West Meets East: Ghana's Bold Tourism Push in Zanzibar
A significant milestone in the history of intra-African travel trade collaboration was achieved this past week as the Tour Operators Union of Ghana (TOUGHA) made its inaugural appearance at a major East African trade show. For the first time, a dedicated delegation from West Africa participated in the 4th Z-Summit Tourism & B2B Expo in Zanzibar, Tanzania. This strategic move signals a determined effort to bridge the geographical and commercial divide between West and East Africa, creating a seamless tourism corridor that professionals across the continent have long advocated for.
The event, which took place from February 11 to 12, 2026, was hosted at the State University of Zanzibar (SUZA) in Tunguu. It served as a vibrant melting pot for industry leaders, bringing together investors, hospitality heavyweights, and travel professionals from across the globe. However, it was the strong presence of the Ghanaian delegation that captured the imagination of many attendees. By crossing the continent to attend, these operators are not merely exchanging business cards; they are actively dismantling the silos that have historically kept regional tourism markets fragmented.
Leading this historic mission was TOUGHA President Yvonne Donkor, who guided a delegation comprising more than 20 influential members of the union. Their participation was multifaceted, designed to maximize value for the West African market. While some members set up exhibitions to showcase the rich cultural and historical tapestry of Ghana—from the Ashanti Kingdom to the coastal forts—others attended strictly as buyers. These buyers were on a mission to source new partnerships, inspect properties, and secure rates that will allow them to package Zanzibar as a prime leisure destination for Ghanaian travelers.
The decision to participate in the Z-Summit aligns with a broader trend of promoting multi-destination tourism. For too long, African travelers have looked to Europe or the Middle East for holidays due to a lack of connectivity and product knowledge within their own continent. By engaging directly with their East African counterparts, TOUGHA members are taking control of the narrative. They are crafting itineraries that could potentially see international visitors combining a heritage tour in Ghana with a beach retreat in Zanzibar, a product offering that holds immense appeal for the diaspora market and long-haul adventure seekers.
President Yvonne Donkor expressed the delegation's enthusiasm, noting that the summit provided a unique platform to expand networks and learn from global peers. The interaction went beyond simple introductions; it involved deep dives into the mechanics of sustainable tourism development and digital transformation. These are critical topics for African operators who are striving to modernize their service delivery and meet the expectations of a post-pandemic traveler who values sustainability and efficiency. The dialogue in Zanzibar highlighted that while the destinations are different, the challenges—and the solutions—are often shared.
The Z-Summit itself has cemented its reputation as one of East Africa’s most critical business-to-business networking platforms. Over the course of the two-day event, hundreds of registered buyers and exhibitors engaged in targeted matchmaking sessions. The floor at SUZA University was abuzz with negotiations involving hotels, lodges, airlines, and tourism authorities. For the Ghanaian delegation, this structured environment was invaluable. It allowed for high-level discussions on how to improve air connectivity and visa facilitation, two of the biggest hurdles currently facing East-West travel flow.
Furthermore, the presence of the Ghanaian delegation at such a prestigious East African event underscores a shift in business strategy. It highlights a move away from competition towards collaboration. By pooling resources and knowledge, operators from both sides of the continent can create a more robust tourism ecosystem. The idea is to keep tourism revenue circulating within the African economy, empowering local communities and businesses rather than relying solely on inbound traffic from traditional source markets in the West.
Beyond the formal plenary sessions and workshops, the summit offered an essential practical component. The TOUGHA delegation participated in post-event educational tours across Zanzibar Island. For a travel professional, there is no substitute for first-hand product knowledge. Walking through the narrow streets of Stone Town, inspecting the luxury resorts of Nungwi, and experiencing the spice farms allows these operators to sell the destination with authority and passion upon their return to Accra and Kumasi.
This initiative by TOUGHA is a wake-up call for the rest of the industry. It demonstrates that the future of African tourism lies in regional integration and cross-border partnerships. As the delegates return home, the focus will now shift to converting these new relationships into tangible business results. The industry can expect to see a surge in combined West-East African travel packages, marketing campaigns, and perhaps even lobbying for better direct flight connections to support this budding trade route. The Z-Summit of 2026 may well be remembered as the moment the door between Ghana and Zanzibar was flung wide open.
