The Minister of Tourism and Antiquities, Mudrick Ramadhan Soraga, has previously pointed out that many visitors do not return to Zanzibar because of a lack of diversity in attractions. In response, the government is developing new tourism products, including sports tourism, conferences and halal tourism, with the aim of positioning Zanzibar as a more attractive and versatile destination.

Estela Ngoma Hassan, a leading economist at the University of Zanzibar (SUZA), urged tourism stakeholders to promote Zanzibar in emerging markets such as China and other regions of Africa to attract more visitors. Accordingly, Hassan Amer Vuai, an official of the Zanzibar Tourism Commission, indicated that efforts are underway to promote Zanzibar tourism in regions such as Africa, China and India, in addition to planning various events aimed at attracting tourists.

According to the Office of the Chief Statistician of Zanzibar, although January 2025 recorded a decline of 8.2 per cent compared to 91,611 visitors in December 2024, the overall trend shows a steady growth. Italy led the number of visitors with 11,725 tourists (13.9% of the total), followed by Poland with 8,150 visitors (9.7%) and France with 7,983 visitors (9.5%). Germany also stood out with 5,401 visitors (6.4%).

The majority of tourists, 90.1%, arrived by air, while 9.9% arrived by sea. In terms of gender distribution, 47.9% were men and 52.1% were women. In addition, 99.5% of visitors came for leisure reasons, 0.4% to visit friends and family, and 0.1% for business or conferences.

To strengthen the confidence and security of tourists, Zanzibar has implemented from 1 October 2024 a travel insurance that covers medical expenses for travellers. This initiative is part of a series of measures aimed at improving the tourist experience and fostering a safer and more attractive environment for visitors.

Tourism represents a vital source of income for Zanzibar, accounting for 27% of its Gross Domestic Product (GDP) and generating approximately 50,000 direct and 150,000 indirect jobs. However, the rapid growth of the sector has also posed challenges, such as the need for adequate infrastructure and sustainable management of natural resources. Hotel overexploitation and waste management are areas that require attention to ensure the long-term sustainability of tourism in the region.

In this context, the Zanzibar government is investing in the improvement of tourism infrastructure, including the expansion of roads and the modernisation of the Abeid Amani Karume International Airport. These improvements are aimed at facilitating access for tourists and enhancing their experience on the island. In addition, sustainable tourism policies are being implemented to balance economic growth with environmental conservation, thereby protecting the natural resources that make Zanzibar a unique destination.

Zanzibar's rich history and cultural diversity, the result of the influence of various civilisations over the centuries, are reflected in its architecture, cuisine and traditions. This cultural heritage, combined with its white sandy beaches and crystal clear waters, positions Zanzibar as an attractive destination for a wide range of tourists. The development of new tourism products and promotion in emerging markets are key steps to diversify the offer and attract different segments of visitors.