Zanzibar Rising: How the Spice Island Is Becoming One of the World’s Most Exciting Tourism Destinations

What is changing is the scale of the world’s appetite to experience it.

The Tanzanian archipelago is entering one of the most significant periods of tourism growth in its modern history. Visitor numbers have climbed rapidly, international hotel groups are investing heavily and improved air connectivity is making the destination increasingly accessible from Europe, the Middle East and Africa.

This is becoming much more than a successful beach destination. Zanzibar is developing into a serious international tourism economy.

From dream destination to global destination

For decades, Zanzibar occupied a special place in African travel. It was often seen as the perfect finale to a Tanzanian safari: several days exploring the Serengeti⁠ or Ngorongoro before flying to the coast for a few days beside the Indian Ocean.

That combination remains enormously powerful, but Zanzibar increasingly stands on its own.

Visitors are travelling specifically for its beaches, gastronomy, wellness, watersports, culture and rapidly expanding collection of luxury resorts.

Nungwi and Kendwa continue to attract travellers to the north, while Paje, Jambiani, Bwejuu and Michamvi have transformed Zanzibar’s eastern coastline into thriving tourism communities populated by boutique hotels, restaurants, beach clubs, kitesurfing schools and wellness retreats.

One of the destination’s greatest strengths, however, is the variety that can be experienced within relatively short distances.

A morning might begin among the carved wooden doors and bustling alleyways of Stone Town, continue through a spice plantation in the interior and end with dinner beside the Indian Ocean.

A hospitality boom

International hospitality companies have clearly recognised Zanzibar’s potential.

JAZ Hotel Group⁠ has expanded its presence with JAZ Elite Aurora in Michamvi Kae, a five-star all-inclusive resort with 346 rooms and suites, extensive leisure facilities and Zanzibar’s first aqua park.

RIU Hotels & Resorts⁠ has also strengthened its position on the island. Its growing Zanzibar portfolio includes Riu Palace Zanzibar⁠, Riu Jambo and the newer adults-only Riu Palace Swahili.

The increasing diversity of hotels is particularly significant.

Zanzibar is no longer dependent on one type of traveller. There are sophisticated options for families, honeymooners, wellness travellers, adventurers, luxury guests and those looking for smaller boutique experiences.

More than beautiful beaches

Perhaps Zanzibar’s greatest tourism opportunity lies in encouraging visitors to discover what exists beyond their resort.

Stone Town⁠ remains the cultural heart of the islands. A UNESCO World Heritage Site, its architecture reflects centuries of interaction between African, Arab, Indian and European cultures.

Narrow streets reveal mosques, bustling markets, merchant houses and elaborately carved doors, while the waterfront provides a reminder of Zanzibar’s historic importance within Indian Ocean trade.

Elsewhere, spice farms connect visitors with the cloves, cinnamon, vanilla, nutmeg and other crops that gave Zanzibar its enduring reputation as the Spice Islands.

The ocean creates another world altogether.

Snorkelling, diving, traditional dhow sailing, kitesurfing, kayaking and reef excursions allow travellers to experience Zanzibar well beyond its beaches. Paje in particular has established itself as one of East Africa’s best-known kitesurfing destinations.

Managing success

Rapid tourism growth inevitably creates responsibility.

More travellers bring increased demand for freshwater, energy, transportation, waste management, accommodation and coastal infrastructure.

Zanzibar’s challenge will therefore be to ensure that tourism strengthens rather than overwhelms the qualities that made the destination desirable in the first place.

The next stage of its tourism story cannot simply be measured by arrivals.

It will increasingly be judged by how much tourism contributes to local communities, how effectively natural environments are protected, whether historical heritage is preserved and how successfully visitors are encouraged to stay longer and explore more widely.

Few destinations combine Swahili culture, extraordinary history, African identity, Indian Ocean beauty, spice heritage and contemporary luxury in such a compact setting.

The opportunity now is to turn extraordinary tourism demand into an equally extraordinary visitor experience.



For travellers, there has rarely been a more exciting time to discover Zanzibar.

The secret is well and truly out.