This study aimed at exploring the differences between the pre- and post trip image held by inbound travellers to Tanzania. The relationships between destination image and destination familiarity that was dimensionalized as previous destination experiences, planning horizon, and sources of travel information were also tested in the study. A self-administered questionnaire was used in data collection with the data subjected to t-tests and ANOVA tests. The result indicates the post-trip destination image to become more favourable compared to the pre-trip image for some attributes. Differences between the first time and repeat visitors were noted for adventure, natural attractions, and easiness in intra-destination image attributes. Generally, as the planning horizon increases the destination image becomes more favourable. The results provide insights into destination marketing and destination experience management to tourism stakeholders.UDSM - DANIDA basket funds