Key points:
- International arrivals reach 917,167 in 2025
- Hotel occupancy nears capacity amid demand surge
- Investors shift focus beyond resorts to experiences
ZANZIBAR’S tourism sector is entering a new phase of expansion as rising visitor numbers begin to outpace the range of experiences available beyond its renowned beaches and resorts, creating fresh opportunities for investors targeting the island’s next stage of growth.
New official figures show the semi-autonomous Tanzanian archipelago is experiencing sustained tourism momentum, with policymakers and industry stakeholders warning that infrastructure and attractions must now evolve alongside surging demand — a trend increasingly reflected across African tourism investment trends and regional destination development strategies.
Visitor numbers climb sharply
According to the Tourism Statistical Release for December 2025, Zanzibar recorded 100,729 international arrivals during the month, marking a ten percent increase year on year and a 38.3 percent jump compared with November.
Annual performance data reinforces the scale of growth. International arrivals reached 917,167 in 2025, significantly higher than the 736,755 recorded in 2024. Officials say the figures demonstrate structural expansion rather than a temporary recovery following the pandemic slowdown, aligning with broader East Africa travel recovery analysis tracked by industry observers.
Accommodation indicators further underline the pressure on capacity. Bed occupancy rates approached 89 percent in December, while more than 815,000 bed nights were sold in a single month. Visitors also stayed longer, with the average intended stay exceeding eight nights.
‘These figures confirm that Zanzibar is firmly in a growth phase, with longer stays and rising demand placing increasing pressure on tourism infrastructure,’ said Dr Aboud Suleiman Jumbe, principal secretary at the Ministry of Tourism and Heritage. He added that expanding investment would be critical to strengthening visitor experiences while supporting national development priorities.
Global hotel brands expand footprint
The surge in arrivals has prompted rapid responses from international hospitality groups seeking to capitalise on Zanzibar’s rising profile as a long-haul leisure destination.
TUI Group has expanded its resort presence, positioning the island as a core element of its global holiday portfolio. Meanwhile, Hilton has announced plans to enter the market with a branded beachfront resort, signalling growing confidence among international operators and reinforcing momentum within Africa’s luxury hospitality expansion pipeline.
Other developments are also advancing. ENVI Lodges is building an eco-luxury beachfront property, while Minor Hotels is expanding its Anantara portfolio through a new agreement with Infinity Group.
Industry analysts say the influx of global brands highlights confidence in Zanzibar’s long-term tourism potential, particularly among high-end travellers seeking experience-driven destinations — a segment increasingly driving sustainable tourism development in Africa.
Connectivity and transport improve access
Infrastructure improvements are also reshaping Zanzibar’s accessibility. Investments in airport capacity and aviation services have encouraged additional direct international flights, strengthening links with key global markets and supporting wider African aviation and connectivity growth initiatives.
Seif Abdallah Juma, director general of the Zanzibar Airport Authority, said about 575 aircraft landings were recorded in January, slightly exceeding December levels and reflecting steady airline growth.
At the same time, maritime transport is expanding to accommodate rising passenger flows. Regional ferry operator Azam Marine recently commissioned Kilimanjaro Number 9, a high-capacity vessel valued at $12.9 million. The ferry carries more than 600 passengers per journey and operates up to 13 daily sailings connecting Dar es Salaam, Unguja and Pemba.
A senior company executive described large-scale transport investment as a signal of confidence in long-term tourism demand across the region — mirroring patterns seen in regional tourism infrastructure investment projects elsewhere on the continent.
Experiences lag behind demand
Despite strong investment in accommodation and transport, analysts say Zanzibar’s tourism ecosystem remains heavily concentrated around hotels and beach-based activities.
Investment in cultural attractions, family-focused entertainment, museums, marinas and experiential infrastructure has lagged behind visitor growth, limiting opportunities to extend stays and increase spending — a challenge increasingly discussed within destination diversification strategies in Africa.
‘There is strong demand, but the depth of product has not yet caught up with the volume of arrivals,’ said an East Africa-based investment adviser. ‘That gap creates an opportunity for investors looking beyond hotels toward experiences that diversify tourism revenue.’
Emerging interest in eco-tourism reflects this shift. Zanzibar has 11 officially designated forest conservation areas, six of which have already attracted investor attention, pointing to growing demand for sustainability-led projects that combine conservation with tourism development and align with nature-based tourism investment opportunities.
Strategic window for investors
Government officials believe the island is entering a pivotal investment phase as tourism demand accelerates alongside improved connectivity and expanding hotel capacity.
Authorities are encouraging projects that broaden Zanzibar’s tourism appeal, including cultural infrastructure, eco-tourism ventures and integrated leisure developments aimed at creating a more resilient and diversified industry — priorities consistent with wider long-term African tourism growth outlook forecasts.
‘We are actively encouraging investment that adds depth, diversity and resilience to Zanzibar’s tourism offering,’ Dr Jumbe said. ‘Investors who come in now have an opportunity not only to benefit from growth, but to help shape the destination’s tourism landscape for the next decade.’
As arrivals continue to rise and global brands commit capital, Zanzibar’s tourism growth is accelerating into a defining period that could reshape how the island competes in the global travel market — shifting from a beach destination toward a more experience-led economy.
