TATO, the Tanzania Association of Tour Operators, is a vibrant and reliable brand that has been promoting and representing individual tour operators since its establishment in 1983. With a mission to put Tanzania on the world map as the best nature-based tourist destination, TATO offers a range of services to both local and international tour operators. One of TATO's key objectives is to provide an effective business environment and promote the regional and global competitiveness of the private sector within the tourism trade and investment.

They act as a bridge between their members, the government, and relevant institutions to promote tourism in Tanzania. TATO also focuses on training and workshops for its members, along with their employees, to enhance their skills and expertise. They facilitate marketable tourist services within both local and international markets, while also encouraging interaction between tour operators and the community to protect the interests of individual tourists.

Furthermore, TATO conducts feasibility studies, research, and manages programs and projects for economic and community development in tourism areas. With its dedication to promoting tourism and representing tour operators, TATO remains at the forefront of the industry, offering a valuable and supportive association to its members