The East African archipelago of Zanzibar has once again demonstrated its dominance in the continental tourism landscape following the successful conclusion of the 4th edition of the Z-Summit. Hosted last week at the State University of Zanzibar (SUZA) in Tunguu, this premier marketplace has set a new benchmark for industry gatherings in the region. For travel professionals operating across sub-Saharan Africa, the event served as a powerful indicator of where the market is heading, revealing a destination that is rapidly evolving from a leisure beach spot into a sophisticated, multi-faceted business hub.

The two-day event, which took place from February 11–12, was more than just an exhibition; it was a clear signal of intent from the Zanzibar government and the private sector. The summit attracted a robust mix of over 120 exhibitors and more than 300 hosted buyers hailing from over 20 countries. This impressive turnout highlights the growing global appetite for Zanzibar’s product. For African operators, the presence of such a diverse international audience underscores the importance of aligning business strategies with the island's upward trajectory. The event was co-organized by KILIFAIR Promotion Company Ltd, with Senior Managing Director Dominic Shoo noting that the platform has matured into a serious contender on the global tourism calendar.

What makes this year’s summit particularly relevant for the trade are the staggering statistics revealed during the opening sessions. Official data indicates that 2025 was a historic year for the islands. International arrivals neared the one-million mark, driving a sector growth of 7.1 percent. Even more significant is the financial performance, with tourism receipts exceeding US\$1.1 billion. This liquidity in the market translates directly into better services, upgraded facilities, and more reliable infrastructure for your clients. When a destination generates this level of revenue, it reinvests in the very ecosystem that supports travel agencies and tour operators.

Government commitment was a central theme of the proceedings. Aboud Suleiman Jumbe, the Principal Secretary for Tourism and Heritage, outlined an ambitious vision under the leadership of President Dr. Hussein Ali Mwinyi. The government is not merely observing this growth but actively fueling it through public-private partnerships. The Zanzibar Investment Promotion Authority (ZIPA) reports that over 1,300 investment projects have been registered, boasting a combined value of US\$14.3 billion. Crucially, tourism accounts for more than 50 percent of this investment ecosystem. For the trade, this means a steady pipeline of new hotels, resorts, and attractions will be coming online, offering fresh inventory to sell to eager travelers.

Infrastructure development is keeping pace with these investments. The summit highlighted major projects including airport terminal expansions, road network improvements, and modernized water and energy systems. These are critical factors for ensuring client satisfaction. Furthermore, Zanzibar is positioning itself for a massive influx of visitors by preparing for the upcoming Africa Cup of Nations (AFCON) tournament next year. This event represents a golden opportunity for African travel sellers to create sports tourism packages, combining match tickets with holiday experiences.

A key takeaway from the Z-Summit is the strategic shift towards tourism diversification. The narrative is moving beyond the traditional "sun and sand" model. The government and private sector are heavily promoting new niches such as MICE (Meetings, Incentives, Conferences, and Exhibitions), wellness travel, culinary tourism, and digital nomad programs. This diversification allows agents to target different client demographics, from corporate groups to long-stay remote workers. The focus on cultural heritage and halal tourism also opens doors to specific market segments that are often underserved in the region.

Another highlight of the event was the strong emphasis on intra-African travel. A significant delegation from Ghana, led by the Tour Operators Union of Ghana (TOUGHA), participated in the summit. Yvonne Donkor, the Union’s President, spoke passionately about bridging the gap between West and East Africa. This collaboration points to a future where cross-border tourism within the continent becomes seamless and profitable. For operators, building these pan-African networks is essential for creating multi-destination itineraries that appeal to international explorers wanting to see more of Africa in one trip.

The Z-Summit has solidified its reputation as a transactional environment. It is not just about networking; it is about closing deals. Suleiman Mohammed, Chairman of the Zanzibar Association of Tourism Investors (ZATI), praised the event as a trusted forum for innovation. The format, which included B2B meetings, educational seminars, and familiarization trips, ensured that attendees left with tangible business results. Participants had the chance to experience the product firsthand, from the UNESCO-listed Stone Town to the spice farms, reinforcing the quality of the destination.

As the dust settles on this 4th edition, the message to the African travel trade is clear: Zanzibar is open for business and scaling up. The combination of record-breaking revenue, massive capital investment, and a strategic pivot towards diverse travel experiences makes it a powerhouse destination. The future lies in leveraging these developments to offer unique, high-value packages to clients, ensuring that the benefits of this tourism boom are felt across the entire value chain.

Africa News

Zanzibar Z-Summit Unveils $1.1bn Tourism Revenue and New Investment Avenues