When was the last time a tourist found you?

— not TripAdvisor, not SafariBookings, not some aggregator — but actually found YOUR business and reached out directly?

If you’re like most operators I talk to, the answer is… it’s been a while. Maybe you get a trickle from your website. Maybe a referral here and there. But that steady stream of people discovering YOU? It’s not really happening.

And here’s the thing that nobody talks about:

The big platforms — TripAdvisor, Viator, GetYourGuide — they’ve spent billions making sure THEY show up when tourists search. They’ve built systems designed to keep tourists on THEIR sites, collecting YOUR customer data, and charging YOU commissions for the privilege.

Meanwhile, you’re out there doing incredible work. Leading life-changing experiences. Showing people the Tanzania you love. But you’re invisible.

Sound familiar?

This guide is for you. Not a textbook. Not a lecture. Just an honest conversation about how to get tourists to find you — directly, without the middlemen, without giving away your customer data, without paying 20% of every booking to someone who never set foot in Africa.

The Problem Nobody’s Talking About

I had coffee with an operator last month, called James. He runs incredible walking safaris — Fifteen years of experience. Guests rave about him.

I asked him: “James, where do your bookings come from?”
He sighed. “TripAdvisor. SafariBookings. A few from agents in Europe.” “And what percentage of your revenue goes to commissions?”
He looked at his coffee. “Fifteen to twenty percent. Sometimes more.” “What would you do with that money if you kept it?”

Now he looked up. “I’d hire another guide. I’d finally fix the vehicle.

Here’s what makes me concerned: James is BETTER than the big platforms. His knowledge is deeper. His connection to the land is real. His tours are transformative. But tourists don’t know he exists because he’s not playing the visibility game.

That’s what this guide is about. Not “marketing.” Not “lead generation.” It’s about getting visible. Getting found. Getting tourists to discover YOU before they discover the platforms.

So… Where ARE the Tourists?

Before we talk tactics, let’s get honest about something.
Where do you think tourists spend their time BEFORE they book a safari? Really think about it.

They’re not waking up and immediately typing “safari Tanzania” into Google. No. They’re daydreaming. They’re scrolling Instagram at 11pm. They’re in a Facebook group asking “Has anyone done a walking safari?” They’re watching YouTube videos of elephants at a watering hole. They’re reading a blog post about “10 bucket list experiences.”

The decision to visit Tanzania happens LONG before they search for an operator.

The Free Strategy That Actually Works

I’m going to tell you something that might surprise you.
The most effective way to get tourists to find you… is completely free. I’m talking about Facebook Groups.
“Facebook Groups? Really?”
I know. It sounds old-school. But hear me out.

There are over 620 million people in niche Facebook Groups right now. Groups like “Africa Travel Planning,” “Wildlife Photography Enthusiasts,” “Birdwatching Around the World,” “Adventure Travel Over 50.”

These are YOUR people. Already gathered. Already interested. Already talking about the exact experience you offer.

And they’re asking questions like:

“Has anyone done a walking safari? Is it safe?”
“Best time to visit Tanzania for birding?”
“Looking for a small-group safari, any recommendations?” “Is it possible to do a safari with kids under 10?”

Right now, TODAY, someone is asking one of these questions in a group. And nobody with your expertise is answering.

That’s your opportunity.

How This Actually Works

Let me walk you through what to do.

First, you need to find your people.

Open Facebook. Search for terms related to your specialty. If you do walking safaris, try “hiking Africa,” “walking safari,” “African adventure travel.” If you do birding tours, try “birdwatching,” “African birds,” “wildlife photography.”

Look for groups with at least 5,000 members. Check that posts get comments — you want active communities, not ghost towns.

Join 5-10 groups. No more. You can’t meaningfully participate in 50 groups.

Second, you need to show up like a human.

This is where most operators go wrong. They join a group and immediately post: “Book your Tanzania safari with us! Best prices! Contact us at…”

Don’t do this, do this instead … a proven Facebook Group Lead Generation Strategy:

The Connection-First Method

Facebook’s algorithm shows two types of content in people’s feeds:

• Connected content — posts from friends, groups, and pages they follow
• Recommended content — posts from strangers the algorithm thinks they’ll like

The key insight: Posts from FRIENDS get priority. If you’re not someone’s friend, your posts may never reach them — even if you’re in the same group.

So before you post content hoping tourists will see it… you need to become their friend first.

The 7-Step Strategy

Step 1: Join the Right Groups

Find Facebook groups where your ideal tourists hang out. Look for:

• Birding groups (if you do birding safaris)
• Wildlife photography groups
• Travel planning groups (Tanzania, East Africa, Africa)
• Adventure travel groups
• Walking/hiking groups

Tip: Start with 5-10 active groups. Quality over quantity.

Step 2: Be Helpful First (Don’t Sell)

Before you do ANYTHING else, spend 1-2 weeks just being a helpful group member:

• Answer questions about Tanzania, wildlife, travel tips
• Comment on posts with genuine, useful information
• Share your knowledge as a local expert
• Never mention your business. Just help.

This builds your reputation and makes people curious about you.

Step 3: Identify Warm Prospects

Look for people who:

• Ask questions about Tanzania or East Africa
• Post about planning a trip
• Engage with your helpful comments
• Share excitement about wildlife or birding

Step 4: Check for Mutual Friends (The Secret)

Before sending a friend request, click on the person’s profile and check: Do you have mutual friends?

Why this matters:

• People are much more likely to accept requests from someone with shared connections
• Mutual friends act as “social proof” — you’re not a random stranger
• 5+ mutual friends is ideal — but even 1-2 helps

If you don’t have mutual friends yet: First connect with active group members and admins who know many people. They become your “bridges” to others.

Step 5: Send the Friend Request

Once you’ve identified a warm prospect with mutual friends:

• Send a friend request
• DO NOT message them yet — let the relationship develop naturally
• Wait for them to accept

Daily limits to avoid Facebook restrictions:

• Week 1-2: Send 10-20 requests per day
• Week 3-4: Increase to 30-50 per day
• Never exceed 10 requests in 2 hours

Step 6: Engage With Their Content

After they accept your friend request:

• Like and comment on their posts (genuinely)
• This “trains” the algorithm to show them YOUR posts
• The more interaction, the more visibility you get

Remember: Facebook shows content from people you interact with most.

Step 7: Now Your Content Reaches Them

NOW when you post on your personal profile or in the group:

• Your posts appear in their feed (you’re connected content now)
• Share valuable content: safari tips, wildlife photos, behind-the-scenes
• Include occasional soft CTAs: “DM me if you’re planning a trip”
• When they’re ready to book, YOU are top of mind

The Numbers

What NOT To Do

• DON’T spam groups with promotional posts — you’ll get banned
• DON’T send cold DMs to strangers — they go to “Message Requests” and get ignored
• DON’T send friend requests too fast — Facebook will restrict your account
• DON’T pitch immediately after someone accepts — build the relationship first

The Bottom Line

This strategy works because you’re working with Facebook’s algorithm, not against it.

By becoming friends with potential tourists before you try to reach them, your content actually gets seen. And because you’ve already helped them and built rapport, they trust you when they’re ready to book.

Connection first. Content second. Conversion follows.