By Business Insider Reporter
Tanzania’s hospitality industry is poised to gain major economic and innovation benefits from the Africa HORECA Expo Eastern Africa Edition, which kicked off Thursday July 3, 2025 at the Sarit Expo Centre in Nairobi, Kenya.
Running through July 4, the three-day event has attracted leading hospitality players from Tanzania, Kenya, Uganda, Rwanda, Burundi, and across the African continent.
As the region’s largest hospitality trade show, the expo arrives at a time of booming tourism across East Africa, with international arrivals up 15% in 2024.
The surge is being matched by renewed investments in hotels, digital platforms, and food services – areas where Tanzania is actively expanding to meet growing demand.
“Events like HORECA are critical to Tanzania’s tourism strategy. They expose us to cutting-edge innovations, allow networking with global brands, and build cross-border business relationships,” said Leah Mrema, a hotel investor from Arusha attending the event.
New investments and technology transfer
More than 60 multinational and regional companies are showcasing the latest hospitality technologies, equipment, and service solutions at the event.
Tanzanian entrepreneurs, hoteliers, and tourism officials are engaging directly with potential investors and tech providers – particularly in areas like digital guest experience platforms, eco-friendly building solutions, health and wellness tourism packages as well as food and beverage manufacturing technologies.
Tanzania’s participation is also aligned with the government’s sustainable tourism goals, especially in destinations like Kilimanjaro, Serengeti, Zanzibar, and the Southern Highlands.
The co-located AFMASS Food Manufacturing Expo is a major draw for Tanzania’s food processors and beverage suppliers.
Many are exploring new markets and supply chain opportunities with buyers from Kenya, South Africa, Ghana, Nigeria, and the Indian Ocean islands.
“For Tanzanian food and hospitality suppliers, this is a gateway to the wider regional and continental market,” said Zuhura Nchimbi, a trade advisor from the Tanzania Chamber of Commerce.
The event comes as Tanzania’s hotel and restaurant sector recovers strongly post-COVID, with domestic and regional tourism leading the rebound.
According to Tanzania’s Ministry of Natural Resources and Tourism, visitor numbers rose to 1.8 million in 2024, generating nearly TSh 6.5 trillion in revenue.
The Africa HORECA Excellence Summit – a major feature of the expo – is tackling challenges and opportunities facing the East African hospitality industry.
Nairobi’s strategic role
Hosting the event in Nairobi, with its visa-free access for many African nations and world-class expo facilities, enhances East Africa’s integration goals.
It also reinforces Kenya’s position as a logistics and tourism hub – one Tanzania is keen to collaborate with under the East African Community (EAC) framework.
The show’s organisers highlight that the regional benefits extend beyond the three-day event, with investment facilitation, training, and trade partnerships expected to continue throughout 2025. “This is more than a trade show. It’s a regional catalyst for shared prosperity through tourism and hospitality development,” said Martin Mburu, East Africa Director for HORECA Global Events.
