In a bid to enhance its tourism sector, Tanzania is increasingly focusing on attracting Chinese visitors, with language education at the forefront of this initiative. On April 10, 2025, Tanzanian tourism student Noel Ivon Isack was found diligently tracing Chinese characters in a classroom at the National College of Tourism (NCT) in Dar es Salaam. The 19-year-old aspires to leverage his newfound language skills to guide visitors through Tanzania's renowned wildlife reserves and scenic beaches. "I want to make Chinese visitors feel at home," said Isack, highlighting the importance of communication in tourism.
As the number of Chinese tourists flocking to Tanzania continues to grow, the NCT has partnered with the Confucius Institute at the University of Dar es Salaam to launch Chinese language courses. Out of 531 students enrolled at the college, 215 have opted to study Chinese, reflecting a significant shift in educational priorities aimed at enhancing the tourism experience for Chinese visitors. "It is a game changer," noted Farida Sebastian Masalu, the campus manager. "We want to give our students a competitive edge as Tanzania strengthens ties with China."
Since 2023, Tanzania has ramped up efforts to attract Chinese tourists. A pivotal step was the launch of the promotional film "Amazing Tanzania" in Beijing in May 2024, featuring Tanzanian President Samia Suluhu Hassan, Zanzibar's President Hussein Ali Mwinyi, and Chinese actor Jin Dong. "These initiatives promote Tanzania's tourism and deepen the friendship between our countries," Masalu added.
The results of these efforts are already becoming evident. Ephraim Mafuru, director general of the Tanzania Tourist Board (TTB), reported a jump in arrivals from China, increasing from 44,000 to 62,000 in just nine months. "Our goal is to attract at least 1 percent of China's international travelers," said Mafuru, which translates to approximately 1.3 million tourists. "We are just getting started."
To support this ambitious target, the TTB has partnered with local institutions like the NCT to provide Chinese language training for tour guides and workers in the broader tourism value chain. "The language barrier remains one of our biggest challenges," Mafuru explained. "But we are working on it. Chinese visitors will feel much more comfortable being welcomed in their language."
According to the Ministry of Natural Resources and Tourism, Tanzania welcomed over 5.36 million tourists in 2024, including 2.14 million international visitors. The tourism sector generated about 4 billion U.S. dollars in revenue that year, marking a significant increase from 2023, as announced by Minister Pindi Chana in February 2025.
Pan Lei from "Fashion Tourism," the first Chinese tourist company operating in Tanzania, emphasized the country's rich wildlife resources, including the Great Migration in the Serengeti plains, Mount Kilimanjaro, and the stunning beaches of Zanzibar. "This is just the beginning," Mafuru remarked. "China is an essential part of our strategy to grow tourism in the years ahead."
Back in the classroom, 28-year-old student Rajabu Almasi views learning Chinese as more than just acquiring a new skill; he sees it as an investment in his future. "You cannot ignore China," he stated. "If we want to succeed in tourism, we need to understand our guests, their language, their culture, and their needs."
Asha Fum Khamis, a Chinese language instructor assigned by the Confucius Institute to teach at the NCT, echoed Almasi's sentiment. "I am not just teaching a language," she said. "I am preparing these students for real opportunities, including jobs, partnerships, and cultural bridges." Khamis believes that Chinese-speaking Tanzanians will soon be in high demand across the tourism sector, from tour guiding to hospitality and beyond. "The wave is coming," she added with a smile. "Our students will be ready to ride it."
Meanwhile, in Spain, the Costa del Sol region is also making strides in language tourism. On the same date, Turismo Costa del Sol confirmed its commitment to this sector by participating in the II Meet Andalucía 2025 Language Tourism Congress, held from March 30 to April 1 in Cádiz. This event, organized by the Association of Spanish Schools for Foreigners in Andalusia (EEA), brought together global linguistic travel agents and local Spanish schools, reinforcing the region's status as a premier destination for Spanish language education.
The congress aimed to foster business ties between schools and agencies through professional meetings, promoting the recruitment of foreign students. Following the congress, Turismo Costa del Sol organized an exclusive learning trip on April 2-3, immersing 15 international language agents in Málaga province’s educational and cultural offerings. Participants visited prominent Spanish schools in Benalmadena, Marbella, and Malaga, engaging in cultural and gastronomic experiences while discussing immersive language courses with school directors.
This initiative underscores the strategic importance of language tourism in Costa del Sol, a booming sector in Andalusia, where approximately 100 Spanish schools attract over 100,000 international students annually, generating significant economic and cultural impact.
In Canada, the landscape for international students is also changing. Languages Canada announced a partnership with BorderPass in April 2025 to provide legal support to international students applying to its member organizations. This collaboration comes at a critical time, as visa refusals are at record highs, with more than half of all visitor visas denied last year—a staggering 14% increase from the previous year.
Jonathan Sherman, head of partnerships at BorderPass, explained, "With visa refusals at record highs, this partnership gives international students and their agents the tools and legal support needed to navigate a complex system and submit stronger applications." The partnership aims to boost acceptance rates by improving the quality of visa applications, allowing students to appeal their visa rejections.
Gonzalo Peralta, executive director of Languages Canada, emphasized the need for support, stating, "When a bona fide student is refused a visa through a low-quality application or for invalid reasons, it is extremely disappointing for them, their families, and their agency or institution." With an 80% success rate in overturning study permit visa refusals, BorderPass offers services at significantly reduced costs for Languages Canada members, ensuring that as many applications as possible are accepted during this challenging time.
As global tourism continues to evolve, the emphasis on language education and support systems for international students is becoming increasingly vital. Whether in Tanzania, Spain, or Canada, the focus on language skills and cultural understanding is paving the way for a more inclusive and successful tourism landscape.
