The upcoming Swahili International Tourism Expo (SITE) 2023 is expected to provide a much-needed boost to the government's efforts to increase tourism numbers following the impact of Covid-19. The expo, scheduled for October 6-8, 2023, in Dar es Salaam, aims to attract more visitors to Tanzania, with around 350 international tourism product traders from within and outside the country expected to attend. Tanzania Tourism Board (TTB) Director General, Mr Damas Mfugale, expressed confidence that the $6 billion revenue target by 2025 will be achieved with this year's fair. He emphasized that the attainment of five million tourists per year would depend on diversification of tourist attractions and the introduction of new products, as well as deliberate measures focused on the meetings, incentives, conferences, and exhibition segment targets. The Swahili Expo initiative has been instrumental in increasing the number of exhibitors and international buyers, with exhibitors increasing from 40 to 170 and international buyers increasing from 24 to 333 between 2014 and 2022. The expo is part of the National Five-Year Development Plan III (FYDP III, 2021/22–2025/26), with MICE Tourism classified as a strategic tourism product. This year's expo will feature a special platform for the promotion of various tourism products and investments, seminars on tourism and marketing issues, and meetings of tourism traders. Participants will also have the opportunity to visit various tourist attractions in the country, including Ruaha, Tarangire, Mkomazi, Serengeti, Saanane, Nyerere, Ngorongoro, Kilwa Kisiwani, Songo Monument, and Zanzibar Islands. Mr Mfugale called on tourism stakeholders from local and abroad, especially tourism business agents, accommodation providers, travel agents, and tour guides, to prepare for the economic and social opportunities that will arise from the expo.