Zanzibar recently embarked on a rebranding strategy to promote the islands as a unique tourism destination. Zanzibar was traditionally marketed as part of Tanzania, but now wants to enhance its own assets.
The Zanzibar Association of Tourism Investors (ZATI) and the Zanzibar Commission for Tourism have joined forces and are in the process of assembling a promotional and branding strategy. It will include fresh marketing collateral for Zanzibar, such as brochures, DVDs, online information and reservation facilities to enable easier and faster bookings, and a stronger presence in overseas trade fairs alongside mainland Tanzania’s stand. The brand is expected to be rolled out during the course of the year.
Julia Bishop, Director of ZATI, says the association recently commissioned consultants to ‘refresh and reposition’ the marketing strategy of Zanzibar and elicited views from the private tourism investors, the Tourism Commission, many overseas tour operators and travel agents as well as tourists.
According to Bishop, Zanzibar is in no way breaking with Tanzania in promoting its tourism. “Tanzania is ‘the land of Kilimanjaro, Zanzibar and Serengeti’ and so we remain very much part of the main marketing thrust of the whole country.”
She adds that Zanzibar has agreed with the Tanzanian Tourism Board to market Zanzibar as a brand within a brand under the broader umbrella of Tanzania. “The result is that the new Zanzibar marketing strategy both seeks to promote Zanzibar as a fascinating cultural destination in its own right, as well as a tropical paradise in which to relax after a safari on the mainland. So, all we’ve actually done is focused in on a region of the country – you could compare this to a destination within a destination, much like the Eastern Cape would market itself as part of South Africa, with its own unique attractions and activities.”
Mohammed Juma Abdalla, Safina Tours, says Zanzibar tour operators saw a need to promote Zanzibar as a separate destination in their efforts to target alternative markets. “What I personally believe, as most Zanzibaris do, is that Zanzibar is more famous than many of the Tanganyika (mainland Tanzania) National Parks. Zanzibar in itself is a brand, and there are ongoing efforts to make the brand clearer.”
