Zanzibar’s Tourism Boom: Brazilian Market and Luxury Resorts Set to Transform the Island

By Adonis Byemelwa

Unguja: Zanzibar’s tourism industry is set to reach new heights as the Brazilian government and top travel agents from the country have pledged to promote the island's attractions through television and social media platforms in Brazil.

 This partnership promises to inject fresh energy into Zanzibar's thriving tourism sector, tapping into Brazil's enormous market and reshaping perceptions of the island as a premier destination.

Brazil’s Consul in Zanzibar, Honourable Abdulswamad Abdulrahim, confirmed the government’s commitment during a business meeting with tourism stakeholders. He revealed that this effort would bring a wave of Brazilian tourists to Zanzibar, a market that has previously remained untapped. According to Abdulswamad, part of the hesitation from Brazilian tourists has been due to inaccurate information about Zanzibar, which had negatively impacted its appeal.

However, with the recent visit of top travel agents and media representatives from Brazil, this tide is set to turn. The agents, impressed with Zanzibar's stunning beaches and cultural heritage, have vowed to market these attractions aggressively.

The Brazilian delegation is poised to showcase the island’s charm across Brazilian TV networks and social media platforms, unlocking a new influx of tourists eager to explore the hidden gems of Zanzibar.

“They have shown a keen interest in our tourism sector, and their visit is just the beginning of a long-lasting partnership that will help place Zanzibar on the map for Brazilian tourists,” said Abdulswamad.

Khalifa Mohammed, Chairman of the Zanzibar Association of Tour Operators (ZATO), echoed similar sentiments. He said the meeting with the Brazilian delegation was a crucial platform for discussing the island’s untapped potential in sports and beach tourism, particularly targeting Brazilian visitors.

“Brazil is a nation with a rich sporting culture, and Zanzibar offers the perfect combination of serene beaches and sports activities. We are confident that this partnership will attract more Brazilians to Zanzibar’s shores,” said Mohammed.

Tourism is the backbone of Zanzibar’s economy, contributing over 30% to its GDP. More than 70% of the island’s foreign exchange earnings come from tourism, making it the single most critical sector for Zanzibar’s economic survival. The new wave of Brazilian tourists will add to the already booming tourism numbers, further bolstering Zanzibar's position as a global tourist hotspot.

The strategic push to attract Brazilian visitors to Zanzibar aligns with Tanzania's broader vision of making Brazil one of the top 10 countries sending tourists to the country. Brazil, a nation of over 212 million people, holds immense potential for Tanzania's tourism sector.

 This was emphasized during a meeting on August 27, 2024, between Tanzania’s Permanent Secretary for the Ministry of Natural Resources and Tourism, Dr. Hassan Abbas, and the Brazilian delegation. Dr. Abbas expressed optimism about the new partnership, stating that the visit is a direct outcome of Tanzania’s strategic efforts to promote its attractions abroad.

“These travel agents and media representatives are here to experience our beauty first before bringing tourists from Brazil. We’ve already hosted them in Dar es Salaam, and now they are heading to Arusha to visit the Serengeti, Ngorongoro, Tarangire, and other cultural sites, and then they will proceed to Zanzibar. They are excited about the opportunities, and we are confident that this will lead to more Brazilian tourists coming to Tanzania,” said Dr. Abbas.

Brazilian travel agents have also shown interest in the luxury segment of Zanzibar’s tourism. A key attraction that is already generating excitement in both local and international markets is the recently announced $230 million Anantara Zanzibar Resort.

The resort, set to open in 2027, will feature 110 luxurious rooms and suites, along with 94 apartments and villas available for purchase. This development, located on the pristine shores of Nungwi, promises to elevate Zanzibar's status as a top-tier destination for luxury travelers.

A spokesperson from the Zanzibar Tourism Board expressed excitement about the project, noting, “This is a significant milestone for Zanzibar's tourism. The Anantara Zanzibar Resort will not only bring in high-end travelers but also create jobs and contribute to the local economy. It will strengthen Zanzibar’s reputation as a luxury destination.”

Zanzibar’s tourism has already witnessed remarkable growth in recent years. In 2023, the island recorded a 16.4 percent increase in international arrivals, welcoming a record 638,498 tourists, according to the annual tourism report. This is a substantial leap from the 548,503 visitors recorded in 2022, painting a clear picture of Zanzibar's rising global appeal.

European visitors continue to dominate the island's tourism market, with French tourists leading the pack, followed by visitors from Poland, Germany, and Italy. But what is truly notable is the significant increase in arrivals from emerging markets like India and Russia, signaling that Zanzibar's appeal is expanding beyond traditional European markets.

Air travel remains the primary mode of entry for the majority of tourists, with over 84 percent of visitors arriving via Zanzibar’s airports. However, there is a growing trend of tourists opting for sea ferries from Dar es Salaam, with nearly 64,000 visitors choosing this route in 2023.

 This trend reflects Zanzibar's growing popularity as part of multi-destination itineraries, where tourists combine the island’s tranquil beaches with mainland Tanzania’s safari experiences.

The evolving demographics of visitors are also worth noting. Millennials and Generation Z now account for over 86 percent of all arrivals. This tech-savvy generation is drawn to Zanzibar for its authenticity, unique experiences, and shareable moments that resonate with social media audiences.

The average stay for tourists on the island is eight nights, suggesting that visitors are keen to explore Zanzibar beyond its beaches, delving into its rich culture and history.

Moreover, there has been a noticeable shift in gender demographics, with female visitors now making up nearly half of all tourists. This could point to changing travel patterns, particularly the rising trend of solo female travelers seeking safe, authentic, and culturally rich destinations like Zanzibar.

With these positive indicators, Zanzibar’s tourism sector is positioned for even greater success. The partnership with Brazil, along with ongoing efforts to attract visitors from both traditional and emerging markets, is expected to propel Zanzibar to new heights as a global tourism hub.

As Consul Abdulswamad aptly put it, “Zanzibar has so much to offer. This is just the beginning, and we are excited about the future of our tourism industry.” The island’s tourism stakeholders are equally optimistic, believing that with continued strategic efforts, Zanzibar will become not only a preferred destination for Europeans but also for travelers from Brazil and other parts of the world.

Zanzibar’s blend of natural beauty, rich cultural heritage, and strategic partnerships is sure to keep the island on an upward trajectory in the global tourism arena. The future looks bright for this island paradise, as it continues to capture the hearts and imaginations of tourists from all corners of the world.