PurposeTo examine demographic factors and travel motivations among leisure tourists in Tanzania. Specifically by examining the influence of demographic factors on travel motivation among local and international leisure tourists in Tanzania.Design/methodology/approachApproach is quantitative and applied descriptive statistics, independent t-test and ANOVA.FindingsThe findings showed that age, gender and family size as demographic factors significantly influenced travel motivation among local and international leisure tourists.Research limitations/implicationsFuture studies to consider different approaches including collection of data during the peak season, use qualitative method and conduct studies in other parts of the country to explore demographic factors and travel motivations of tourists.Practical implicationsTo assist tourism stakeholders in their design of promotional tools to market tourism products/services to different tourists as opposed to homogeneous marketing campaigns.Originality/valueExamined the influence of demographic factors and travel motivation among local and international leisure tourists in the context of Tanzania.

Purpose -The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach -Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings -This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications -Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications -Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector.Originality/value -This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

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