Kilimanjaro, Tanzania: A Tourism and Food Investment Hub in the Age of Climate Crisis

1. A Land of New Opportunities in the Climate Crisis

The world is reeling from the climate crisis. Summer heatwaves and water shortages are devastating the tourism industry across Europe, the Middle East, and Asia. Meanwhile, Tanzania's Kilimanjaro region is emerging as a new tourism hub.

By 2024, Tanzania will welcome 5.36 million tourists, generating over $4 billion in tourism revenue. This figure represents a full recovery to pre-COVID levels and exceeds government targets. Mount Kilimanjaro, in particular, has become the fastest-growing tourist destination, attracting approximately 290,000 visitors, a 13.4% increase year-on-year.

Tourists came from Europe (39.6%), North America (18.3%), Asia (including China and Korea) (14.2%), and Africa (21.7%). This means that the market is expanding beyond the traditionally strong European market to include Asian markets like China and Korea, as well as the Arab region. Kilimanjaro's cool alpine climate is particularly attractive to travelers from hot Arab regions.

2. Growth of the tourism industry and consumption connections

The appeal of tourism doesn't end with the simple experience of staying. It's the potential for products tourists taste while in the country to be consumed back home. For example, if a German tourist visits Kilimanjaro and discovers Tanzanian coffee, they might seek out the same brand in a German supermarket upon returning home.

This tourism + food fusion model offers investors opportunities beyond simple tourism revenue.

3. Global potential of food, agricultural, and fishery products

Tanzania is a country with strong agricultural and fishery resources as well as tourism.

• Coffee: Tanzania is the world's 19th largest exporter, with Arabica accounting for over 70% of total production. Germany is a major importer of Tanzanian coffee, and the country is gaining recognition for its "eco-friendly and fair trade" image.

• Tea (Red Tea): It is popular in the UK and German markets for its deep flavor unique to East Africa, and demand is increasing in line with recent health trends.

• Cacao & Tropical Fruits: As the climate crisis disrupts some West African producers, Tanzanian cacao, mangoes, pineapples, and avocados are gaining traction in European markets.

• Seafood: Tuna, shrimp, octopus, etc. caught along the Indian Ocean coast have great potential for export to the Japanese and EU markets.

In other words, Tanzania is a country that can create a virtuous cycle where “tourists experience firsthand → consumption spreads in the global market.”

4. Tourism + Food Synergy Model

What if tourists visiting Kilimanjaro didn't just take photos and leave, but also enjoyed the coffee, chocolate, and tropical fruit drinks they tasted back home? This would be a business opportunity investors should be aware of.

• Attracting tourists = stimulating local consumption

• Local consumption = verification of global export potential.

• Global Exports = Stable Sales Expansion

The German and European markets, in particular, are a good fit for Tanzanian products due to their high consumer awareness of environmental friendliness, sustainability, and fair trade.

Kilimanjaro: A Growth Platform Connecting Tourism and Agricultural Products

item	Figures and Features
Total number of tourists (2024)	5.36 million people (tourism revenue of $4 billion)
Kilimanjaro Visitor Number (2024)	Approximately 290,000 people, up 13.4% year-on-year
Percentage of visitors from different countries	Europe 39.6%, North America 18.3%, Asia 14.2%, Africa 21.7%
Number of Chinese tourists	approximately 71,000 people (2024)
Major agricultural and marine products	Coffee (19th largest exporter in the world), tea, cocoa, tropical fruits, and seafood
Investment Opportunities	The growth ladder from tourism to local consumption to global exports

Kilimanjaro in Tanzania is no longer just a “tourist destination in Africa.”

Kilimanjaro, enjoy pristine nature, majestic mountains, and waterfalls in a pleasant climate with an average annual temperature of 20-25℃. Enjoy a special safari and local market experience, savor flavorful coffee, cocoa, and tropical fruits, and experience a special day where nature and culture come together.