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Attracting Investment in Tourism Public Disclosure Authorized 36371 Public Disclosure Authorized Attracting Investment in Tourism Public Disclosure Authorized Tanzania's Investor Outreach Program Public Disclosure Authorized INVESTING IN DEVELOPMENT SERIES Public Disclosure Authorized Multilateral Investment Guarantee Agency 2006 Copyright © 2005 The World Bank Group/MIGA 1818 H Street, NW Washington, DC 20433 All rights reserved Manufactured in the United States of America First published in October 2005 Available online at www.ipanet.net/investing_in_development/tanzania For more information contact: MIGA Operations 1818 H Street, NW Washington, DC 20433 t. 202.458.2076 f. 202.522.2650 See also www.fdipromotion.com The material in this publication is copyrighted. Requests for permission to reproduce portions of it should be sent to MIGA Operations at the above mentioned address. The Multilateral Investment Guarantee Agency (MIGA) of the World Bank Group was established in 1988 to promote the flow of private foreign investment to developing member countries. MIGA offers political risk insurance coverage to eligible investors for qualified investments in developing member countries. MIGA also offers technical assistance programs to develop and implement effective strategies for attracting and retaining foreign direct investment. This hands-on technical assistance focuses on three primary areas: dissemination of information on investment oppor- tunities and business operating conditions in developing member countries through online services; capacity building of the organizations and institutions involved in the promotion of foreign investment; and, investment facilitation activities supporting the efforts of developing countries to identify and attract investment. Attracting Investment in Tourism Tanzania's Investor Outreach Program INVESTING IN DEVELOPMENT SERIES Multilateral Investment Guarantee Agency 2006 The Investing in Development series of case studies is intended to stimulate discussion and learning regarding investment promotion agencies. It is not meant to provide complete or comprehensive case histories, but rather to highlight important aspects relevant to investment promotion. The Multilateral Investment Guarantee Agency is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, site selection, or other professional advice or services, and shall not be responsible for any loss sustained by any person, company or orga- nization that relies on this publication as a substitute for such professional advice or services. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Table of Contents Content Synopsis ........................................................................................................ 7 Introduction ............................................................................................. 9 A tradition of hospitality ................................................................................ 9 Background ................................................................................................ 9 Tourism’s role in the economy ..................................................................... 9 Assets and infrastructure ............................................................................ 10 The Strategy ............................................................................................ 13 The Tourism Master Plan ............................................................................. 13 Building competitive advantage .................................................................. 14 The Players ............................................................................................... 15 Project sponsors........................................................................................... 15 Government .................................................................................................. 15 The Tanzania Investment Center ................................................................ 15 Presidential Parastatal Sector Reform Commission .................................. 16 The private sector ........................................................................................ 16 Investment Promotion Activity .............................................. 16 MIGA in Africa .............................................................................................. 16 The investment forum ................................................................................. 17 The Investor Outreach Program .......................................... 21 Creating a process ........................................................................................ 21 Program priorities ........................................................................................ 22 Moving forward ............................................................................................ 24 The Kilimanjaro Kempinski Hotel ......................................... 25 A new level of service ................................................................................... 25 Next Steps .................................................................................................. 27 Questions for Discussion ........................................................... 28 Annexes ......................................................................................................... 29 Annex 1: Acronyms & Glossary ................................................................... 31 Annex 2: Tanzania Statistical Data .............................................................. 32 Annex 3: Tanzania’s Institutional Framework for Tourism ........................ 34 Annex 4: A Short History of the Kilimanjaro Hotel ................................... 40 Annex 5: Evaluating the Investor Conference as a Promotional Tool ....... 42 Endnotes ..................................................................................................... 45 Synopsis Tourism is one of Tanzania’s three leading export sectors, along with mining and agriculture. As the demand for tourism services has increased among World Bank Group member countries, so has the Multilateral Investment Guarantee Agency’s (MIGA’s) technical assistance focused on attracting foreign direct investment (FDI) in the tourism sector. MIGA has several investor outreach programs in Africa and supports these activities with a research program that benchmarks competitiveness factors for FDI in several sectors. One of the investor outreach programs, the MIGA-Swiss Partnership Program for Investments in Sub-Saharan Africa (MSP) with Tanzania, is financed in partnership with the Swiss government and focuses on improving investment in the tourism industry. This program is showing results that can be traced to replicable investment promotion activities. The MSP partnered with the Government of Tanzania to organize an investment forum for tourism in 2002, held at the Arusha International Conference Center, and continues to provide follow-up support through an investor outreach program to generate further opportunities for investment. The program has produced a number of investments and related activities (privatizations), including a landmark investment in the Kilimanjaro Hotel in 2003. This case study highlights aspects of the underlying foundation that Tanzania created in targeting tourism as a growth sector, and focuses on key elements of the investor outreach program supported by the MSP. In particular, two interrelated elements illustrate the specifics of Tanzania’s practical approach: the investment forum that led to the acquisition and reconstruction of the Kilimanjaro Hotel, and the overall investor outreach process of which the forum was a part. This approach, along with the Government of Tanzania’s commitment to the development of tourism, served to attract the interest of several new investors and to help solidify the country’s reputation as a serious contender for investment in an intensely competitive sector. INVESTING IN DEVELOPMENT TANZANIA TOURISM INVESTING IN DEVELOPMENT TANZANIA TOURISM Introduction A tradition of hospitality The Kilimanjaro Hotel in Dar es Salaam, Tanzania opened its doors in 1965 as the Government’s main hotel for foreigners visiting the country. It was an imposing building on a prime site in the harbor area, designed to provide appropriate business service within the prevailing political climate of the time – optimism for a future of self-determination after independence. It served the country well for 20 years, but lost its preeminence as the country’s leading hotel when Tanzania’s fortunes faltered in the late 1980s. The hotel was starved of funding and did not generate the cash flow to carry out renovations or compete with newer, privately owned hotels. It deteriorated quickly, and in 1996, was forced to close its doors. Reduced to a shadow of its former grandeur, the Kilimanjaro was destined to become an ominous presence for nearly 10 years, casting a pall over investment in downtown Dar es Salaam and in Tanzania’s tourism sector as a whole. In a dramatic turn of events and a new socioeconomic environment, the Kilimanjaro Tourism is a growth sector reopened as a five-star hotel in August 2005, now owned by the Albwardy Group in Tanzania that creates life- of Dubai and managed by Kempinski, the internationally renowned hotel operator. long jobs, including those As an investment project, the
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