By Nicodemus Ikonko
Karibu-KiliFair (KKF) 2025, East Africa’s premier international tourism exhibition, concluded on a high note in Arusha last week, earning praise from exhibitors and government officials alike. Held from June 6–8 at the Magereza–Kisongo Grounds, the event attracted over 800 exhibitors, 1,000 international buyers and 5,000 tourism-related companies from around the world.
In the opening address, Arusha Regional Commissioner (RC), Mr Paul Makonda called on the government to designate the Magereza–Kisongo Ground as the event’s permanent venue. “Organizers invest heavily in hosting the event, both for logistics each year, and this space should be made available for all three days,” he said, also recommending the fair be extended to five or seven days to benefit exhibitors and investors.
However, exhibitors expressed satisfaction with the fair: “We received more buyers and customers this year from Uganda, Kenya and other countries,” said Ms Poonam Sangar of Bulk Distributors. Mr Antony Killian of EFTA noted the improved engagement and collaboration with clients, while Ms Shangwe Justine of TGN Company Limited highlighted the increased competition as a healthy sign of market development.
Providing an economic backdrop, Deputy Minister for Natural Resources and Tourism, Mr Dustan Kitandula, revealed that Tanzania earned dollars 3.9 billion in tourism revenue in 2024 from over 5.36 million visitors. To support growth, the government has allocated Sh 330 billion to construct a new international conference centre in Arusha.
The exhibition’s co-director, Mr Dominik Hauser, confirmed that KKF 2025 broke participation records, as calls intensify for a permanent venue and extended duration. Karibu-Kilifair is widely seen as cementing its position as a cornerstone of Tanzania’s tourism strategy – bridging continents, communities and commerce.
More than 200 international exhibitors featured in booths inside the fairgrounds, making it a hub for voices within the industry. Stakeholders also emphasised the need to end time-limited venue permits, which must be applied for each year, to control dust for a more favourable experience, and to curb widely used dhows in Arusha.
The annual event is organised by private, Kilifair Promotions Limited in collaboration with the Tanzania Tour Operators Association (TATO). The opening ceremony was officiated by Deputy Prime Minister and Minister for Energy, Dr Doto Biteko, who urged investors and stakeholders in the tourism sector to leverage digital platforms and ICT innovations to promote the country’s tourism attractions.
