Zanzibar: General Information, External & Internal Analysis

Introduction

Zanzibar, basically known as a tourist destination is a semi-autonomous part of Tanzania which is located in the coast of eastern part of Africa in Indian Ocean. The name Zanzibar is basically derived from the Persian word Zang-bâr which is known as “black coast”. Zanzibar is mainly divided into two major islands known as Unguja and Pemba, the capital is Zanzibar city which is located on the island of unguja. Its historic center is “stone town”, which is a world heritage site, certified by UNESCO in 2000. (“Zanzibar Profile”)

Zanzibar city as well as the entire Zanzibar region, mainly comes from many different backgrounds. This basically includes Arabs, Bantus, Indians and Swahili. The official language which is spoken throughout Zanzibar is Swahili, but there are also other residents who speak other languages as mentioned like Italian, French and Arabic. Considering the overall population of Zanzibar around 98% are to be exact Muslim and also a minority population of Christians. (“Richard Foltz”, 2016)

The island is famous for its mix of exotic beaches, famous spice plantation and diverse culture. Zanzibar has its own government which is known as the Revolutionary government of Zanzibar, established up of the Revolutionary council and House of Representatives.

EXTERNAL ANALYSIS & INTERNAL ANALYSIS ON ZANZIBAR

EXTERNAL ANALYSIS

Zanzibar, the government is basically supportive enough for the development of tourism as well as the international trade norms, in order to make Zanzibar as one of best tourist attraction among the world. Government has taken initiatives in adopting consultants from foreign countries for the overall and structural improvement also effort to increase the foreign and local investment in this sector, to achieve this; the policies initiated by the government are basically focused up the development of tourism sector targeting outsiders and are not fully beneficial for the local population in Zanzibar. (“Moran G, Kipobata C, Lindgren Garcia J” - 2017)

Tourism considered as one among main sector which contributes to 27% to island GDP and well as the number of tourists to Zanzibar has increased compared to previous years, which highlight that the sector is growing year by year. Agriculture the major source of income in Zanzibar, which indicates low production, also highlighted the factor that 13% of population is below food poverty line. Focusing the development in tourism foreign consultants is basically hired for managerial positions and most of local people are employed for low paid jobs, unemployment rate highlights 13%, whereby it shows that the local population is not beneficial from the tourism earning as government use these earning for the promotion and development of tourism. (Zanzibar economic survey)

Socially, the government supports and focus more in development of tourism sector and overlook the demand and requirements of local population in Zanzibar, which results rise in discontent and conflicts between local population and tourists, communities and government. Lack of proper education and basic skills among the local people, which finds difficult to interact with foreigners in various sectors like hotels, restaurants, airports etc.., as a result to this the local population are no beneficial in considering and promoting tourism. So the policies and decisions made by the government to promote tourism are not supported by local population as they are no treated or considered well enough with their demands and needs. (“M. Orjala” - 2016)

Technologically, the facilities provided by the government with ease of access creates an opportunity to attract tourists from various part of world through airways as well as seaways, also the island facility which provided by means of hotels and restaurants etc.., but considering lack of infrastructural facilities provided which creates a negative impact on customer which could affect in the development of Zanzibar tourism. Hotels are provided with better facilities but cannot meet an international standard, lack of facilities in airports to afford more number of flights as well as the transit and exit issues, as customer needs to wait for long. (“Rotary E” - 2014)

INTERNAL ANALYSIS

Zanzibar, considering the political and economic reformations, that has resulted in the development and expansion of Zanzibar tourism, by increase in foreign and local investment. (“Stephen and Joanne”, 2014) Its town area is recognized as a world heritage site by UNESCO, which consist of the beautiful houses as well as spice island of Zanzibar which another attractive and beautiful full world of its own, also the beaches and seashores are world-prominent.

Tourism sector at Zanzibar has shown significant growth in development and currently it offers competitive tourism packages and services whereby the tourist can enjoy their vacations with privacy and relaxation. The ease of access facility provided through airways as well as seaways, results increase in number of tourist from various part of world. Natural resources and attractive tourist sites with wide range of tourism activity options that the tourist could get engaged in like scuba diving, sea beaches, shopping and handicrafts etc.., also the natural forest reserves.

