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Elly Kimbwereza stands as a seminal figure in the development of cultural tourism in Tanzania, particularly recognized for his pioneering initiatives in the Pare Mountains. His work, centered around community empowerment and sustainable development, has not only showcased Tanzania’s rich cultural heritage to an international audience but has also delivered tangible socio-economic benefits to local populations. This paper explores Kimbwereza’s key initiatives, notably the establishment of Tona Lodge and the “Tourists of New Age” (TONA) philosophy, detailing their operational frameworks and their profound impact on community development, cultural preservation, and the broader Tanzanian tourism landscape. His recent honorary doctoral degree in Leadership and Community Development further underscores the significance of his contributions.
1. Introduction: A Visionary for Tanzanian Cultural Tourism Tanzania, a nation rich in natural beauty and diverse cultures, has increasingly recognized the potential of cultural tourism as a vital component of its national development strategy. Within this evolving landscape, Elly Kimbwereza has emerged as a visionary leader whose initiatives have set a benchmark for community-based cultural tourism. His efforts, particularly in the South Pare Mountains, have demonstrated that tourism can be a powerful tool for poverty alleviation, cultural preservation, and sustainable local economies. Kimbwereza’s approach moves beyond mere sightseeing, fostering deep engagement between visitors and local communities, and ensuring that the economic benefits of tourism are equitably shared. The recent conferment of an honorary doctoral degree upon him highlights the national and international recognition of his impactful work.
2. The Genesis of Kimbwereza’s Vision: From Public Service to Community Focus Elly Kimbwereza’s journey into cultural tourism was shaped by his early career and deep understanding of Tanzanian society. Born in 1952 in the Pare Mountains, his academic background in Economics (University of Dar es Salaam) and strategic studies provided a strong analytical foundation. His initial role as Marketing Manager for Ubungo Farm Implements (NDC) exposed him to the stark realities of rural poverty. This experience, coupled with his subsequent involvement in local politics as a Councilor in the Same District, ignited his passion to find sustainable solutions for community upliftment. He identified the untapped potential of Tanzania’s cultural heritage as a key resource for such development, leading him to become a leading voice in the sector, including as Chair of the Tanzania Association for Cultural Tourism Organizers (TACTO).
3. Key Initiative: Tona Lodge and the “Tourists of New Age” (TONA) Philosophy The cornerstone of Kimbwereza’s cultural tourism initiatives is Tona Lodge, founded in 1998 in Mbaga village, nestled in the South Pare Mountains. More than just a tourist accommodation, Tona Lodge embodies Kimbwereza’s “Tourists of New Age” (TONA) philosophy. This philosophy posits that contemporary tourism should transcend superficial encounters, advocating for experiences that are:
- Authentic and Immersive: Offering genuine insights into the local Pare culture, traditions, and way of life.
- Mutually Beneficial: Ensuring that tourism directly contributes to the economic and social well-being of the host community.
- Responsible and Sustainable: Promoting environmental conservation and the preservation of cultural integrity.
Tona Lodge itself was designed to reflect local architecture and living standards, offering visitors a genuine cultural experience rather than an insulated luxury environment. This approach attracts tourists seeking meaningful engagement and a deeper understanding of the places they visit.
4. Community Development through Cultural Tourism: Tangible Impacts A hallmark of Kimbwereza’s initiatives is the direct channelling of tourism revenue into community development projects. This was institutionalized through a Village Development Fee (often cited around USD 5 per guest) paid by tourists visiting Tona Lodge and participating in cultural tours. These funds have been instrumental in achieving significant local improvements:
- Infrastructure Development: The construction and maintenance of rural roads have improved connectivity for villagers, facilitating access to markets and essential services.
- Healthcare Enhancement: Funds have supported the renovation and equipping of local village health facilities, leading to better healthcare delivery for the community.
- Educational Support: A major achievement has been the establishment of what is described as the largest rural library in Tanzania, serving four secondary schools and providing invaluable learning resources to students.
- Environmental Conservation: Tree-planting initiatives have been a consistent part of the program, contributing to the ecological balance of the region and earning recognition from conservation organizations.
- Economic Empowerment: The initiatives create direct employment for local guides, lodge staff, artisans, and food suppliers. They also provide a market for local crafts and produce.
These community projects are not merely add-ons but are integral to the TONA model, demonstrating a closed-loop system where tourism success directly translates into community betterment. This approach has been lauded by international travel guides like The Lonely Planet and The Rough Guide, further attracting responsible tourists.
5. Broader Initiatives and Advocacy: Beyond Tona Lodge, Elly Kimbwereza has been a tireless advocate for recognizing cultural tourism as a prime asset for Tanzania. His key areas of broader influence include:
- Promoting the Cultural Tourism Programme in the Pare Mountains: He has been a central figure in developing and marketing the South Pare Mountains as a cultural tourism destination, highlighting its unique heritage.
- Leadership in TACTO: As Chair of the Tanzania Association for Cultural Tourism Organizers, he worked to professionalize the sector and advocate for policies supportive of cultural and community-based tourism.
- National and International Advocacy: Kimbwereza has represented Tanzania at international tourism forums, such as ITB Berlin, urging for a paradigm shift where tourism is viewed as a catalyst for holistic development. He has consistently emphasized that Tanzania’s natural and cultural heritage are among the world’s most valuable assets and should be leveraged for inclusive growth.
- Inspiring Similar Models: The success of the Tona Lodge model has served as an inspiration for other community-based tourism enterprises across Tanzania.
6. Recognition and Legacy The impact of Elly Kimbwereza’s initiatives has been widely recognized:
- Global Award for Responsible Tourism (TODO) (1999): His community, under his leadership, received this prestigious award, highlighting the international significance of their responsible tourism model.
- World Quality Commitment Award (WQC) (2016/2017): Tona Lodge was awarded by Business Initiative Directions (BID) for its commitment to quality service and innovation, a testament to its operational excellence.
- Tanzania Tourist Board (TTB) Commendation: The TTB has lauded his efforts in creating a sustainable model that benefits both travelers and local populations.
- Honorary Doctoral Degree (2024): The honorary doctorate in Leadership and Community Development from Outreach Care International (OCI) and Cornerstone International Bible College (CIBC), USA, is the latest acknowledgment of his lifelong dedication and transformative impact. As Prof. Emmanuel Shija of OCI stated, “His work exemplifies the potential of cultural tourism to drive socio-economic transformation.”
7. Challenges and the Way Forward While Kimbwereza’s initiatives have been largely successful, the broader cultural tourism sector in Tanzania faces challenges, including the need for consistent quality standards, effective marketing, infrastructure development in remote areas, and ensuring genuine community participation and benefit-sharing across all enterprises. Kimbwereza’s work provides a robust framework for addressing these challenges. His emphasis on authentic community ownership, transparent benefit-sharing mechanisms (like the Village Development Fee), and a commitment to quality and sustainability are crucial for the future growth of cultural tourism in Tanzania.
8. Conclusion Elly Kimbwereza’s cultural tourism initiatives in Tanzania, particularly through Tona Lodge and the TONA philosophy, represent a paradigm of how tourism can be a powerful engine for positive change. By intricately linking tourism with community development, he has not only provided unforgettable experiences for travelers but has also fostered significant socio-economic progress, educational advancement, and environmental stewardship in the Pare Mountains. His work serves as an enduring model and inspiration, illuminating the path for a more equitable, sustainable, and culturally enriching tourism sector in Tanzania and beyond. The honorary doctorate is a fitting tribute to a visionary whose initiatives have truly transformed lives and landscapes.