This study aimed to instil indigenous knowledge and creativity through value chain analysis among cultural tourism initiatives (CTIs) for communities located at close proximity to protected areas in ArushaTanzania. Arusha is the main tourist destination in Tanzania with a possibility to get rich mix in information in CTIs. A cross sectional survey design was used. The basic population was cultural practitioners. Multi-stage, probability, purposive and snow ball sampling techniques were

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... Based on tourism sustainability notion, that is if destination hosts are actively involved and directly benefit in tourism activities, they will have justifiable reasons to conserve tourism resources. Information was gathered from a sample of 210 respondents using both primary and secondary data sources which were analyzed using interdependency multivariate analytical techniques. Despite the fact that there were no clear entrepreneurial traits within the value chains, it was revealed that cultural tourism initiatives CTIs have abundance of natural and cultural heritage that can provide unique experiences to tourists. The majority depend on individual motivation, perspective and are owned by fewer individuals based on family, development partners and local government authorities, depend on inconsistent membership which led to suspicion whether majority of local communities can benefit at the destinations.