Tanzania’s Zainab joins Global Sustainable Tourism Council Board, elevating Africa’s voice in sustainable tourism

IN a landmark moment for Tanzania’s tourism industry and the broader African travel industry, Ms Zainab Ansell, Founder and Chief Executive Officer of Zara Tanzania Adventures and Zita Tanzania Wild Camps has been elected to the Board of Directors of the Global Sustainable Tourism Council (GSTC), reinforcing her standing as one of Africa’s foremost advocates for sustainable tourism.

Ms Ansell, widely regarded as Tanzania’s leading female tour operator, will begin her three-year term on September 1, 2026, serving through September 2029, following the conclusion of the GSTC’s 2026 Board of Directors election.

Her election places Tanzania at the centre of global discussions on sustainable tourism governance at a time when destinations around the world are redefining tourism through environmental stewardship, community empowerment and responsible investment.

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More significantly, the appointment amplifies Africa’s voice within the world’s leading body on sustainable tourism standards, ensuring that the continent’s unique experiences, opportunities and challenges help shape international policies guiding the future of the industry.

For Tanzania, a nation celebrated for the Serengeti, Mount Kilimanjaro, the Ngorongoro Conservation Area and the Zanzibar archipelago, Ms Ansell’s appointment represents more than personal recognition.

It signals growing international confidence in Tanzania’s contribution to sustainable tourism and strengthens the country’s influence in shaping global standards that guide governments, tourism businesses and destinations worldwide.

Breaking barriers in a male-dominated industry

Ms Ansell’s journey to global tourism leadership is one defined by resilience, entrepreneurship and determination.

More than four decades ago, she entered Tanzania’s tourism industry at a time when the sector was overwhelmingly dominated by men.

Through perseverance, innovation and an unwavering commitment to service excellence, she transformed Zara Tanzania Adventures from a modest local operator into one of East Africa’s most respected destination management companies, welcoming thousands of international travellers every year.

Her success has made her not only one of Tanzania’s most accomplished tourism entrepreneurs but also a trailblazer for women in an industry where female leadership was once the exception rather than the norm.

Beyond building a successful business, Ansell has consistently championed tourism as a force for sustainable development.

Under her leadership, Zara Tanzania Adventures has integrated sustainability into its operations by supporting local communities, creating employment opportunities for women and young people, promoting responsible wildlife tourism and investing in conservation initiatives that ensure local communities share in the benefits of tourism.

Her career has demonstrated that commercial success and responsible tourism can go hand in hand, creating lasting value for businesses, communities and the environment alike.

A Global Platform for Sustainable Tourism

The Global Sustainable Tourism Council serves as the world’s leading authority on sustainable tourism standards.

Its Board of Directors provides strategic leadership to the organisation, advancing internationally recognised sustainability principles across governments, destinations and the private sector.

According to the GSTC, four board members were elected to serve new three-year terms: Zainab Ansell, Founder and CEO of Zara Tanzania Adventures and Zita Tanzania Wild Camps; Dr David Ermen, Managing Director of Destination Capacity; Andrew Leary, Principal at Coraggio Group; and Dr Loannis Pappas, President, CEO and Co-Founder of Green Evolutions as well as GSTC Regional Director for Europe.

Announcing the election results, GSTC Board Chair, Luigi Cabrini congratulated the newly elected directors and highlighted the important role they will play in advancing sustainable tourism worldwide.

“As GSTC continues to grow in reach and impact, the experience and commitment of our newly elected Board members will be essential. We warmly welcome them and look forward to working together to strengthen GSTC’s role in setting sustainability standards and supporting tourism public and private sectors in their adoption and implementation,” Cabrini said.

He said the new board members’ terms will officially commence on September 1, 2026, and continue through September .

Reflecting on her election, Ms Ansell described the appointment as both an honour and an opportunity to ensure Africa contributes meaningfully to shaping the future of global tourism.

“I am truly honored to have been elected to the GSTC Board of Directors. For more than 40 years, tourism has been my passion and my life’s work. Throughout this journey, I have witnessed how tourism, when developed responsibly, can transform lives, protect our natural and cultural heritage, and create lasting opportunities for local communities,” She said.

She said Tanzania’s tourism journey has given her first-hand experience of both the challenges and the tremendous opportunities that sustainable tourism presents across the African continent.

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She added: “Coming from Tanzania, I have been fortunate to see both the challenges and the incredible potential that sustainable tourism brings to destinations across Africa. I look forward to working alongside my fellow Board members, learning from their experiences, sharing my own, and helping shape a future where tourism protects our planet, strengthens local economies, preserves cultural heritage, and improves the lives of the people who call these destinations home.”

Raising Tanzania’s global tourism profile, Ms Ansell’s election is expected to further elevate Tanzania’s standing within international tourism policy and sustainability circles.

As global travellers increasingly seek authentic, environmentally responsible and community-centred experiences, Tanzania is well positioned to benefit from stronger representation within the world’s foremost sustainable tourism body.

Her appointment also provides an important platform for African perspectives to influence the evolution of global sustainability standards, ensuring they reflect the realities, priorities and aspirations of emerging tourism destinations across the continent.

For Tanzania’s tourism industry, one of the country’s leading sources of foreign exchange earnings and employment, her leadership at the GSTC comes at a pivotal moment as destinations compete not only on visitor numbers but also on their sustainability credentials.

Her election reflects a broader shift in global tourism leadership, where African entrepreneurs are no longer simply participating in international conversations but are increasingly helping to shape them.

As the world moves toward more resilient and sustainable tourism models, Ms Ansell’s journey from pioneering entrepreneur in Tanzania to member of the GSTC Board stands as a powerful example of visionary leadership and the growing influence of African voices in defining the future of global tourism.