Coaching and Mentorship: A tool for Accelerating Tourism Development in Tanzania

Abstract

  The tourism sector in Tanzania, largely composed of small and medium-sized enterprises, faces persistent challenges, including high business failure rates, limited managerial skills, inadequate access to finance, and low service quality. Despite the sector’s significant contribution to employment and economic growth, structured coaching and mentorship programs remain limited, restricting opportunities for skills development, innovation, and competitiveness. This study examines the role of coaching and mentorship in promoting tourism development in Tanzania, with objectives to assess awareness and experience, identify skills gaps, explore barriers and opportunities, and propose a context-appropriate framework. A mixed-methods approach was employed, combining surveys, interviews, and document review to collect data from tourism business operators and key industry stakeholders. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data underwent thematic analysis. Findings reveal low awareness and limited participation in formal mentorship programs, pre-entry skill deficiencies among entrepreneurs, a shortage of professional mentors, fragmented coordination among stakeholders, and insufficient financial resources, yet there is strong willingness among youth- and women-led enterprises to engage in coaching initiatives. Based on these results, the study proposes a structured, inclusive coaching and mentorship framework emphasizing practical skill transfer, service quality, innovation, and alignment with industry standards. It recommends institutionalizing well-funded, coordinated mentorship programs to enhance managerial competence, workforce development, and enterprise competitiveness, thereby fostering inclusive, resilient, and sustainable tourism growth in Tanzania.