Who Is Visiting Zanzibar in 2025? Understanding Your Target Market
- madiartymko
- Apr 27
- 5 min read
Updated: 6 days ago
Zanzibar is one of the unique destinations in the world that never closed for tourists or even imposed any entry restrictions during COVID - which we believe has a lot to do with how the tourism industry here has recovered and continued to grow at such a rapid pace over the past few years.
In 2022, the island welcomed 548,503 tourists - with that number rising to 736,755 in 2024.*
While these rising tourism numbers are fantastic in terms of growth on the island and revenue potential for real estate developments - the numbers are not yet in the millions, keeping Zanzibar feeling authentic and not as crowded as other popular island destinations.
While some beaches on the island do get busy, there are many hidden gems that remain empty, untouched and waiting to be explored!
Understanding who’s coming to Zanzibar - and what they’re looking for - can guide how you design, price, market, and manage your property. Whether you’re already working in the hospitality industry or looking to invest in Zanzibar real estate, aligning your property with this evolving traveller profile is key to standing out - and therefore generating more bookings.
So Who are the Tourists Visiting?
In 2024, European travellers continued to lead the way in visits to Zanzibar, accounting for 71.6% of all international arrivals.*
Among these, the top countries of origin were:
Italy (11.8%)
Germany (9.7%)
France (9.4%)
Poland (7%)
There has also been a notable increase in travellers from other African countries, now making up 13.4% of total arrivals to the island.
South Africa and Kenya lead this segment; with rising visitor numbers from Nigeria, Uganda, Rwanda, and Mozambique as well.
We’re also seeing an increase in travellers coming from Ukraine, China, and Japan - a sign that these are growing markets with plenty of potential for future tourism!
Though Zanzibar remains high as a romantic destination - attracting lots of couples (both young and retirees!), honeymooners, and many destination weddings - it’s interesting to note that millennials and Gen Z continue to dominate the visitor profile, accounting for 86 percent of arrivals.*
Millennials and Gen Z are considered those currently aged between their teenage years to early 40’s.
And within that younger demographic, we’re seeing clear trends emerge in what today’s travellers are actually looking for.
Think digital nomads looking for a longer-term base, remote workers using paradise as their office, and design-conscious couples booking dreamy boutique stays. There’s also a growing number of solo travellers focused on wellness and reconnection. These aren’t just tourists - they’re experience seekers who value personalization, connection, and thoughtful aesthetics.
The new generation of travellers aren’t just booking somewhere to sleep - they’re booking a vibe. They want fast and stable WiFi, Insta-worthy interiors for shooting photo and video content, and locally inspired touches that feel authentic. Properties that offer personalized amenities, immersive experiences, and meaningful interactions stand out.
Sustainability, community support, and ethical practices are priorities when choosing an accommodation. They want to know their stay has a positive contribution on the local community and its people.
Transparency is key with these travellers, from managing expectations before they check-in.
Remember - Gen Z shares everything online, and you don’t want your property to be the next viral “Instagram vs reality” post on social media!
How can your property adapt to attract this new generation of travellers?
Today’s travellers are more intentional, experience-driven, and connected than ever before - and they’re not just looking for a place to sleep. They’re seeking spaces that reflect their values, aesthetics, and lifestyle.
Your property, offerings, and marketing tactics have to constantly evolve and adapt to keep up with moving trends.
We came up with some simple tips below to help get you started on attracting this new, tech-savvy generations of travellers:
1. Prioritize Social Media & Influencer Marketing
Be active on Instagram, TikTok, and YouTube – Showcase visually appealing content, behind-the-scenes moments, and guest experiences. A focus on video content helps viewers establish trust with the property, and including lifestyle elements in these videos help viewers better imagine themself as your guest!
Encourage user-generated content – Create Instagrammable spots and branded hashtags for guests to share their experiences. Dedicate a few areas of your property to be used for photo opportunities and ask guests to tag your account on their socials. A study of over 1,000 millennials in the UK showed 40% cite choosing a hotel based on its Instagrammability.*
Work with Influencers & Creators – Partner with travel influencers who align with your brand to increase reach and credibility. Collaborate with photographers and videographers for high quality content for your booking channels and social media profiles. Offering complimentary stays in exchange for promotion or content during gaps in bookings or lower seasons is a cost-effective way to market your property.
2. Offer Unique & Experiential Stays
Themed rooms & experiences – Think rooftop movie nights, floating breakfasts, or indoor/outdoor spaces. Nobody wants to stay in a generic room that looks like it could be a business hotel in any city. You also need to stand out from what every other property in Zanzibar is doing - and trust us, a lot of these properties are starting to look the same when they don’t consistently innovate and adapt their design and decor! Remember - you want your guests to post and promote your rooms, so put in the effort to make them look good.
Adventure & cultural activities – Gen Z loves immersive experiences, so offer excursions like ethical dolphin tours, local cooking classes, or beach clean-ups.
Customizable stays – Allow guests to personalize their visit with add-ons like spa treatments, private dinners, or adventure packages.
3. Be Tech-Forward & Mobile-Friendly
Seamless mobile check-in & more – This generation expects an easy, digital-first experience. Go above and beyond with an e-butler to be available at your guests fingertips. Keep menus and tour brochures digital, so you can easily send to guests to look through - and making quick changes and updates won't hurt the environment from unnecessary printing.
Fast & free Wi-Fi – Non-negotiable for streaming, remote work, and of course - social media!
Smart room features – Keyless entry, app-controlled lighting/AC, and streaming services like Netflix add value and will help set you apart.
4. Emphasize Sustainability & Ethical Tourism
Eco-friendly initiatives – Offer refillable water stations, eliminate single-use plastics, and highlight sustainability efforts.
Support local businesses – Showcase locally made products, farm-to-table dining, and community partnerships.
Give-back opportunities – Offer guests a chance to participate in conservation projects or charity initiatives. Offer them a chance to see where their contributions are going first-hand.
5. Create a Fun & Social Atmosphere
Communal spaces & events – Think rooftop bars, co-working lounges, and sunset DJ sessions. Add in interactive experiences like trivia nights, cocktail-making classes, or local storytelling sessions that will add to the vibe.
Solo traveler-friendly – Many Gen Z guests travel alone, so foster a welcoming community and prioritize safety and security on your property.
Looking for investment opportunities with all of the above?
We work with developers who are creating modern spaces, collaborating with local and international architects and interior designers to create truly unique, one-of-a kind properties.
Mixed with Hard Launch Hospitality's expertise in social media marketing, influencer and creator partnerships; innovation with digital convenience, authentic local experiences; and our team’s past working in luxury hotels across the world - these properties are guaranteed to deliver on your ROI and attract guests of all demographics.
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