Zara claims sixth consecutive global award to cement its African adventure tourism leadership
The World Travel Award adds another milestone to a remarkable year as Zara Tanzania Adventures celebrates four decades in Tanzania’s tourism industry.
SATURDAY August 29, 2026
By Adam Ihucha
The Tranquillity News Correspondent, Zanzibar, Tanzania
From the foothills of Africa’s highest mountain to the sweeping plains of the Serengeti, a Tanzanian tourism company founded by a woman four decades ago has built its reputation around adventure, hospitality, local opportunity, and responsible tourism.
Zara Tanzania Adventures has once again been named Africa’s Leading Adventure Tour Operator 2026 at the prestigious World Travel Awards (WTA), marking what the company says is its sixth consecutive continental victory in the category.
The award was presented during the World Travel Awards Africa & Indian Ocean Gala Ceremony in Zanzibar on Friday, August 28, 2026, adding another milestone to a remarkable year as Zara Tanzania Adventures celebrates four decades in Tanzania’s tourism industry.
Often described as the “Oscars of Tourism,” the World Travel Awards recognise excellence across the global travel, tourism, and hospitality industries.
For Zara, the latest honour is not simply another trophy. It represents four decades of building a homegrown Tanzanian tourism company capable of competing on the international stage.
“Hooray, we made it again,” said Zainab Ansell, Founder and CEO of Zara Tanzania Adventures, after receiving the award at the red-carpet gala.
“We are proud, but also humbled to be recognised as Africa’s Leading Adventure Tour Operator at the prestigious World Travel Awards in 2026,” Ansell said.
She dedicated the achievement to Zara’s employees, guides, porters, partners, affiliates, clients, and the communities connected to the company’s operations.
“This recognition reflects the hard work, dedication, and creativity of our entire team, as well as the incredible support we receive from our travellers, partners, and communities. I thank Allah for His blessings,” she added.
Forty years of building a Tanzanian tourism brand
Zara’s story began in 1986 in Moshi, Tanzania, when Ansell established the company with a vision of delivering high-quality travel experiences while creating opportunities for Tanzanians.
Forty years later, that vision has grown into a substantial locally owned tourism enterprise operating across some of Tanzania’s most celebrated destinations.
Zara Tanzania Adventures specialises in Mount Kilimanjaro expeditions, wildlife safaris, cultural experiences, beach holidays, and tailor-made journeys for individuals, families, and groups.
From its roots near the slopes of Kilimanjaro, the company has developed into a recognised mountain and safari operator serving travellers from around the world.
Its model allows international visitors to experience Tanzania through one locally based operator—from climbing Kilimanjaro and exploring the Serengeti and Ngorongoro to cultural encounters and Indian Ocean escapes.
But behind those journeys lies a larger story.
Where tourism meets purpose
For Zara Tanzania Adventures, tourism has never been simply about taking visitors from one attraction to another.
The company has sought to build a model in which tourism creates wider benefits for the people and communities that make Tanzania one of the world’s most extraordinary destinations.
Through employment, education, community initiatives, environmental programmes and support for local livelihoods, Zara has worked to extend the economic and social value of tourism beyond the traveller.
“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,” Ansell said.
That philosophy reflects a wider transformation taking place in global tourism.
“This recognition reflects the hard work, dedication, and creativity of our entire team, as well as the incredible support we receive from our travellers, partners, and communities. I thank Allah for His blessings,” Zainab Ansell, founder and CEO of Zara Tanzania Adventures.
Travellers increasingly want experiences that are not only memorable, but also authentic, responsible, and meaningfully connected to local people and places.
From Kilimanjaro to the Serengeti—and beyond
Few destinations can match Tanzania’s combination of natural and cultural attractions.
Mount Kilimanjaro, the Serengeti, the Ngorongoro Conservation Area, and Zanzibar have made the country one of Africa’s most recognised tourism destinations.
Zara has spent four decades building experiences around these extraordinary assets.
Its tailor-made approach enables travellers to combine mountain adventures, wildlife safaris, cultural encounters, and Indian Ocean holidays according to their interests.
That breadth of experience, backed by decades of local knowledge, has helped transform Zara from a locally founded tour company into a recognised African tourism brand.
“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 explained.
A woman-led African business success story
At the heart of Zara’s four-decade journey is the story of its founder.
Ansell built the company at a time when Tanzania’s tourism industry was considerably smaller and opportunities for African women entrepreneurs in the sector were far more limited.
Her journey has, therefore become more than the story of one tourism business.
