By Business Insider Reporter
The stage is set for the return of East Africa’s largest and most influential tourism trade event.
Karibu-KiliFair 2025, a premier showcase of the region’s travel and hospitality industry, will take place from June 6–8 at the iconic Prisons Grounds in Arusha, reaffirming Tanzania’s place as a global tourism powerhouse.
Held under the banner “Where Business Meets Wildlife,” this year’s edition promises to be the biggest yet. Organisers expect more than 500 exhibitors from 13 countries, over 800 registered international travel agents representing more than 40 markets and an estimated 15,000 visitors, including tour operators, hoteliers, investors, and travel media.
Merger of giants
Now recognized as the flagship event of the region, Karibu-KiliFair (KKF) was born from the strategic merger of the original Karibu Fair and KiliFair – two of Tanzania’s leading tourism exhibitions.
According to Mr. Dominic Shoo, Managing Director of KiliFair Promotions, this collaboration has created a formidable platform that continues to elevate Tanzania’s profile as both a leisure and MICE (Meetings, Incentives, Conferences and Exhibitions) destination.
“Karibu-KiliFair is once again the undisputed largest and most important tourism expo in Sub-Saharan Africa,” said Mr. Shoo. “Our goal is to position Tanzania not just as a destination to explore, but as a serious venue for global business networking, investment, and unforgettable wildlife experiences.”
Government support and tourism growth
Co-Managing Director, Mr. Tom Kunkler credited the Tanzanian government’s continued support for driving tourism sector growth.
Under President Samia Suluhu Hassan’s administration, strategic initiatives such as the development of new national parks, infrastructure upgrades and investment incentives have significantly enhanced the country’s global competitiveness.
“The leadership shown by the government has created an enabling environment for tourism to thrive,” Mr. Kunkler noted. “Tanzania is already a top destination for nature-based travel, and with the current momentum, it is rapidly becoming the go-to location for investors and tour operators seeking authentic African experiences.”
Conservation meets commerce
Representing the Tanzania National Parks Authority (TANAPA), Ms. Eunice Msangi, Principal Conservation Officer – Tourism, praised KKF for integrating conservation messaging into the tourism business agenda.
“Karibu-KiliFair isn’t just about selling packages – it’s about showcasing Tanzania’s conservation heritage,” she said. “Visitors to our pavilion will learn about the country’s protected areas, investment opportunities and how tourism directly supports environmental stewardship.”
This year, TANAPA’s presence will include live exhibitions, multimedia presentations and expert consultations aimed at boosting awareness around conservation-based tourism models.
Recognising the potential of the tourism sector, CRDB Bank has reaffirmed its commitment to supporting industry players with tailor-made financial solutions.
“As tourism continues to be one of the fastest-growing sectors in Tanzania, CRDB is ready to walk alongside our clients with financial tools that drive their success,” said Mr. Emmanuel Kafui, CRDB’s Zonal Business Manager for the Northern Zone.
The bank has introduced tent loans ranging from TSh 1 million to TSh 500 million, available without collateral – an offering designed specifically for small and medium tourism enterprises looking to expand their lodging and hospitality services.
Why KKF 2025 matters
More than just an expo, Karibu-KiliFair 2025 serves as a vital marketplace for B2B connections, cross-border collaborations and destination marketing.
It comes at a time when East Africa’s tourism recovery post-COVID is gaining significant momentum, with Tanzania leading the way due to its unique blend of nature, culture, and investment readiness.
As thousands gather in Arusha this June, the fair is expected to generate millions in business deals and shape new narratives around Tanzanian tourism – where business growth and environmental sustainability go hand in hand.
For more details or to register, visit: www.kilifair.com
