, the ollowing recommendations are given in order toenhance the development o the tourism industry in anzania:

1. Tere is a need to improve roads, airports, and other acilities such as airconditions, signage and washrooms.

2. Improve on customer service and procedures or issuance o VISA.

3. Enhance eorts o promoting anzania as a tourist destination in the emergingsource markets like the Middle East as well as regional markets.

4. Upgrade standards in accommodation establishments, especially acilities thatcater or elderly and people with disabilities.

5. Construct a large and modern state-o-the-art conerence auditorium to attractinternational Meetings, Incentives, Conerences and Exhibitions (MICE).

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LIST OF TABLES

able 1.1: Domestic Visitors by ourist Attractions.................................. 2

able 1.2: ourist Arrivals by Country...................................................... 3

able 2.1(a): op 15 Source Markets to anzania......................................... 5

able 2.1(b): op 15 Source Markets to Zanzibar......................................... 6

able 2.2(a): Proportion o Visitors by Country o Residence and

ravel Arrangement.................................................................. 8

able 2.2(b): Proportion o Visitors by ravel Arrangement andPurpose o Visit....................................................................... 8

able 2.2(c): Purpose o Visit by Country under the Package our Arrangement 9

able 2.2(d): Purpose o Visit by Country under the Non-package

our Arrangement................................................................... 10

able 2.3: Number o Respondents by Age Group................................... 10

able 2.4: Interviewees by Purpose o Visit and Age Group...................... 14able 2.5: Purpose o Visit by Country (in Percentage)............................. 15

able 2.6(a): Average Length o Stay o Visitors to anzania......................... 16

able 2.6(b): Average Length o Stay o Visitors to the anzania Mainland... 17

able 2.6 (c): Average Length o Stay to Zanzibar or the op 15 Countries.. 18

able 2.7: Average Length o Stay by Purpose o Visit or anzania......... 19

able 2.8: Number o Visitors by Departure Points.................................. 21

able: 2.9: Average Holiday Visitors Expenditure per Night

(op 15 Source Markets)......................................................... 23

able 2.10: Percentage Distribution o ourists Expenditure by Category 24

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LIST OF CHARTS

Chart 2.1: ravel Arrangement.................................................................. 7

Chart 2.2: Visitors by Gender.................................................................... 11

Chart 2.3: Visitors by Purpose o Visit....................................................... 12

Chart 2.4: ourism Receipts...................................................................... 22

Chart 2.5: Average Expenditure per Night o Holiday Makers................... 24

Chart 2.6: Visitors Comments.................................................................. 25

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Chapter1Recent Developments in the ourism Industry

1.1 Global Perspective

ourism continued to play an important role in the global economy and due to itsstrong economic multiplier eect; it embraces small and medium enterprises. Inthis regard, tourism is still one o the largest employment sectors in most countriesand a ast entry vehicle into the workorce or young people and women in theurban and rural communities. Likewise, the sector has recorded good perormanceon international arrivals and tourist earnings. In 2008, international tourist arrivalsincreased to 924 million rom 908 million recorded in 2007. Similarly, tourismearnings rom international arrivals increased to USD 944 billion rom USD857 billion in 2007 (United Nation World ourism Organisation - UNWOestimates).

However, due to the Global Financial Crisis (GFC), international tourist arrivals

declined by 8 percent between January and April 2009, compared to the same periodin the previous year2. All regions, with an exception o Arica, recorded declines inarrivals rom January through April. Te worst hit being Europe (10 percent) andthe Middle East (18 percent), as Arican region recorded an increase o 3 percent.

As a way to boost the growth o the tourism industry, there is a need to enhance tradepromotion, simpliy regulations, build inrastructure and rationalize taxes, which inturn encourage companies to invest, innovate and hence stimulate demand. Tiskind o public-private sector collaboration should be strongly enhanced within and

between all states, as it will help to build resilience and recovery across economies.In line with this, UNWO has recommended a Roadmap for Recovery, with theollowing elements: Harnessthepoweroftechnologyandmoderncommunications,includingthe

internet in order to reduce cost, operate with new eciencies and manage riskin an environment o uncertainty and constant change.

BoostPublic/PrivatePartnershipandidentifybestpracticeeconomicandoperational models.

PutTourismandTravelatthecoreofStimulusPackagesbecausethejobsandtrade fow orm a strong tourism sector. Additionally, business and consumercondence in travel can play a big part in any bounce back rom recession.

2June 09th edition of the UNWTO World Tourism Barometer

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1.2 anzanian Perspective

anzanias tourism industry i s thriving and is rated among the astest growingsectors in the country and it takes a lead in bringing oreign exchange. Te tourismindustry continued to grow in 2008, with the number o tourist arrivals increasing

by 7.4 percent to 770,376, compared to the level recorded in 2007. Similarly,earnings rom tourism went up by 8 percent to USD 1,288.7 million. According tothe World ravel and ourism Council, tourism directly generated 719,000 jobs in2008. During the rst hal o 2009, the tourism industry was aected by the GlobalFinancial Crisis. Available immigration statistics indicate that during January - June,2009, the number o international arrivals dropped by 16.5 percent to 303,819,compared to the corresponding period in the previous year. As a way o mitigatingthe possible eects o GFC, in June 2009 the government o anzania came up

with a stimulus package to bail out agriculture, tourism, mining exploration,manuacturing and gemstones trade.

