Special to The Citizen
“Hospitality is not for failures. It’s for builders, leaders, and creators.”
This bold statement is no longer just a slogan—it’s the rallying cry behind a national youth-led campaign aimed at dismantling outdated stereotypes about the hospitality industry in Tanzania.
At the forefront of this movement is Magile Ilidephonce, a passionate hospitality student from St. Augustine University of Tanzania (SAUT) – Arusha Campus, who is mobilizing fellow youth to reclaim and elevate the perception of hospitality careers. Through an energetic social media campaign titled #NotForFailures, these young leaders are using digital storytelling, mentorship, and advocacy to shine a light on the true power and potential of Tanzania’s tourism and hospitality sector.
A Nation Built on Service
The campaign could not be more timely. Tanzania’s tourism sector continues to soar, with 5.3 million visitors recorded by April 2025—surpassing national targets well ahead of schedule. According to the Ministry of Natural Resources and Tourism, travel and tourism contributed over TZS 18.6 trillion to the economy in 2023, about 9.5% of GDP, and created over 1.4 million jobs—with expectations to hit TZS 20.3 trillion and 1.5 million jobs this year.
Yet despite this growth, hospitality remains plagued by outdated beliefs: that it is a fallback for those who didn’t succeed elsewhere. The students at SAUT Arusha want to change that.
“We’re saying enough is enough to the idea that only ‘failures’ go into hospitality,” says Magile Ilidephonce, campaign leader and hospitality student. “This industry creates jobs, builds futures, and drives Tanzania’s image across the world. We are proud to be part of it.”
More Than Just Jobs—It’s a Career Path
The students’ message is grounded in fact. Hospitality is one of the few industries where a person can rise from cleaner to general manager based on merit, skill, and service—not just degrees. It is a sector where soft skills, empathy, communication, and professionalism open doors to lifelong careers, entrepreneurship, and even global placement.
What’s more, with the continued rise of eco-tourism, digital marketing, and conservation travel, hospitality is no longer limited to hotels and restaurants. It’s a creative and sustainable sector that intersects with technology, culture, and climate resilience.
“We’ve seen how Asilia’s Dunia Camp, run by an all-female team, and youth-led ventures in Zanzibar’s blue economy are reshaping what tourism looks like,” says Magile. “Our goal is to inspire more young people to see hospitality not as Plan B, but as a smart, strategic choice.”
The #NotForFailures Campaign and the Ready4Work Program
The #NotForFailures campaign is also the public-facing platform for Ready4Work, a new initiative launching this October to December. Designed as a 12-week intensive program, Ready4Work addresses a pressing issue in the sector: Tanzania’s hospitality industry is growing, but many capable graduates remain unemployed due to skill gaps in communication, customer service, and workplace readiness.
Ready4Work bridges that gap through a focused, practical training journey that helps young professionals become employable and industry-ready. The program will include hands-on coaching, customer care training, soft skills development, and exposure to real hospitality environments.
Meanwhile, the campaign encourages hospitality workers, students, and alumni across Tanzania to post short videos, photos, or captions telling their stories.
One video from a young female chef working in Ngorongoro has already gone viral:
“They said I failed when I didn’t go to university. Today I manage a kitchen that serves guests from all over the world. Hospitality is not for failures—it’s for those who rise.”
Campaign activities will also include mentorship sessions, storytelling campaigns, and youth-led dialogues about dignity in service work.
Youth Changing the Narrative
The movement has already attracted national and regional attention. In Arusha, local businesses and hotel partners are pledging to offer internship slots to campaign participants. SAUT alumni working across the region are sending video testimonials to support the message. The students hope to take the campaign to other universities and TVETs nationwide.
“When people respect the work you do, you serve with pride. That’s what we’re fighting for,” says Stella Mtaki, a final-year hospitality student at SAUT. “Hospitality is about connection, creativity, and excellence. We are not failures—we are the face of Tanzania’s future.”
🛎️ A Call to Join the Movement
As the campaign grows, the students are calling on institutions, employers, and media to join the movement. Whether it’s sponsoring youth ideas, offering training programs, or simply resharing the message—every action helps rewrite the story.
For students, the message is clear: You belong in hospitality.
For parents and educators: Support and respect this pathway.
For employers: Invest in the young people leading your brand.
“When the world visits Tanzania, they meet us first,” says Magile. “We shape first impressions. That alone tells you—hospitality is power.”
How to Participate
- Share your story on TikTok, Instagram, or LinkedIn using #NotForFailures
- Tag @UtaliiHub and challenge others to do the same
Hospitality is not for failures.
It’s for proud, talented, ambitious young Tanzanians who are ready to serve, lead, and change the world—one guest at a time.