It represents African entrepreneurship, women’s leadership, and the power of local ownership.
Under her leadership, Zara has combined commercial growth with a commitment to community development, responsible tourism, and the professional development of Tanzanians working across the tourism value chain.
The company’s latest World Travel Awards recognition demonstrates what locally owned African tourism businesses can achieve when local knowledge, operational experience, innovation, and purpose are brought together.
Six consecutive wins. One sandard: Excellence
The significance of Zara’s latest achievement lies not only in winning, but in maintaining that recognition year after year.
Six consecutive continental honours represent sustained performance in an increasingly competitive and fast-changing tourism industry.
For the company, the award is, therefore, both a celebration and a challenge to continue improving.
“Let us celebrate this special award and work together for even greater accomplishments in the future,” Ansell said.
The trophy may have been presented in Zanzibar, but Ansell says the achievement belongs to the entire Zara family: The mountain guides leading climbers towards the summit of Kilimanjaro; the porters supporting expeditions; safari guides navigating Tanzania’s wilderness; drivers; lodge and camp teams; office staff; community partners; international travel agents and affiliates; and travellers who continue to place their trust in the company.
The business of trust
For many international visitors, an African adventure represents a major financial and emotional investment.
A Kilimanjaro expedition can be a once-in-a-lifetime ambition. A Tanzanian safari may involve months—or years—of planning and saving.
Trust, therefore, remains one of tourism’s most valuable currencies.
“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,” Zainab Ansell, founder and CEO of Zara Tanzania Adventures.
Travellers need confidence that the company they choose understands the destination, can deliver what it promises, and has the experience to respond when challenges arise.
Four decades of operating in Tanzania have given Zara institutional knowledge and relationships built over generations.
The company’s ability to combine mountain expeditions, wildlife safaris, cultural experiences, accommodation, and coastal holidays also enables it to showcase Tanzania as a complete destination rather than a collection of individual attractions.
A Kilimanjaro climb can lead to a safari. A safari can lead to Zanzibar. A beach holiday can become a cultural journey.
Together, these experiences tell a bigger story about Tanzania.
The next chapter of African tourism
Zara’s sixth consecutive World Travel Award comes at a significant moment as the company marks its 40th anniversary and African tourism enters a new era.
Today’s international traveller is changing.
Visitors increasingly seek more than sightseeing. They want meaningful experiences, trusted local expertise, authentic human connections, and greater confidence that their spending contributes positively to the destinations they visit.
At the same time, African tourism businesses face new challenges, including digital disruption, changing consumer expectations, climate pressures, and increasing demand for demonstrably responsible tourism.
For Zara, the response has been to build its identity around three interconnected principles: Experience. Trust. Purpose.
The formula is Tanzanian in its roots but global in its ambition: Adventure delivered with expertise, hospitality grounded in local knowledge, and tourism designed to create value beyond the traveller.
From the slopes of Kilimanjaro to the wildlife-rich plains of the Serengeti, from northern Tanzania’s communities to the shores of Zanzibar, Zara Tanzania Adventures has spent four decades connecting travellers from around the world with Tanzania.
Its sixth consecutive World Travel Award is another international recognition of that journey.
Yet, for Ansell and the wider Zara family, the greatest reward may not be the trophy itself.
It is what that trophy represents: 40 years of building a Tanzanian-owned tourism company capable of taking Tanzania to the world—and bringing the world to Tanzania.
“To our clients and travel partners around the world: Thank you for believing in us, travelling with us, and supporting us throughout this journey,” Ansell said.
The applause from the awards ceremony in Zanzibar may eventually fade, but Zara Tanzania Adventures is already looking towards its next chapter.
Forty years of experience. Six consecutive continental honours. One Tanzanian brand with its sights firmly set on the future of African tourism.
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Adam Ihucha is a prominent Tanzanian journalist and author recognized for his extensive coverage of tourism, wildlife conservation, and economic issues in East Africa. Based in Arusha, he serves as a senior correspondent for The Tranquility News and is a long-time contributor to eTurboNews (eTN), where he provides global insights into Tanzania's travel industry.
Throughout his career, Ihucha has written for several major publications, including The Guardian (Tanzania) and The EastAfrican. His work frequently highlights the intersection of environmental conservation and economic development, covering critical topics such as anti-poaching initiatives, national park management, and regional trade within the East African Community. His journalism is noted for its advocacy for sustainable tourism and its role in documenting the achievements of Tanzania's tourism sector.
Email contact: ihucha@tranquilitynews.com