1.2.1 Domestic ourism

Apart rom international tourism, the government o anzania has recognized theimportance o domestic tourism in its contribution to economic growth. Both thepublic and private sectors have increased eorts to promote domestic tourism. Teseeorts include advertisements through the media and participation in local airs

such as Karibu ravel Fair, Nane Nane and Saba Saba. As a way o encouragingresidents to visit the national parks, museums and antiquities entrance ees haveremained low, adults pay ZS 1,500 and children pay ZS 500 to visit the parks,

while or museums and antiquities the entrance ees or adults and children are ZS500 and ZS 200, respectively. Te number o domestic tourists who visited suchattractionshas increased to639,749 from536,341,recorded in2007/08 (able1.1).

able 1.1: Domestic Visitors by ourist Attractions

Attraction 2007/2008 2008/2009 % changeNational Parks 258,039 280,537 8.7Museums 73,520 92,787 26.2

Antiquities Sites 35,039 45,209 29.0Ngorongoro 169,743 221,216 30.3

otal 536,341 639,749 19.3Source: Ministry of Natural Resource and ourism

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1.2.2 Emerging Source Markets

Since 2006, the anzania ourist Board has been stepping up promotions in newemerging markets o China, Japan, Singapore, India and Russia by participating intourism airs and conducting Road Shows. Table 1.2 shows the number o tourist

arrivals rom emerging markets.

able 1.2: ourist Arrivals by Country

ArrivalsCountry 2006 2007 2008China 4,798 6,353 8,982

Japan 3,989 4,021 3,890Singapore 320 384 347

India 13,020 14,042 17,530Russia 1,415 2,091 2,224

otal 23,542 26,855 32,973

Source: Ministry of Natural Resource and ourism

1.2.3 Legislation

Te ourism Act o 2008 was passed by the Parliament and became eective on 1stJuly 2009. Regulations or our Operators, our Guides, Accommodation Facilities,

Levy and Fees; and ourism Development Fund have been prepared. Tis is expectedto promote tourism acilities and activities in anzania Mainland. In addition, theZanzibar ourism Policy o 2004 and the Zanzibar Promotion Act o 1989 havebeen reviewed and submitted to the House o Representatives or approval.

1.2.4 ourism Developments

e government has started the process of listing theCentral SlaveTradeRoute by UNESCO as the World Heritage Site. Te dossier was submitted to

UNESCO in January 2009. Tis route passes through 14 districts o anzaniaMainland. Management Plan or development o six sites namely, Bagamoyo,Mamboya, Kilimatinde, Mpwapwa, Ulyankulu and Ujiji is being prepared.

egovernmentiscollectinginformationonvariouscampsandsiteswhichwereused by the reedom ghters rom South Arica, Zimbabwe, Mozambique and

Angola with the aim o establishing heritage sites and promote them as touristattractions.

AplantoconservetheKaoleRuinshasbeenpreparedanditsimplementationwill be done in partnership with the USA Embassy in anzania. Te governmenthas also signed an agreement with the World Monument Fund o USA torestore the ruins o the Great Fort (gereza) o Kilwa Kisiwani.

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Kaole Ruins

eAgaKhanTrustforCulturecompletedtherestorationofForodhaniParkin Zanzibars Historic Stone own in July 2009. Te project has transormedthe World Heritage Site and upgraded social and recreational amenities in theHistorical Park.

Te New Forodhani Park

eexpansionoftheZanzibarInternationalAirportunderthenancingoftheWorld Bank commenced in July 2009. Te airport runway is expected to beextended rom 2,462 meters to 3,022 meters.

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Chapter2Analysis o Survey Results

2.0 Introduction

Tis chapter presents and analyses the results o the 2008 International VisitorsExit Survey. Tis survey is the sixth in the series, ater the maiden survey that wasconducted in 2001, ollowed by the 2004, 2005, 2006 and 2007 surveys. Like inthe previous years, the survey was administered at the countrys main boarder points

targeting departing visitors. Trough the questionnaire, important inormation onthe tourists proles was collected. Tis included tourist source markets, age, gender,purpose o visits, travel arrangements and expenditure pattern.

2.1 Source Markets

able 2.1(a): op 15 Source Markets to anzania

S/N Country o Residance Visitors %o otal1 IALY 962 15.1

2 UNIED SAES OF AMERICA 816 12.8

3 UNIED KINGDOM 601 9.4

4 SOUH AFRICA 353 5.5

5 KENYA 315 4.9

6 GERMANY 312 4.9

7 FRANCE 234 3.7

8 CANADA 222 3.5

9 AUSRALIA 207 3.210 NEHERLANDS 205 3.2

11 UNIED ARAB EMIRAES 195 3.1

12 ZAMBIA 155 2.4

13 NORWAY 147 2.3

14 SWEDEN 127 2.0

15 SWIZERLAND 127 2.0

16 OHERS 1,410 22.1

otal 6,388 100.0

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able 2.1(a) presents a total o 6,388 visitors who visited anzania rom 106countries during the two weeks survey. As shown in the able, Italy, the UnitedStates o America and the United Kingdom took the lead, accounting or about 37percent o all the visitors. Like in the previous surveys, Europe and North America

continued to be the prominent tourist source markets. Te results also point out newdevelopments, whereby the United Arab Emirates (UAE) and Kenya were amongthe top teen source markets. Te appearance o Kenya was also observed duringthe survey conducted in 2001. Te increase in the visitors rom Kenya can partlybe explained by the increasing trade relations between the two countries. On theother hand, the appearance o UAE in the top 15 source markets is partly associated

with the introduction o daily direct fights by Emirates and Qatar Airways to thecountry.

