Dissertation (MA Business Administration)This study assessed the role of promotional activities in the development of Tourism industry. The study has involved three objectives namely: to study the promotional activities undertaken by the various stakeholders in the development of tourism in Lake Manyara National Park (LMNP); to assess the impacts of promotional activities on tourism; and to examine the challenges relating to promotional activities. The study was conducted at Lake Manyara National Park within Manyara Region and Arusha Region. It has involved 85 respondents who were divided into two categories. The first category involved 45 respondents who were the tourists and the second involved 40 respondents who were the promoters of the tourism. The study was conducted through interviews, questionnaires and documentary review methods. It employed both probabilistic and non-probabilistic sampling methods because it dealt with both qualitative and quantitative data. From the findings, it was realized that advertising through electronic and non electronic media, has been the major promotion activity undertaken by the promoters of tourism to market LMNP, both domestically and internationally. Likewise, the impacts have also been reported as there was an increase in number of visitors, revenue and employment opportunities. Furthermore, the major challenge encountered by the promoters of tourism was inadequate funding to market LMNP, whereas the tourists complained about the high amount of money they were being charged as an entrance fee. It is recommended that, more promotion strategies should be adopted to promote Lake Manyara National Park domestically and internationally. In addition, more funds are needed to assist the promotion at LMNP.