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An over 12,000-acre land dispute spanning more than two decades in Loliondo division, Ngorongoro District in Northern Tanzania pitting Thomson Safaris, a US-based tourism company, and Maasai villagers has sparked an online campaign to boycott the tour company which prides itself on its community involvement. The primary cause of the conflict between the local community and Thomson Safaris is over the land ownership of Sukenya Farm and consequently the rights of the villagers to graze their cattle and access important water sources.