However, promotional eorts need to be enhanced in order to tap more visitors romother markets like the Middle East as well as regional markets. It has been observedthat over-dependence on ew traditional source markets (Europe and North America)is risky and might cause adverse eects in time o crises such as the recent GlobalFinancial Crisis.

able 2.1(b): op 15 Source Markets to Zanzibar

S/N COUNRY OF RESIDENCE VISIORS % o otal1 IALY 871 27.12 UNIED SAE OF AMERICA 325 10.13 SOUH AFRICA 272 8.54 UNIED KINGDOM 250 7.85 GERMANY 180 5.66 FRANCE 109 3.47 UNIED ARAB EMIRAES 108 3.4

8. NEHERLANDS 103 3.2

9. NORWAY 102 3.210. AUSRALIA 80 2.5

11 SWIZERLAND 78 2.412. SWEDEN 76 2.413. KENYA 73 2.314 CANADA 71 2.215. DENMARK 71 2.216. OHERS 446 13.9

otal 3,215 100.0

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Te major tourist attractions in Zanzibar are the sandy beaches and the historicalsites. As observed in the previous surveys, Italy continued to take the lead by bringingabout 27 percent o the visitors, ollowed by the United States o America (10 percent)and South Arica (9 percent) as shown in Table 2.1(b). Te signicance o the Italian

market is largely associated with the existing Italian hotel establishments in Zanzibarcoupled with direct chartered fights rom Italy. Likewise, the increase o the visitorsrom South Arica is largely explained by the launching o ONE IME AIR, whichfies directly rom South Arica to the island three times a week. It is worth notingthat, the United Arab Emirates also appeared in the top teen source markets partlydue to the participation o Zanzibar in the Arab ravel Market (AM), which takesplace in Dubai.

2.2 ravel Arrangement

Chart 2.1: ravel Arrangement

Survey results depict that 56.2 percent o the all the visitors travelled under non-package tour and 43.8 percent came by the package tour arrangement (Chart 2.1).Tese results dier rom the outcome o the previous surveys, where package tourhas been the most preerred travel arrangement. Te change in the pattern o tourarrangement during this survey is partly explained by seasonality as the survey wasconducted during the mini-peak tourist season. It is worth mentioning that, most othe package tour visitors do not preer to travel during the estive season (Christmasand New Year). Te global nancial crisis which started in the mid-2008 might havealsoinuencedtheshiftinthetravelarrangement/patternasithasbeenestablishedthat during the time o crises, segments such as repeat visitors, special interest as well

as independent travellers and visiting riends and relatives, are assumed to be moreresilient2. Tis act is evidenced by the increase in the proportion o tourists visitingriends and relatives rom 5.4 percent in 2007 to 15.3 percent in 2008 Survey.2UNWO World ourism Barometer, Vol. 7 No.1, January 2009.

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able 2.2(a): Proportion o Visitors by Country o Residence and ravelArrangement

ravel ArrangementSN COUNRY OF RESIDENCE % o package % o non otal

Package Visitor1. IALY 13.2 1.8 962

2. UNIED SAES OF AMERICA 4.4 8.4 8163. UNIED KINGDOM 3.1 6.4 6014. SOUH AFRICA 3.7 1.8 3535. KENYA 0.8 4.1 3156. GERMANY 2.1 2.8 3127. FRANCE 2.0 1.7 2348 CANADA 2.4 1.1 2229. AUSRALIA 2.2 1.1 207

10. NEHERLANDS 1.7 1.5 20511. UNIED ARAB EMIRAES 1.1 1.9 19512. ZAMBIA 0.1 2.3 15513. NORWAY 0.3 2.0 14714. SWEDEN 0.6 1.4 12715. SWIZERLAND 0.8 1.2 12716. OHERS 5.4 16.7 1,410

OAL 43.8 56.2 6,388

able 2.2 (a) shows that the United States o America, United Kingdom, Kenya andGermany took the lead in bringing more visitors under the non package arrangement.On the other hand, Italy led by bringing more package visitors, largely due to theclose working relations between the Italian tour operators and investors, particularlyin Zanzibar.

able 2.2(b): Proportion o Visitors by ravel Arrangement and Purpose ovisit

Purpose of Visit by PercentageTravel arrangement Business conference Leasures and VFR Others

holidayPackage our 6.2 19.5 65.2 5.0 13.1Non -package our 93.8 80.5 34.8 95.0 86.9

%o otal Vistors 100.0 100.0 100.0 100.0 100.0

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able 2.2 (b) indicates that the majority o the visitors that came or businesspurposes (93.8 percent), conerence (80.5 percent) and Visiting Friends and Relatives(95.0 percent) were under the non-package tour arrangement. Conversely, most oholidaymakers (65.2 percent) were under the Package tour arrangement. A similar

pattern o results was also obtained rom the previous surveys conducted in 2001,2004 through 2007.

able 2.2(c): Purpose o Visit by Country under the Package our Arrangement

Country Business Conference Leisure and VFR OthersHoliday

Italy 29.0 11.1 36.0 62.5 19.4Kenya 9.7 30.6 1.5 5.0 0.0

Canada 9.7 0.0 2.7 0.0 11.1France 3.2 0.0 5.7 0.0 2.8Norway 0.0 0.0 0.7 0.0 13.9Sweden 0.0 0.0 1.7 0.0 5.6Zambia 3.2 0.0 0.1 2.5 0.0Germany 3.2 0.0 5.7 0.0 5.6

Australia 0.0 0.0 6.2 0.0 5.6Netherlands 9.7 0.0 4.5 0.0 13.9Switzerland 0.0 16.7 2.0 0.0 0.0

South Arica 3.2 0.0 10.5 7.5 0.0UnitedKingdom 12.9 25.0 7.9 10.0 5.6United Arab Emirates 0.0 0.0 3.1 7.5 0.0United States 16.1 16.7 11.8 5.0 16.7

TOTAL(%) 100.0 100.0 100.0 100.0 100.0able 2.2 (c) shows that Italy led in bringing more visitors or business, leisure andholidays as well as VFR. Meanwhile, Kenya brought more visitors or conerenceunder the package tour arrangement. Visitors rom the United Kingdom who cameor business and conerence were second in prominence.

