Unlocking the Future of African Travel: How TOUGHA is Revolutionizing Multi-Destination Tourism Between Ghana and Tanzania

Published on February 13, 2026

The landscape of African travel is fundamentally changing as a new era of cross-continental collaboration begins. The recently concluded fourth edition of the Z-Summit in Zanzibar marked a significant step forward in the pursuit of a unified African tourism product. This premier travel and tourism marketplace, held from February 11 to 12, 2026, at the State University of Zanzibar (SUZA) in Tunguu, provided the backdrop for a historic strategic alignment between Ghana, West Africa’s gateway, and Zanzibar, East Africa’s jewel. A large delegation from the Tour Operators Union of Ghana (TOUGHA) attended for the first time, signalling a shift towards integrated travel experiences that cross regional boundaries.

A Strategic Alliance for Continental Growth

The participation of the Ghanaian delegation, comprised of over twenty prominent tour operators, was characterized as a deliberate and forward-looking movement. Rather than mere attendance, the objective was the co-creation of a future where African destinations are marketed as a collective experience. It is observed by industry leaders that the modern traveller is no longer satisfied with isolated sightseeing; instead, a quest for authenticity, cultural identity, and deep-rooted stories is being pursued. By aligning the lush cultural heritage of Ghana with the pristine coastal allure of Zanzibar, a comprehensive narrative of the continent is being offered to the global market.

The Aviation Bridge: Connecting Accra to Zanzibar

The feasibility of these ambitious multi-destination packages is being bolstered by significant advancements in regional aviation. Particular focus has been placed on the newly established direct flight routes by Air Tanzania connecting Ghana to East Africa. This “aviation bridge” is regarded as more than just a logistical convenience; it is a critical infrastructure component that enables the development of integrated tour circuits. Through these routes, travellers can be kept within the African continent for longer durations, moving seamlessly from the historic forts and vibrant markets of Accra to the aromatic spice farms and turquoise waters of the Zanzibar archipelago.

Zanzibar’s Economic Trajectory and Diversification

The summit provided an opportunity for the Revolutionary Government of Zanzibar to showcase its remarkable tourism performance. According to recent data released by the Zanzibar Office of the Chief Government Statistician (OCGS), the archipelago recorded over 100,000 international visitors in January 2026 alone, marking a nearly 20% increase compared to the previous year. Furthermore, the Zanzibar Investment Promotion Authority (ZIPA) has revealed that more than 1,300 investment projects have been registered, with a staggering total value of approximately $14.3 billion. Notably, tourism accounts for more than half of this investment ecosystem, underscoring the sector’s role as the primary engine of the island’s economy.

Beyond the Beach: A New Portfolio of Experiences

While the white sands of Nungwi and the historic labyrinth of Stone Town remain central to the island’s appeal, a concerted effort is being made to diversify the tourism portfolio. The government is prioritizing the development of segments such as MICE (Meetings, Incentives, Conferences, and Exhibitions), digital nomad programmes, and culinary tourism. These initiatives are designed to attract a broader demographic of travellers and to ensure that the benefits of tourism are felt across diverse sectors of the local economy. The promotion of “Halal tourism” and “wellness travel” also highlights Zanzibar’s commitment to catering to specialized global markets, ensuring its position as a competitive brand in the Indian Ocean.

Fostering Sustainable Partnerships

The central theme of the Z-Summit 2026 was the necessity of collaboration. It is widely acknowledged that no single nation or entity can fully harness the vast tourism potential of Africa in isolation. Instead, trust-based, long-term partnerships between West and East African stakeholders are being forged to drive shared growth. These collaborations are expected to result in joint marketing initiatives that position Africa not as a collection of fragmented countries, but as a singular, multifaceted destination. By leveraging shared resources and expertise, the continent’s share of the global travel market is expected to be significantly expanded.

The Path Forward for African Travel

As the delegates wrapped up their sessions at Tunguu, the focus shifted to post-event familiarisation tours. These excursions provided Ghanaian operators with firsthand experience with UNESCO World Heritage sites and emerging investment zones that will serve as the foundation for future tour packages. The momentum generated at the Z-Summit is expected to carry over to the Global Tourism Resilience Day Conference in Nairobi. The vision of a seamless African journey, where West African drums blend with Eastern coastal breezes, is no longer a distant dream but a tangible reality being built by the continent’s tourism architects.