Zanzibar has just claimed the coveted title of Africa’s Leading Beach Destination 2025 at the World Travel Awards, an accolade that reaffirms the island’s enduring allure while spotlighting its transformation into a premium destination for discerning global travellers. The semi-autonomous archipelago off mainland Tanzania was also named Africa’s Leading Festival & Event Destination, signalling its evolution beyond heritage tourism into world-class luxury and experiential travel.
Tanzania, meanwhile, cemented its tourism leadership by taking the title of Africa’s Leading Destination, among others, and hosting the 2025 World Travel Awards Africa & Indian Ocean Gala Ceremony. “Hosting this event has been a milestone moment for Tanzania’s travel sector, and a unique opportunity to showcase our breathtaking landscapes, vibrant cultures and world-class hospitality,” says Ephraim Mafuru, director general of the Tanzania Tourist Board.
Zanzibar’s rise over the past few decades is striking. Once known mainly for its spice trade and UNESCO-listed Stone Town, it now appeals to high-end travellers seeking barefoot luxury, pristine beaches, and cultural authenticity. Improved infrastructure, direct international flights, and a growing portfolio of luxury hotels have made it easier than ever for travellers to access the island.
Nowhere is this transformation more clearly embodied than at LUX* Marijani Zanzibar, a boutique beachfront resort on the northeast coast that epitomises East African barefoot elegance – effortlessly chic, quietly luxurious, and deeply rooted in place. Less than a year after opening, the resort earned a coveted spot in Tripadvisor’s Travelers’ Choice Best of the Best Awards for 2024, then retained its ranking in 2025, which places it in the top 1% of hotels worldwide. LUX* Marijani was also named Tanzania’s Leading Beach Resort 2025 at the World Travel Awards.
“At The Lux Collective, we have been extremely proud of our little jewel, LUX* Marijani Zanzibar,” says Ashish Modak, COO of The Lux Collective. “The beach is stunning, the architecture amazing, and the landscaping stands out. But what truly makes it special is the service, the focus on quality, and the magical team led so wonderfully by general manager Sumit Bhardwaj.”
Design elements echo Zanzibar’s cultural heritage, from arched passageways and hand-carved wooden doors to whitewashed Swahili-inspired architecture and bougainvillaea-draped courtyards. Wellness offerings are attuned to the island’s spirit, featuring forest bathing, sandbank yoga, holistic spa rituals, and cuisine that fuses influences from Arabic, Indian, African, and European cultures. LUX* Marijani’s rise mirrors a changing appetite among travellers, one that favours authenticity, sustainability, and a more profound sense of connection.
With its strong cultural identity and elevated hospitality offerings, Zanzibar is well-positioned to set the pace for a new era of premium beach destinations in Africa. It’s also part of a broader regional story. Other East African locations are gaining traction with travellers who value untouched coastlines, cultural richness, and a slower, more intentional pace. Watamu, home to award-winning resorts like Hemingways; Lamu, a UNESCO-listed island with centuries of Swahili heritage; Kilifi, known for its scenic creek and relaxed luxury scene, which is creating a surge in real estate investment; and Pemba, a quieter part of the Zanzibar archipelago prized for its diving, all hold immense promise.
Zanzibar may have secured the beach destination title this year, but across East Africa, momentum is building and the future of luxury coastal travel is taking root.
Debbie Hathway brings over two decades of editorial elegance to the page. A doyenne of luxury lifestyle journalism, Debbie’s storytelling pirouettes across fine watches, haute travel, high jewellery, philanthropy, and the arts, with a signature style that’s as refined as the worlds she chronicles. Formerly deputy editor of Private Edition , Debbie is also a decorated contributor and a two-time SADC Media Award winner. Whether dancing her way through a cultural deep-dive or dissecting the mechanics of a tourbillon, she writes with the precision of a journalist and the flair of a true aesthete.