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able 2.2(d): Purpose o Visit by Country under the Non-package ourArrangement

Country Business Conerence Leisure and Holidays VFR OtherItaly 2.9 2.2 5.9 4.6 2.9

Kenya 10.8 26.5 5.6 14.7 6.1Canada 6.8 0.7 4.3 4.6 15.5France 5.3 4.4 4.7 3.3 1.4Norway 1.6 5.1 8.1 2.6 5.1Sweden 1.4 10.3 3.5 2.7 4.3Zambia 20.2 4.4 1.0 4.0 1.1Germany 5.7 8.8 8.0 7.5 3.2

Australia 2.9 1.5 3.6 1.9 0.7Netherlands 3.1 2.2 4.6 3.7 2.5Switzerland 1.8 0.7 4.8 2.0 2.2South Arica 5.5 2.2 6.3 2.6 1.4United Kingdom 15.1 7.4 17.7 17.0 9.4United Arab Emirates 2.5 1.5 8.0 4.2 0.4United States 14.5 22.1 14.1 24.6 43.7

OAL (%) 100.0 100.0 100.0 100.0 100.0

Under the non-package tour arrangement, the majority o the visitors who came

or business were rom Zambia, while those rom Kenya dominated the conerencecategory [Table 2.2(d)]. Te United Kingdom led in bringing more visitors orleisure and holidays ollowed by the United States o America. Under VisitingFriends and Relatives category, the United States took the lead.

2.3 Age Group

able 2.3: Number o Respondents by Age Group

Age Group (Years) Respondents % o otalBelow 18 71 2.0

18-24 499 12.025-44 2,320 54.0

45-64 1,194 28.0otal 4,265 100.0

able 2.3 depicts the number o respondents by dierent age groups. About 54

percent o the visitors who came to anzania were in the age group o 25-44,ollowed by the age group o 45-64. Very ew visitors (about 4 percent) were in theage group o 65 years and above despite their potential in the market segmentation.

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Tis market segment is characterized by retired people who have ample time and anadequate income or leisure and holidays.

Just like in the previous surveys, visitors in the age group o 25-44 continued to

dominate. Tese survey results are not surprising given the act that this is an activeage group, mostly energetic and ready to take risks in exploring other parts o theworld. On the other hand, the small number o elderly visitors is partly explainedby inadequate acilities to carter or their requirements. Aging is the limiting actor

when it comes to travel. It is thereore important to address the challenges associatedwith these visitors in order to increase tourism earnings. In view o this, the stateo the physical inrastructure such as the airports and roads to the attraction sitesshould be improved.

2.4 Gender

Chart 2.2: Visitors by Gender

Te survey has recorded 6,388 visitors, out o which 3,328 were males accountingor 52 percent o all the visitors (Chart 2.2). Te remaining 48 percent were emalevisitors. Tere was a air gender balance between men and women and the trend hasbeen consistent over the previous surveys.

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2.5 Visitors by Purpose o Visit

Chart 2.3: Visitors by Purpose o Visit

Chart 2.3 shows that about two-third o the visitors (62.4 percent) came intothe country or leisure and holiday, 15.3 percent or Visiting Friends and Relatives(VFR) and 11.9 percent or business purpose. Te number o visitors who came orconerence was minimal.

Since the rst comprehensive survey on the tourism sector which was conductedin 2001, it has been established that majority o the visitors came or leisure andholiday. Te large number o holidaymakers is partly explained by the existence ounique tourist attractions; such as the National Parks, Ngorongoro Conservationarea, Mt. Kilimanjaro and Zanzibar Islands.

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Mt Kilimanjaro

However, the number o visitors who come or business and conerence continueto be low despite the growing importance o Conerence tourism worldwide. Inorder to address this problem, construction o a large and modern state-o-the-artconerence auditorium to attract international Meetings, Incentives, Conerencesand Exhibitions (MICE) is necessary.

Mnemba Island Zanzibar

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able 2.4: Interviewees by Purpose o Visit and Age Group

Purpose of Visit Age Group % of Total IntervieewsBUSINESS

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Tis market segment (25 44) is very important in terms o value and uniquenessas it ocuses on the special mix o activities at destination which includes study,

work, volunteer placements and adventure (UNWO, Barometer 2009). However,the results urther suggest the need or intensiying promotional eorts to tap other

market segments such as senior citizens.

able 2.5: Purpose o Visit by Country (in Percentage)

Table 2.5 shows that most o the visitors to anzania came or Leisure and holiday.Italy took a lead in this category by accounting or 89.3 percent o the total visitors,ollowed by South Arica (83.9 percent) and Australia (83.6 percent). On the otherhand, Kenya led in bringing tourists under VFR, ollowed by the United Statesand the United Kingdom. Te prominence o Kenya under VFR is partly due tothe common languages, historical background and cultural ties; thus making theenvironment more amiliar.

Zambia recorded the highest number o visitors coming to anzania or business,ollowed by Kenya. Te prominence o Zambia under the business category waslargely attributed to the inclusion o unduma boarder in the survey.

C

OUNTRY/PURPOSE

ITALY

UNITEDSTATESOFAMERICA

UNITEDKINGDOM

SOUTHAFRICA

KENYA

GERMANY

FRANCE

CANADA

AUSTRALIA

NETHERLA

NDS

UNITEDARABEMIRATES

ZAMBIA

NORWAY

SWEDEN

SWITZERLAND

Business 2.5 9.7 13.5 8.2 18.4 9.6 12.0 17.1 7.2 9.3 6.7 67.1 5.4 5.5 7.1

Conference 0.7 4.4 3.2 0.8 14.9 3.8 2.6 0.5 1.0 1.5 1.0 3.9 4.8 11.0 5.5

Leisure and Holidays 89.3 49.1 58.4 83.9 28.3 66.3 73.5 46.8 8 3.6 7 0.7 7 5.4 8.4 64.6 57.5 71.7

