Tanzanian tour operators on Thursday called on the government to strengthen its national flag carrier Air Tanzania and introduce direct flight between Dar es Salaam and China's capital Beijing.

The idea would help Tanzania increase number of tourists visiting the country which is very rich in different types of tourist attractions in east and central Africa, tour operators said in the northern safari capital of Arusha, when debating on the international marketing strategy for Tanzania as tourist destination.

"China and Japan is our potential market for tourism, but we haven't managed to explore that market," said Sam Kasulwa, information and communication officer of the Tourism Confederation of Tanzania (TCT).

Kasulwa said studies have shown that lots of Chinese are now interested in traveling abroad, but Tanzania hasn't yet created better infrastructure to serve such opportunity.

"Let's invest in our airline and penetrate the Chinese market. We are failing to benefit out of tourism because of the absence of this facility," he said.

Joseph Mwema, director general of the Tomodachi Tours and Safaris Ltd., said for the past five years Air Tanzania hasn't been stabilized.

"This is a challenge, the government should work on it and make sure that the airline operates efficiently and use it to boost tourism," he said.

The number of tourists who visited Tanzania last year hit over one million and put the East African country among leading destinations in Africa.

Key tourist assets and attractions which represent Tanzania's tourism are the Ngorongoro Crater, Mount Kilimanjaro and Serengeti National Park, which boasts over five million big African mammals.