Place Promotion in Arusha: An Investigation on the Strategies and Impacts on Tourism

Cities around the world adopt place promotion and marketing activities as one of the development strategies. They do this through engaging in selling their images through the use of sceneries like national parks, museums, historic monuments and flag institutions like hotels and conference facilities. These sceneries and flag institutions act as symbols to profile and market these cities to the world for different socio-economic purposes. The book exposes some findings derived from two major study objectives done in Tanzania. One of these objectives was to find out different place promotion strategies in Arusha, and the other objectives was set out to find the impact of the place promotion strategies on tourism. Reasons for place promotion and the targets of the strategies are also widely covered in the book. In its specialized chapters, the book reveals that there are three major elements of place promotion in used in Arusha. These are national parks and game reserves located in Arusha like Arusha National Park, Manyara National Park, Serengeti National Park and Ngorongoro Conservation Area. The city of Arusha also uses flag institutions in and around Arusha like The Arusha International Conference Centre (AICC), Arusha Natural Museum, The Arusha Declaration Museum, The Cultural Villages of El-Kiding'a and best Hotels to profile itself to the world. Gratifyingly, the book exposes that the main reasons for these strategies are to boost tourism in the city and that most of the targets of these strategies are international tourists. Through the good use of the strategies, the city revenues turnover, and the region for itself, has been enormous and the number of visits to the attractive sceneries and flag institutions has been growing steadily over the years.