VFR 5.9 21.2 20.3 5.9 33.0 16.7 9.8 14.4 6.3 12.7 16.4 18.7 12.2 15.0 11.0

Other 1.6 15.6 4.7 1.1 5.4 3.5 2.1 21.2 1.9 5.9 0.5 1.9 12.9 11.0 4.7

Total (%) 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

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2.6 Length o Stay

able 2.6(a): Average Length o Stay o Visitors to anzania

S/N Country Non-Package Visitors Package Visitors Average

Country Average Country Average1 IALY 10 8 9

2 UNIED SAES OF AMERICA 10 11 10

3 UNIED KINGDOM 11 10 10

4 SOUH AFRICA 7 7 7

5 KENYA 6 5 56 GERMANY 13 13 13

7 FRANCE 10 10 10

8 CANADA 11 13 12

9 AUSRALIA 11 9 10

10 NEHERLANDS 12 12 12

11 UNIED ARAB EMIRAES 7 9 8

12 ZAMBIA 5 7 6

13 NORWAY 12 14 13

14 SWEDEN 15 12 13

15 SWIZERLAND 12 12 12

Average 10 10 10

Te overall average length o stay or visitors to anzania was 10 nights (able 2.6a).Tis is the lowest average length o stay recorded since inception o the survey in2001 largely due to seasonality as the survey was conducted in December (mini-peaktourist season). As indicated earlier, during such period most o the visitors comeunder the non-package arrangement and normally spend a ew days at destination.

Under the non-package arrangement, the visitors rom Sweden recorded the highest

average length o stay o 15 nights, ollowed by Germany with 13 nights. Just like inthe 2007 Survey, the country that stayed the least was Zambia, which recorded venights. Regarding the package tour arrangement, Norway had the highest averagelength o stay o 14 nights, ollowed by Canada and Germany, with 13 nights.Meanwhile, visitors rom Kenya recorded the lowest average length o stay o vedestinations nights. Results rom the previous survey also showed that visitors romlong haul tended to stay longer at destination. In view o this, it is important toensure that such markets are maintained by improving the inrastructure such as the

roads and airports. On the other hand, the anzania ourist Board should enhancepromotion in the emerging markets like India and China in case the traditionalsource markets ace a calamity such as an economic crisis.

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able 2.6(b): Average Length o Stay o Visitors to the anzania Mainland

S/N Country Non-Package Package Visitors AverageVisitors Country Country Average

Average

1 UNIED SAES OF AMERICA 10 10 102 UNIED KINGDOM 10 8 9

3 GERMANY 10 10 104 KENYA 6 5 5

5 CANADA 10 11 11

6 AUSRALIA 10 11 11

7 NEHERLANDS 11 9 10

8 FRANCE 9 8 8

9 ZAMBIA 5 6 5

10 UNIED ARAB EMIRAES 6 7 7

11 IALY 9 7 8

12 NORWAY 9 10 10

13 SWEDEN 13 6 9

14 SWIZERLAND 10 10 10

15 SOUH AFRICA 6 8 7 Average 9 8 9

Survey results in able 2.6(b) indicate that the overall average length o stay orvisitors who toured anzania Mainland was nine nights with Canada and Australiarecording the highest average length o stay o 11 nights. As or the non-package tourarrangement, the highest average length o stay was 13 nights recorded by Sweden.Under the package tour arrangement, visitors rom Canada and Australia led byrecording an average length o stay o 11 nights.

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able 2.6 (c): Average Length o Stay to Zanzibar

S/N Country o Residence Non-Package Visitors Package VisitorsCountry Average Country Average

1 IALY 9 8 8

2 UNIED SAES 8 5 73 SOUH AFRICA 6 7 6

4 UNIED KINGDOM 6 6 6

5 GERMANY 7 8 8

6 FRANCE 6 7 6

7 UNIED ARAB EMIRAES 5 5 5

8 NEHERLANDS 5 6 5

9 NORWAY 16 5 10

10 AUSRALIA 7 3 5

11 SWIZERLAND 9 6 8

12 SWEDEN 9 9 9

13 KENYA 4 4 4

14 CANADA 5 4 5

15 DENMARK 9 7 8

Average 7 8 7

able 2.6 (c) shows that the overall average length o stay was seven nights just like

what was observed during the 2004, 2005 and 2007 surveys. Te visitors romNorway recorded the highest average length o stay o 10 nights ollowed by Sweden,

with nine nights. Consistent with survey results obtained in 2007, Kenya which isclose to Zanzibar recorded the lowest overall average o ve nights.

Looking at the length o stay by travel arrangement, Norway stayed long by recording16 nights under the non-package tour arrangement. Visitors rom Kenya recordedthe lowest average length o stay o our nights. On the other hand, visitors romSweden recorded the highest average length o stay o nine nights under the package

tour arrangement. Visitors rom Australia recorded the least average length o stay othree nights under the package tour arrangement.

Average

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2.7 Average Length o Stay by Purpose o Visit

able 2.7 depicts survey results on the average length o stay or top 15 source marketsby purpose o visit. Te results show that the average length o stay or visitors who

came or leisure and holidays was 10 nights. Tose who came or Visiting Friendsand Relatives stayed or nine nights with Sweden taking the lead by recording 16nights, while Zambia had the lowest average length o stay o our nights. Visitorsrom Canada and Sweden who came or conerence recorded the highest averagelength o stay o 14 nights. Business visitors stayed or seven nights with Australiaand Netherlands taking the lead.

able 2.7: Average Length o Stay by Purpose o Visit or anzania

S/N Country Business Conference Leisure VFR OtherandHolidays

1 AUSRALIA 15 1 10 13 232 CANADA 9 14 12 13 163 FRANCE 7 7 11 10 104 GERMANY 6 10 14 12 205 IALY 7 9 9 8 96 KENYA 5 6 5 5 8

7 NEHERLANDS 11 8 13 14 148 NORWAY 5 11 12 13 179 SOUH AFRICA 6 11 7 6 3

10 SWEDEN 7 14 13 16 2011 SWIZERLAND 5 8 13 10 13 12 UNITEDARABEMIRATES 6 8 7 6 N/A13 UNIED KINGDOM 7 6 11 8 2014 UNIED SAES 7 9 11 10 1015 ZAMBIA 6 8 6 4 5

Average otal 7 8 10 9 13

Generally, results that have been obtained rom all the surveys showed that there isno improvement in the average length o stay o the visitors. One o the challengesor tourism stakeholders is to increase the length o stay o visitors at destination.In order to increase the length o stay, there is a need to diversiy tourism productsby incorporating cultural entertainments, historical sight seeing, shopping, amongothers. In addition, the inrastructure especially roads leading to the Southern ourism

Circuit and the quality o services oered to the tourists should be improved.