Another important factor to be pointed out is the “diversity of culture” native land of cultural and fun fields. Zanzibar Island compared with other eastern part of Africa, is more focused on its culturally diverse and peaceful community. Tourist can get more attracted to these historical and cultural sites. (M. K. Makame and E. K. Boon)

Basically the tourism sector is still in the process of expansion, which highlight the natural resources are not utilized properly, it need’s proper plan for its continuous growth and requires effective management to maintain the growth. Currently its highlights, that the tourism industry of Zanzibar is immature and less groomed to serve the tourists with expectations of high quality services. There only few hotels operating which could meet international standard, and rest are with acceptable standard which are not able to offer high-end quality product/services to tourists.

Considering more importance towards tourism development, government lacks in providing proper hospitality management facilities towards local population as well as people are below with level of basic skills and education, which could indirectly affect in the development of tourism as local population are hired in hotels and restaurants etc.

PROMOTIONAL STRATEGIES AND RECOMMENDATION

Zanzibar, the basic and the major factor that government should consider as an important promotional strategy for the development of tourism industry is internal support, which means the support from local population in Zanzibar. Government must support the local population for their development with proper education as well and with basic skills. Government must initiate various strategies like training programs to convince the local population about the development of tourism, how it is beneficial for the country and to the local population, government must consider the demands and requirements of the local population, so that people will be ready to accept the policies initiated by government in development of tourism.

Government budget on development and promotional strategies for Zanzibar tourism development is 2658 billion Tanzanian shilling (USD – 1.13 million). The budget focuses upon various promotional activities and infrastructural development in Zanzibar to make it as a perfect tourist destination. (Zanzibar – Economic impact of travel and tourism 2017) “Promotions is one accept of marketing that involves delivery of message to targeted customers. Various tools are used to achieve this like advertising, sales promotion, personal selling, direct marketing, public relation and sponsorship. Each tool basically contributes different way to reach customer and achieve communication objective”. - By “James M. Lattin, Randolf E. Bucklin”

Personal selling and sales promotion will the best recommended choice for the development of Zanzibar tourism and to attract tourists from various part of the world. Because, by initiating the mentioned promotional activities helps to create more awareness & attention among the customer, as well as various packages and promotions which attract customers to try visiting Zanzibar.

Personal Selling

Personal selling can be defined as "the process of person-to-person communication between a salesperson and a prospective customer, in which the former learns about the customer's needs and seeks to satisfy those needs by offering the customer the opportunity to buy something of value, such as a good or service”. (M.C. and Van Heerde)

Personal selling, focus upon creating a mentor to visit various countries and study about the customer knowledge and perception about Zanzibar tourism, creating more awareness among people about Zanzibar to choose it as a preferred and best tourist attraction.

As government of Zanzibar is supportive enough for the development of tourism sector, Since government had maintain better connection with its neighboring counties like Madagascar, Kenya, Zambia, Angola, Zimbabwe and Mozambique, by maintaining better relationship with these countries government can initiate personal selling strategy to attract customer from these counties. Government must initiate a person who is relatively from a scientific background and is capable enough to handle the situation and must be knowledgeable to interact with people with ideal thoughts. Now the government must give proper training about the internal resource like hotels, culture and heritage sites etc. So that, the person will have a clear picture about the Zanzibar and can goes to different countries to promote as well as to create awareness about Zanzibar as a best tourist destination.

The person will be more interactive with different people in different countries to analysis their knowledge and opinion about the Zanzibar as their tourist destination, suggest them with the highlighted features and attraction about Zanzibar to make more awareness in their mind as a tourist destination as well as to wipe out the negative thoughts about the place if any.

Analyzing various tourism trade fair activities in different countries, involving in those tourism trade fair activities like opening a booth with highlighted pictures of various attractions in Zanzibar along broachers and magazines which explain about the culture of Zanzibar as well as about the natural resources to attract foreign investors which beneficial for the internal tourism development. Displaying video of various attractions and mainly focusing on various customers sharing their experience in Zanzibar about the culture and historical heritage, sea beaches, wild life forest reserves etc.