Arusha, Tanzania – From June 6 to 8, 2025, the city of Arusha will host the 10th edition of KARIBU-KILIFAIR, East Africa’s largest international tourism expo. Organized by KILIFAIR Promotion Company Ltd, the event will take place at the expansive Magereza Grounds, covering 40,000 square meters — making it the most comprehensive tourism exhibition in the region.
This milestone edition brings together over 500 exhibitors from 13 countries, 800+ registered travel agents from more than 40 nations, and an expected 15,000 visitors, offering a robust platform for networking, deal-making, and showcasing tourism innovations.
“KARIBU-KILIFAIR is the major tourism expo for many exhibitors to present their brands, products, and ideas to a global audience,” said Dominic Shoo, Managing Director of KILIFAIR Promotions.
“We are proud that it has become the most important marketing platform for East African tourism, especially for Tanzania. It is more than a fair—it’s where business meets opportunity.”
Elevating East African Tourism
This year, the expo introduces the "East Africa Pavilion", a strategic collaboration under the East African Community (EAC) umbrella, promoting regional tourism through the newly launched campaign: "Visit East Africa – Feel the Vibe." This initiative reflects a growing push to unify and strengthen cross-border tourism within the region.
“Our goal is to elevate East Africa as a unified destination,” said Tom Kunkler, Co-Managing Director of KILIFAIR Promotions.
“We believe in regional growth through collaboration, and this new pavilion will allow each country to shine while supporting a shared vision for the future of tourism.”
Sustainability at the Core
This year’s expo also puts a strong emphasis on sustainability, introducing a “Sustainable Tourism” initiative. Attendees will see eco-friendly measures such as wooden cutlery, water dispensers, trash separation systems, and bottle collection stations — all designed to create a greener, future-focused event.
“Sustainable tourism is not a trend — it’s the future,” emphasized Kunkler.
“At KILIFAIR, we’re committed to responsible practices and to encouraging our partners to build a more eco-conscious industry. This year marks the beginning of a long-term commitment to green innovation.”
Tanzania: A World-Class MICE Destination
KARIBU-KILIFAIR continues to highlight Tanzania’s positioning as a top MICE (Meetings, Incentives, Conferences, Exhibitions) destination, where stunning natural beauty and serious business coexist.
“Our theme, ‘Where Business Meets Wildlife’, perfectly defines Tanzania’s unique ability to host world-class business events alongside iconic tourism experiences,” Shoo noted. “It’s a rare blend — and it gives Tanzania a true competitive edge.”
Supported by the Government of Tanzania under President Samia Suluhu Hassan, the tourism sector is thriving. Through continued investment in infrastructure, new national parks, and strategic marketing platforms like KILIFAIR, Tanzania is on the rise as a top global destination.
“The government’s support has been pivotal,” added Shoo. “With the leadership of the Minister of Natural Resources and Tourism, Dr. Pindi Chana, Tanzania is seeing growing interest from international travelers and investors alike.”
A Festival of Business, Culture, and Opportunity
In addition to business networking, the 2025 edition will offer a vibrant mix of cultural exhibitions, live entertainment, family-friendly attractions, and professional development workshops.
“We are creating a true weekend adventure,” said Kunkler. “Whether you're a tour operator, a travel agent, or just a family looking for an exciting experience — KARIBU-KILIFAIR has something for everyone.”
Entry fees are set at TSH 10,000 for adults and TSH 5,000 for children, making the event accessible to both professionals and the public.
The success of KARIBU-KILIFAIR 2025 is already generating anticipation for next year’s event. The organizers have confirmed that KARIBU-KILIFAIR 2026 will return to Arusha from June 5–7, 2026.
“Every year, we raise the bar,” Shoo concluded. “KARIBU-KILIFAIR is not just about tourism—it’s about transformation. It’s where Africa shows the world its best.”
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