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Historical Sites

2.8 Departure Points

Te Julius Nyerere International Airport (JNIA) is the main gateway o tourists toanzania. Tis is conrmed by inormation in able 2.8 which indicates that majorityo the visitors (46.3 percent) recorded during the survey departed through JNIA.Zanzibar Airport was the second leading departure point (26.2 percent) ollowedby Kilimanjaro International Airport (12.7 percent). Meanwhile, Namanga was theleading road boarder point.

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able 2.8: Te Number o Visitors by Departure Points

Exit Point Visitors % of TotalJNIA 2,960 46.3

ZAA 1,677 26.3

KIA 810 12.7NAM 721 11.3UN 220 3.4Total 6,388 100.0

Survey results also show that visitors who came or leisure and holidays mostlydeparted through JNIA and Zanzibar Airport. Since the majority o these visitors

were rom long haul destinations, they were compelled to use air transport. Tesame pattern o results was obtained during the previous surveys. Te prominenceo air as the major means o transport which is used by anzanian tourists calls orproper maintenance and upgrading o the airport acilities.

2.9 Expenditure Analysis

2.9.1 otal Expenditure

One o the main objectives o this survey is to estimate the total tourist earning using

the expenditure model developed in 2001. Te variables used in the model includethe number o international visitor arrivals rom the Immigration Department,average length o stay and average expenditure o both package and non packagevisitor per night. Using the model, it is estimated that in 2008, anzania earnedUSD 1,288,699,561, out o which Zanzibar earned USD 160,258,272. Teseearnings accrued rom 770,376 and 98,677 international visitor arrivals to anzaniaand Zanzibar, respectively. Te tourism earnings to Zanzibar were low in 2008compared to the previous year, largely due to the Global Financial Crisis which ledto a decline in international visitor arrivals. Chart 2.4 depicts tourism receipts in

the past ve years.

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Chart 2.4: ourism Receipts

2.9.2 Average Expenditure

Te survey results show that the overall average expenditure or holiday visitors whocame under the package arrangement was USD 209 per night, while that o nonpackage was USD 186 per night (able 2.9). Te result indicates that overall, thepackage arrangement tours are more expensive than the non package trips due toconvenience during travel, saety and ease o reservation through travel agents.

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able: 2.9: Average Holiday Visitors Expenditure per Night (op 15 SourceMarkets)

S/No Country Average Average NonPackage Package

Expenditure Expenditure(USD) (USD)

1 FRANCE 334 2252 UNIED KINGDOM 301 1843 UNIED ARAB EMIRAES 325 2934 UNIED SAES OF AMERICA 270 1935 KENYA 266 2366 ZAMBIA 256 281

7 SOUH AFRICA 248 2528 SWEDEN 235 949 CANADA 232 15110 NEHERLANDS 210 10911 NORWAY 206 11112 GERMANY 202 11713 SWIZERLAND 185 15114 IALY 125 14415 AUSRALIA 121 153

Average 209 186

Te survey results show that the highest average package expenditure per night perperson who came or holiday in anzania was recorded by visitors rom France,ollowed by visitors rom the United Arab Emirates. Visitors rom Australia recordedthe least average expenditure under the package tour arrangement.

On the other hand, non package visitors rom the United Arab Emirates recorded

the highest average expenditure per night per person, ollowed by the visitors romZambia. Sweden recorded the least average expenditure per night per person. Chart2.5 shows the trends o average expenditure by travel arrangement in the last veyears.

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Chart 2.5: Average Expenditure per Night o Holiday Makers

2.9.3 Expenditure at DestinationIn order to provide the basis or construction o ourism Satellite Account in anzania,the survey attempted to collect inormation on tourist expenditure in accommodation,ood and drinks, transport, shopping and sightseeing. Te expenditure o non-packagetourists was used. Given that payments were directly made by the respondents, it

was relatively easier to remember the incurred expenditure. As or tourists underpackage travel, most o the payments were pre-paid in wholesome amount at sourcemarkets, thus rendering diculties in desegregating the expenditures by sector.

able 2.10: Percentage Distribution o ourists Expenditure by Category

Item Accommodation Food and ransport Shopping Sight Other otalDrinks Seeing

Percent (%) 28.0 23.0 11.0 14.0 11.0 14.0 100.0

Te survey results revealed that expenditure in accommodation accounted or 28percent, while ood and drinks accounted or 23 percent (Table 2.10). Te results

indicate the importance o accommodation as well as ood and drinks items in thetourism sector.

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2.10 Areas or Improvement

Chart 2.6: Visitors Comments

Chart 2.6 reveals that hal o the respondents called upon the improvement o

the inrastructure and other acilities. Tey were deeply concerned with the poorcondition o the roads leading to arangire and Serengeti as well as the trac jamsto and rom the Julius Nyerere International Airport. Similarly, visitors were notsatised with the conditions o the airports and their acilities such as air conditioners,signage and washrooms.

Some o the visitors were not satised with the quality o the services providedduring their stay in anzania. Most o the visitors complained about poor and slowcustomer services and were dissatised with visa procedures.

