Zanzibar names four new tourism ambassadors to strengthen global outreach

Unguja. The Zanzibar government has appointed four new tourism ambassadors as part of a broader strategy to expand the islands' global tourism footprint and tap into new international markets.

Among those appointed is Alois Inninger, a German national and longtime investor in Zanzibar’s tourism sector, who is expected to spearhead efforts to attract more European visitors.

Joining him in the new cohort are Ruqaiya Karanja, Miss Tourism Tanzania 2020; Dr Lisa Wana, a tourism academic; and Abdurahim Abduhhamid Numa, a seasoned player in the sector.

The announcement was made during an official ceremony held on June 3, 2025, where the new ambassadors were introduced and presented with certificates by Minister for Tourism and Heritage Mudrick Ramadhan Soraga.

“Previously, we worked with artists to promote Zanzibar tourism. This time, we’ve chosen professionals who are deeply engaged with the sector and understand how to market our destination more strategically,” said Minister Soraga.

He said the shift reflects a new approach in Zanzibar’s branding, aiming for long-term impact and partnerships that go beyond celebrity endorsements.

“Each of these ambassadors brings unique strengths and a personal commitment to our tourism vision. They will be instrumental in strengthening Zanzibar’s presence both regionally and globally,” he added.

Permanent Secretary Dr Aboud Suleiman Jumbe said the ambassadors are expected to play an active role in showcasing Zanzibar’s unique tourism assets—from pristine beaches and marine life to historical landmarks, cultural heritage, sports tourism and even lesser-known niches such as sultan-era graveyard tours.

“Their work will include participating in international trade fairs, engaging with media, promoting Zanzibar on digital platforms, and sharing compelling narratives about the destination’s appeal,” Dr Jumbe said.

Alois Inninger, who has invested in Zanzibar’s tourism sector for over a decade, expressed his pride in being appointed to the role. He pledged to leverage his networks across Europe and beyond to help Zanzibar diversify its source markets.

“Being a tourism ambassador is more than a title. It’s a responsibility to represent Zanzibar positively to the world and to attract not just visitors—but also potential investors,” said Inninger.

He noted that many travellers become future investors, bringing long-term value to the economy. His strategy includes targeting untapped markets in South America, Asia, and Australia, where he believes Zanzibar holds strong appeal.

“There’s still a significant number of global travellers who are unaware of Zanzibar’s charm. My mission is to fill that gap,” he added.

Speaking after her appointment, Ruqaiya Karanja, who has been actively involved in youth empowerment through tourism, said she intends to use her platform to promote domestic tourism, particularly among students and young people.

“Zanzibar has incredible natural and cultural resources. I want to inspire young people to appreciate what we have—to explore our beaches, forests, and historical sites, and become ambassadors themselves,” she said.

Zanzibar is targeting to receive more than 800,000 tourists this year as part of efforts to recover and grow the sector post-pandemic, with a strong focus on sustainability, cultural preservation, and expanding visitor experiences.