Zara Tanzania Adventures wins sixth consecutive Africa adventure tourism award

TANZANIA: ZARA Tanzania Adventures has been named Africa’s Leading Adventure Tour Operator at the 2026 World Travel Awards, securing its sixth consecutive continental title as the locally owned company marks 40 years in the country’s tourism industry.

The award was presented at the World Travel Awards Africa & Indian Ocean Gala Ceremony at Diamond Bijoux Hotel in Bwejuu, Zanzibar, on Friday, adding to Zara’s record of recognition in the adventure-tourism category.

The World Travel Awards, established in 1993, recognise achievements across the global travel, tourism and hospitality industries.

“We are proud, but also humbled to be recognised as Africa’s Leading Adventure Tour Operator,” Zara founder and chief executive Zainab Ansell said after receiving the award.

Ansell dedicated the recognition to the company’s employees, mountain guides, porters, partners, clients and communities involved in its operations.

“Putting purpose at the heart of our operations — by considering the needs of our customers, partners, host communities and our planet — is what drives us as a company to create genuine and long-term value,” she said.

Zara was founded by Ansell in Moshi in 1986, initially focusing on tourism around Mount Kilimanjaro. Four decades later, the company offers mountain expeditions, wildlife safaris, cultural experiences, beach holidays and tailor-made travel programmes.

Its operations span some of Tanzania’s best-known destinations, including Mount Kilimanjaro, the Serengeti, the Ngorongoro Conservation Area and Zanzibar.

The company says its locally owned model is designed to ensure that tourism generates benefits beyond visitors, including through employment, education, community initiatives, environmental programmes and support for local livelihoods.

The latest award comes as Tanzania seeks to strengthen its position as a leading African destination for international travellers, with tourism built around its wildlife, mountains, beaches and cultural heritage.

For Zara, the consecutive awards also underscore the growth of a Tanzanian-owned business competing in an industry dominated by international brands.

“Our customised services, innovation and experience have brought us to this remarkable moment — to stand among leaders of the travel, tourism and hospitality industry and receive the ultimate honour of the World Travel Awards,” Ansell said.

The company’s four-decade history also highlights the increasing role of African-owned enterprises and women entrepreneurs in the tourism sector.

Ansell established Zara at a time when Tanzania’s tourism industry was smaller and opportunities for women entrepreneurs were more limited. Under her leadership, the company has expanded its portfolio while maintaining a focus on local employment and community development.

The award is also significant for an industry increasingly shaped by travellers seeking authentic experiences and greater awareness of the social and environmental impact of tourism.

Zara’s combination of mountain climbing, safari, cultural and coastal tourism allows visitors to combine several of Tanzania’s major attractions within a single itinerary.

A Kilimanjaro expedition, for example, can be followed by a safari in the Serengeti or Ngorongoro and a visit to Zanzibar.

The company said the latest recognition would serve as both a celebration of its achievements and an incentive to continue improving its services.

“Let us celebrate this special award and work together for even greater accomplishments in the future,” Ansell said.

As Zara enters its fifth decade, the company faces the same pressures confronting tourism operators globally, including changing consumer expectations, digital disruption, environmental challenges and growing demand for responsible tourism.

For Ansell, however, the focus remains on building a sustainable Tanzanian tourism business.

“To our clients and travel partners around the world: thank you for believing in us, travelling with us and supporting us throughout this journey,” she said.

The latest World Travel Award adds another milestone to Zara’s 40-year history and reinforces its position as one of Tanzania’s established locally owned adventure-tourism companies.