Most o these comments were also raised during the previous surveys and someo them are being addressed. For instance, in Zanzibar, the rehabilitation o therunaway at the airport has commenced and a shade has been installed at the checkingin area.

Improve

onand Other

High Prices,

5.0%Quality of

Services,

No Comments

on Areas ofImprovement

15.0%

Too Many

TipsDemanded,

5%

Others,

12.0%

Credit

Cardand

3.0%

Acceptability

Infrastructurefacilities,

%50.0

Availability

11.0 %

of ATMs,

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Chapter3Conclusion and Recommendations

3.1 Conclusion

Tis report concludes the International Visitors Exit Survey that was conductedor two weeks during the tourist mini-peak season. Te survey had the ollowingobjectives:

Toprovideanup-to-datepriceinformationforestimatingtouristexpenditurein anzania in order to improve compilation o National Accounts and Balanceo Payments statistics (BOP).

To collect information for tourism promotion andmacro-economic policyormulation.

Te survey has been a success as it has met both objectives. Using the model thatwas developed in the 2001 International Visitors Exit Survey, and updated price

inormation obtained rom the 2008 survey, it is estimated that anzania touristearnings or 2008 were USD 1,288,699,561. Out o this amount, Zanzibarsearnings were estimated to be USD 160,258,272.

3.2. RecommendationsIn order to enhance the development o the tourism industry in anzania, theollowing are the recommendations:

1. Unsatisactory State o Inrastructure and Other FacilitiesGiven that majority o the visitors who come to anzania use air transport;there is a need o improving airports and their acilities.

Visitors also complained about poor conditions roads leading to Serengeti andarangire National Parks. Tereore, there is a need to improve airports, roadsand other acilities such as air conditions, signage and washrooms.

Responsible institutions:Te Ministry of Infrastructure Development (MID),

anzania Airports Authority (AA) and Immigration Department (ID).

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2. Dominance o Visitors rom Europe and North AmericaTe survey results continued to show the dominance o visitors rom Europeand North America. In order to reduce the reliance on these two traditionalblocs, eorts should be made to penetrate into emerging source markets like

the Middle East as well as regional markets. Responsible institutions: Te Ministry of Natural Resources and ourism(MNR), B, C, ZC, Zanzibar Association of ourism Investors (ZAI).

3. Few Elderly Visitors (65 years and above)Te survey results continue to reveal that a proportion o elderly visitorsremained minimal despite the act that they are potential markets. As a

way to attract more elderly visitors, there is a need to upgrade standards inaccommodation establishments especially acilities to cater or elderly and

people with disabilities.

Responsible institutions: Te Ministry of Natural Resources and ourism(MNR), B, C, ZC, Zanzibar Association of ourism Investors (ZAI).

4. Low Number o Business and Conerence VisitorsDespite the growing importance o the conerence tourism in the world, thenumber o such visitors still remains low. Tere is a need to construct a largeand modern state-o-the-art conerence auditorium to attract internationalMeetings, Incentives, Conerences and Exhibitions (MICE).

Responsible institutions: Responsible institutions: MoFAIC, MNR, B,C, ZC, ZAI.

5. ourism Industry has been Negatively Impacted by the Global FinancialCrisis (GFC)In order to mitigate the eects o the Global Financial Crisis on the tourism

sector, the ollowing are recommended: ere is aneedtocloselymonitor thetourismbusiness trendthrough

compilation and analysis o statistical data, inormation and consultingwith both the Public and Private Sectors,

Promote domestic and regional tourism. At the same time, targetindependent travelers who are more resilient at times o crisis. ourismestablishments should also concentrate on containment o cost andimproving quality o products and services.

Responsible institutions:MNR, B, C, ZC, ZAI

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~APPENDICES~

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APPENDIX ISurvey Methodology

i. Introduction

Tis chapter describes approach and methodological aspects involved inconducting the 2008 International Visitors` Exit Survey. It covers practicalissues related to the survey implementation. Mostly, it ocuses on designingo the survey instruments, sampling ramework and utilization o the touristsexpenditure model.

ii. Scope o the Survey

Te target population or the survey was the departing international visitors. Apersonisconsideredasaninternationalvisitorifhe/shetravelstoacountryotherthanthatofhis/herusualresidence,foraperiodnotexceedingtwelvemonths,and whose main purpose o visit is other than an activity remunerated rom

within the country visited. All other travellers were considered outside the scopeo the survey.

iii. Sample Size

Te survey sample was planned to capture about two percent o 719,031international visitors who were recorded in 2007. Tis approach yields a samplesize o about 14,381 international visitors. In this regard, the survey managedto randomly interview about 4,265 respondents, who represented around 6,388visitors in the sample. In order to allow comparability across the years, the samplesize has remained consistent with the ones used during 2007 InternationalVisitors Exit Survey. Tis sample was considered sucient to meet the surveysobjectives.

iv. Survey PeriodTe data collection exercise was undertaken during the mini-peak tourist season.Te survey took two weeks, rom 8th to 21st December, 2008.

v. Survey Coverage

In order to obtain the required inormation rom the international visitors, itwasimportanttoconductthesurveyattheentry/exitboarderpoints.esurvey

was conducted in ve departure points, namely: Julius Nyerere InternationalAirport (JNIA), Kilimanjaro International Airport (KIA), Zanzibar Airport(ZAA), Namanga (NAM) and unduma border points. Tese selected departurepoints are mostly used by the international visitors to anzania.

