The Old Fort, rising from the 17th century ramparts of Stone Town, stands as a potent symbol of enduring heritage and strategic value, reminding us all that the most compelling opportunities often intertwine vision, location, and legacy.
The performance of the Tourism and Heritage sectors in Zanzibar has been exceptionally strong, marked by strategic initiatives, impactful partnerships and significant growth.
Tourism has not only expanded in volume (with a 65% increase in annual arrivals) but also in scope: embracing sports, cultural, and luxury tourism.
Simultaneously, the heritage sector has moved from passive preservation to active utilization, supported by research, restoration, and community involvement.
Collectively, these achievements have elevated Zanzibar’s profile on the world stage and solidified its status as a premier tourist destination hotspot in Africa, with tourism now contributing a full 30% to the national GDP.
Strategic Initiatives
Diversification of the tourism sector
The period between 2020 and 2025 has been marked by remarkable diversification in Zanzibar’s tourism sector. One of the most significant indicators of this progress is the annual increase in major tourism promotion festivals, which rose from just under three to eight by 2024.
These events ranging from the Fahari ya Zanzibar Festival to the Trace Music Awards and the Halal Tourism Festival have successfully positioned Zanzibar as a vibrant and culturally rich destination. They have played a critical role in national, regional, and international promotion, contributing to an increased momentum in international tourist interest and visitation arrivals.
Expansion of niche tourism
Another key highlight is the emergence and expansion of sports tourism. By organizing international-standard events such as kite surfing competitions, marathons, triathlons, beach volleyball, and soccer tournaments, Zanzibar has successfully diversified the tourist experience. These events not only appeal to a global audience but also extend the traditional tourist season and promote lesser-known destinations within the islands.
Improved international connectivity
The opening of Terminal III at Abeid Amani Karume International Airport has facilitated an accelerated rise in the number of direct international flights to Zanzibar – ranging from major airlines such as KLM, Air France, Etihad, and Edelweiss to mainstream airlines from across the continent. This enhanced connectivity is crucial for reducing travel barriers and attracting high-spending international tourists.
Growth in luxury accommodation
The increase in high-class hotels (4 and 5 Star) from 54 in 2020 to 79 in 2025 (a 32% rise) points to a deliberate shift towards attracting high-value tourism. These facilities enhance Zanzibar’s ability to host affluent travelers, business conferences, and destination weddings, thereby increasing revenue per visitor.
Impactful Partnerships
Stronger public-private partnerships
The period saw a noticeable increase in private sector participation, as evidenced by the growing strength of institutions such as ZATI, ZATO, ZATOGA, and the newly formed Hotel Association of Zanzibar (HAZ). These associations serve as vital links between investors and the government, ensuring alignment in policy execution and sector growth.
For the first time, Zanzibar has a Tourism Satellite Account, created in partnership with UNECA.
Enhanced data-driven planning through tourism satellite account (TSA)
For the first time, Zanzibar has a Tourism Satellite Account, created in partnership with UNECA. This is a major milestone, as it now accurately measures tourism’s economic contribution, which currently stands at 30% of GDP. This data-driven approach allows for more informed decision-making and long-term strategic planning.
Innovative promotional strategies through film
The production of The Royal Tour and Presidential Tour documentaries featuring the Presidents of both the United Republic of Tanzania, Dr. Samia Suluhu Hassan, and the President of Zanzibar and the Chairman of the Revolutionary Council, Dr. Hussein Ali Mwinyi, respectively, haves been an innovative promotional tool that transformed tourism and investment industry in both Tanzania Mainland and Zanzibar.
These films have offered global audiences a visual introduction to Mainland Tanzania and Zanzibar’s unique natural and cultural tourist attractions, significantly enhancing visibility and contributing to increased tourist arrivals.
Increased investment in historical sites
The government’s strategy to promote, restore and open unique historical sites, museums and monuments with development partners, has also established a strategic approach to incentivize the private sector investments in Cultural Heritage.
Through these unique has revitalized partnerships that align with national heritage and UNESCO guidelines, the Stone Town has witnessed major restoration projects spanning from the House of Wonders, many previously neglected locations, such as Beit Amaan, the People’s Palace, and the Royal Cemetery Museum.
Others are Old Fort, the Old High Court Building which is now being transformed into Museum of Judicial History, etc. Moreover, outside of the old town are Chuini Ruins, Bi Khole Palace, Beit Mtoni, Kibweni Palace, Dunga and Maruhubi palace, Mangapwani and Fukuchani historical sites and Forodhani.
The restoration of key heritage locations, such as Mnazi Mmoja Museum, Slave Caves, and Ras Mkumbuu, highlights the government’s commitment to preserving cultural legacy. These renovations ensure that these important sites remain structurally sound and publicly accessible, serving both educational and tourism purposes.
These renovations and investments ensure that these important sites remain structurally sound and publicly accessible, serving both educational and tourism purposes.
Expansion of archaeological research
Collaborations with local and international academic institutions led to extensive archaeological work in both Unguja and Pemba. Areas such as Chwaka Tumbe and Ras Mkumbuu in Pemba, Unguja Ukuu, Mkokotoni, Dunga, and Jumbi have yielded new insights into Zanzibar’s pre-historic settlements and early civilizations history. These discoveries not only enrich national identity but can also be leveraged to develop educational and historical tourism.
Strengthening conservation of stone town
With deliberate efforts to align development projects in Stone Town with UNESCO conservation guidelines, the government has ensured that modernization does not compromise cultural integrity. Projects such as the Malindi Fish Market, Darajani Souk, and Royal Tombs restorations are exemplary of sustainable urban heritage management.
Recognizing the role of local communities in conservation, the Ministry has intensified educational outreach. Through open meetings and media campaigns, local population is now more engaged in safeguarding their heritage, making conservation a shared national responsibility.
Tourists from around the globe outside terminal three of Abeid Amani Karume International Airport (AAKIA).
(Photo: Zanzibar Airport Authority).
Significant Growth
Significant rise in tourist arrivals
The most quantifiable success of this period is the 65% annual increase in tourist arrivals, growing from 260,644 in 2020 to 737,775 in 2024. This growth underscores the cumulative effect of all priority initiatives such as festivals, conferences, sports events, direct international flights, marketing films, and improved infrastructure.
Surge in tourism investments
The government’s efforts to streamline and support investment procedures have proven fruitful. There has been a significant increase in registered tourism projects, from 995 in 2020 to 1,695 in 2024.
This 70% rise reflects both investor confidence and the attractiveness of Zanzibar as a global tourism hub. The investments span multiple areas such as in hospitality, accommodation, dining food, entertainment, and marine activities demonstrating a maturing tourism infrastructure.
International recognition and awards
Zanzibar’s growing reputation was solidified through six international tourism awards between 2020 and 2025. Notable among these are Africa’s Leading Beach Destination (2022) and 9th World Top Honeymoon Destination (2024). These accolades enhance global trust and interest in the destination, directly influencing market competitiveness.
Principal Secretary Ministry of Tourism & Heritage-Zanzibar
