Zanzibar has always been known for its stunning beaches, bustling spice markets, and rich cultural heritage. Look at any advertisement on Zanzibar tourism and you will get the basic message sent about our island. Yet, beyond this scenic beauty and historical depth lies an underexplored avenue for cultural and economic enrichment: literary tourism. Yes literary tourism!
In an era where travelers increasingly seek experiences that go beyond leisure, Zanzibar stands at a crucial juncture to harness its literary heritage. By drawing inspiration from global trends and success stories the island can carve out a unique niche in the literary tourism market.
In recent years, literary tourism has gained momentum as travelers seek deeper cultural experiences. According to a report by Future Market Insights, the global literary tourism market is expected to grow from USD 2.3 million in 2023 to USD 3.3 million by 2034, marking a compound annual growth rate of 3.3%. This surge reflects a shifting travel landscape where storytelling, heritage, and literature serve as major attractions.
Literary tourism is a travel inspired by literary works, authors, or historical literary sites. It has become a key aspect of cultural tourism as enthusiasts venture to locations that inspired their favorite books or visit towns that celebrate literary legends. Positioning the city alongside other literary destinations such as Paris, Edinburgh, and Buenos Aires, which have long attracted literary-minded tourists.
Literary tourism has the potential to integrate with other creative sectors, such as film, architecture, and mythology. Just as J.K. Rowling’s Harry Potter series has made Scotland and Northern Ireland literary hotspots, Zanzibar can leverage its association with renowned authors to create compelling tourism experiences.
Let’s use an example of an obscure city that I doubt some readers might have come across or even heard – Kozhikode, India. Formerly known as Calicut, this city offers a compelling case study on how strategic investment in literary tourism can transform a city’s cultural and economic landscape.
In June 2024, Kozhikode was named India’s first UNESCO ‘City of Literature,’ a prestigious recognition that has positioned the city as a prime literary tourism destination. This title is not merely honorary; it reflects the city’s deep-rooted commitment to promoting literature, literacy, and the book industry.
Kozhikode’s success in literary tourism is built on several key initiatives, each contributing to its reputation as a vibrant literary hub. The city houses a robust literary infrastructure, housing over 70 publishing houses that produce an average of 450 books annually. Its 545 libraries, with thousands of active members, reinforce a deeply embedded literary culture that nurtures reading and intellectual engagement.
Closer to Zanzibar, we can see a similar transformation is evident in Rabat, Morocco, which was named UNESCO’s World Book Capital for 2026. This designation underscores Morocco’s dedication to fostering reading culture, literacy initiatives, and literary infrastructure. The announcement will now spotlight Rabat’s thriving book industry, including its 54 publishing houses and Africa’s third-largest international book and publishing fair.
The recognition of Rabat as a literary hub also signals a growing interest in African cities as destinations for literary tourism. This new status also reinforces this trend, positioning the city alongside other literary destinations such as Paris, Edinburgh, and Buenos Aires, which have long attracted literary-minded tourists.
Zanzibar’s literary history, particularly in Swahili literature, offers a strong foundation for literary tourism. The island has been home to scholars, poets, and storytellers whose contributions have shaped East African literature. Swahili literature, rich with oral traditions and written works, forms a cultural treasure trove that can attract literary enthusiasts worldwide.
One example of national treasure status is Prof. Said Ahmed Mohamed, who has over 60 titles to his name including poems, plays, and novels. With a lack of recognition from his homeland, it is no surprise this prolific writer was swooped on by our neighbors where his work has been a core part of the Kenyan curriculum for Kiswahili proficiency.
Historical figures like Mohamed Said Abdalla and the legendary Taarab singer Siti Bint Saad offer powerful narratives that can be woven into the island’s literary tourism strategy. Iconic characters such as Mohammed Said Abdallah (Bwana MSA), the common man detective, is an engaging and interesting driver of curiosity which can be used to guide adventures around the islands. On the same breath Adam Shafi is another literature giant in Zanzibar, the author of Kuli, Vuta n’kuvute whose film has won many awards.
This brings a critical point that needs to be addressed firmly – our ability to recognize and care for historical literary potential in gaining the attention of literary tourists. To be fair, the preservation of Zanzibar’s historic Stone Town, a UNESCO World Heritage Site, has helped maintain the island’s cultural and historical significance. However, neglecting literary heritage can have dire consequences.
One recent instance is the renovation of Darajani Primary School in 2022 which sparked debates on preserving its historical significance, especially given its connection to Nobel Laureate Abdulrazak Gurnah. Ignoring such literary landmarks threatens to erode Zanzibar’s rich cultural fabric, thereby diminishing its ability to inspire future generations of creative literary minds.
Achieving UNESCO City of Literature status is one milestone which would significantly enhance Zanzibar’s global reputation
To fully capitalize on the literary tourism boom, Zanzibar should adopt a series of strategic initiatives. Achieving UNESCO City of Literature status is one milestone which would significantly enhance Zanzibar’s global reputation.
In October 2024, UNESCO and Norway announced their plans to strengthen collaboration on cultural heritage and sustainable tourism in Zanzibar, presenting an ideal opportunity for the island to pursue international literary recognition.
Supporting literary festivals is another key strategy, as hosting these events would create a platform for international authors, scholars, and book lovers, fostering cultural exchange while boosting local tourism. The Zanzibar Renaissance Literary Society made notable strides in 2023 by organizing the inaugural Zanzibar Book Fair, with our very own Abdulrazak Gurnah as the keynote speaker.
Additionally, leveraging digital platforms is essential to amplify Zanzibar’s literary appeal to a broader, global audience. By utilizing social media and digital marketing, especially platforms like BookTok, Zanzibar can tap into a younger, engaged demographic that is actively shaping global reading trends. Engaging in these spaces is a crucial step toward fostering a reading culture that resonates with the youth.
Another key initiative is the development of literary trails, where curated guided tours of locations associated with Zanzibar’s literary figures and historical events can offer an immersive and engaging tourist experience. Prominent authors like Zainab Alwi Baharoon (Mabati Cornell Winner, 2018) and Ali Hilal Ali (PEN Literary Awards 2024) can serve as a powerful launch-pad for this living heritage, with their literary achievements further highlighting Zanzibar’s rich cultural narrative.
Investing in literary infrastructure, including dedicated literary museums, public libraries, and cultural centers, is also vital. These investments would provide tangible focal points for literary tourists while promoting local literary studies and workshops, nurturing the island’s future literary talent. The town’s libraries, archives, and former homes of prominent literary figures can provide a compelling experience for literary tourists.
As global travelers increasingly seek intellectually stimulating and culturally rich experiences, Zanzibar is uniquely positioned to become a premier literary tourism destination. By drawing lessons from successful initiatives in Kozhikode and Rabat, and leveraging its own rich literary traditions, Zanzibar can develop a sustainable tourism model that not only boosts the local economy but also preserves its cultural legacy.
The time to act is now—by investing in literary tourism, Zanzibar can forge a path toward a more diverse, resilient, and culturally vibrant future.
B.A English Literature
Writing, Publishing and Literacy Promotion
Email: ally@zanzibarbookfair.org