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vi. Enumerators Manual

Te echnical Committee (C) prepared the Enumerators Manual (EM) thatwas used by the enumerators as a reerence document during the survey. Temanual contained inormation and guidelines on concepts and denitions o

some o the key words used in the questionnaire. Additionally, the manualprovided the description o the questions and data cross-checking mechanism.

vii.raining o Enumerators

Te Enumerators Manual was used as a guideline document during the training.Te purpose o the training was to guide the enumerators to understand thequestionnaire and equip them with interviewing techniques. Specically, thetraining which was conducted by C members aimed at providing skills and

knowledge necessary or gathering inormation rom the respondents.

viii.Te Questionnaire

Te questionnaire used in the survey had 13 questions (Appendix II):Questions 1 to 4aimed at establishing the visitors proles.

Questions 5 to 8 targeted at obtaining the visitors travel behaviour namelytypeoftour(package/non-package),itemsinthepackageandnumberofnights

spent.

Questions 9 to 12were structured to establish the tourists earnings ascribed toanzania. In addition, the questions probed or details on the amount o moneyspent in anzania.

Question 13aimed at obtaining the visitors perception o anzanias tourismindustry.

IX. Data Processing

Te data processing exercise started with manual data editing ollowed by dataentry. Te process urther involved data cleaning in order to remove outliersrom the database. Te data was processed using the ORACLE8i RelationalDatabase Management System (RDMS), which was designed to cover all themajor inormation as captured in the questionnaire. Te system also providesbasic reports as stipulated by the users.

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x. ourist Expenditure Estimation

ourist expenditure in the country was estimated using the ourist ExpenditureModel that was developed during the comprehensive visitors exit surveyconducted in 2001. Te model uses variables namely; average expenditure by

travel arrangement by purpose o visit, proportion o visitor by travel arrangement,average length o stay and number o tourist arrivals.

Te model is depicted in the ollowing equation:

Whereby:Ev = otal tourist expenditure in anzania;EP = Average package tour expenditure per visitor per night, derived rom the

survey;ENP = Average non-package tour expenditure per visitor per night, derived romthe survey;

VP = Number o arrivals under the package travel arrangement (Te arrivals ascaptured by the Immigration Department, adjusted into package visitors bypurpose using survey results);

VNP = Number o arrivals under the Non-package travel arrangement (Te arrivalsas captured by the Immigration Department, proportionately adjusted intonon-package visitors using survey patterns);

= Average length o stay as computed rom the survey.

Te Simplifed Model

Procedure and Assumptions Used or the Estimation o ourist Expenditureor 2008;

o Calculation o average package tour expenditure involved deduction o estimatedcost or international are to anzania and commission accruing to a tour

wholesaler. Inormation on the cost o international transport rom the source

markets was updated using the current inormation gathered rom internationalcarriers that bring visitors to anzania.

Package Non Package

Business

Holiday

VFR

Country of

Residence

Purpose of Visit Visitors by travel

arrangement

Avg. length of

stay

(T) (EP ) (ENP ) (EV)

Total Visitors (sourced

from Immigration Dept)

Package

(VP )

Non-

package

(VNP )

Total

expenditure (EV)

Avg. expenditure per

visitor per night

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o Te average expenditure was computed ater removing outliers rom thedatabase. Te cut-o points were USD 10 and USD 1,500.

o About 10 percent o the value o the package is retained by the wholesaler to

meet overhead costs and commission.

o Immigration data on arrivals by purpose o visit were distributed according tothe package and non-package arrangements, using the travel arrangement ratiosas established in the survey.

o Te survey results and total number o arrivals rom Immigration Departmentwere used in the model in order to estimate annual tourists expenditure inthe country. Given the homogeneity nature o the visitors characteristic, the

inormation collected during the survey is justiable to represent the totalpopulation.

o Te Immigration department provides a separate number o tourist arrivals orZanzibar that enabled the estimation o tourist expenditure or Zanzibar.

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HE 2008 INERNAIONAL VISIORS EXI SURVEY

Please read the instructions careully beore flling the orm

INRODUCION:

We hope that your stay in anzania was a pleasant one and a rewarding experience.Beore you leave, we kindly ask you to complete this questionnaire as accuratelyas you can. Te inormation you give will help us improve and develop ourtourism sector. Te Ministry o Natural Resources and ourism, National Bureauo Statistics, Bank o anzania, Immigration Department and the ZanzibarCommission or ourism are jointly carrying out this survey.

FOR OFFICIAL USE:

CODE NUMBER:_________________________________________________

NAME OF ENUMERAOR:________________________________________

DAE:_____________________ SIGNAURE:_________________________

NAME OF HE DAA ENRAN:__________________________________

APPENDIX II

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1. Nationality .. Country o usual residence ...

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10. Number o nights spent in:

anzania Mainland

Zanzibar Islands

11. How much money did you spend in anzania during this trip, including

cash, travellers cheque, and credit cards? (please give your best estimate in

case you do not remember the exact fgures)

Currency........................

12. Please give a breakdown o your expenditure in anzania on the ollowing;

Accommodation alone Currency .....

Food and drinks Currency .....

Mountain Climbing Currency .....

Diving Currency ........

Access/entry/gatefees Currency........

Visa ees and taxes Currency ........

Shopping Currency ........

Others (please speciy): .. Currency ............

13. What would you consider the most important areas that need

improvement?

Tank you or your co-operation and or choosing anzania as your destination.Have a pleasant journey

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REFERENCES

BO, MNR, NBS, IMMIGRAION DEP, ZC; anzania ourism SectorSurvey Reports; 2001, 2004, 2005, 2006 and 2007

United Nation World ourism Organisation, World ourism Barometer, 2009;Volume 7 No. 1, June 2009

Websites;http://www.ilo.orghttp://www.weforum.orghttp://www.unwto.org

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Ministry of Natural Resources and Tourism (MNRT)www.mnrt.go.tz

Bank of Tanzania (BOT)www.bot-tz.org

Zanzibar Commission for Tourism (ZCT)www.zanzibartourism.net

National Bureau of Statistics (NBS)www.nbs.go.tz

Immigration Departmentwww.moha.go.tz