My name is Reinhard S. Pallangyo, born and raised in Arusha, Tanzania I pursued my academic journey with great interest in business studies, tourism, and marketing, which inspired my desire to explore how modern communication tools shape the growth of the tourism sector. I hold a Bachelor degree of Business Administration in Marketing, from University of Arusha where I gained knowledge in areas such as marketing strategies, customer relations, and the role of technology in business growth. During my studies, I developed a strong interest in understanding how digital platforms, particularly social media, influence consumer behavior and brand visibility in the tourism industry. My choice of Arusha National Park as a case study is motivated by its significance as one of Tanzania’s key tourist destinations, yet one that competes with other famous attractions such as Serengeti, Ngorongoro and Kilimanjaro. I was particularly interested in how social media can enhance its visibility, attract both local and international visitors, and contribute to sustainable tourism development. Through this research, I am not only to fulfill academic requirements but also to contribute knowledge that may assist tourism stakeholders, including Tanzania National Parks Authority (TANAPA), tour operators, and marketers, in leveraging social media to strengthen brand awareness and promote Tanzania as a global tourism destination. This research journey reflects my passion for combining academic knowledge with practical solutions that address challenges in the tourism sector.