At the foot of Mt. Kilimanjaro, a remarkable story of resilience, entrepreneurship, and regional transformation has unfolded over nearly four decades. It is the story of Zainab Ansell, affectionately known as Mama Zara, whose vision and determination transformed a modest travel agency into one of East Africa’s leading locally owned tourism enterprises.
Her journey reflects more than personal success. It is a story of how women-led businesses can drive inclusive economic growth, strengthen regional integration, and create opportunities for communities across East Africa.
Zainab’s career began in 1980 at Air Tanzania, where she worked in sales and reservations during a period when women were rarely visible in commercial leadership roles within the aviation and tourism sectors. The experience exposed her to international travel markets, customer relations, and the operational side of tourism - skills that would later shape her entrepreneurial journey.
After six years in employment, she made a bold decision that would redefine her future. In 1986, she left the security of her job to establish her own travel agency in Moshi, at the foothills of Kilimanjaro. Before resigning, she asked her manager a question that reflected both uncertainty and courage: “If I don’t succeed, can I come back?” She recalls.
The odds were daunting. Tanzania’s tourism industry was heavily male-dominated, access to finance was limited, and the regulatory environment was difficult for emerging entrepreneurs. For nearly a year, she worked without income while pursuing international accreditation required to issue airline tickets.
When the International Air Transport Association finally granted her company accreditation, it marked a turning point in her life. “When IATA finally came back and gave me my license, that was the best day of my life.” She says.
Jobs, Value Chains, and Women’s Livelihoods
Founded in 1987, the Zara Tanzania Adventures Group has since evolved into a diversified tourism and hospitality enterprise that includes Zara Tanzania Adventures, Zara Tanzania Investment Ltd, which manages hotels and eco-lodges, and Zara Tanzania Charity, its social impact arm.
What began as a small ticketing agency has grown into a vertically integrated tourism business offering mountain trekking, safaris, accommodation, and community tourism experiences across northern Tanzania. Today, the company serves between 6,000 and 8,500 international and regional tourists annually, operates around 100 safari vehicles, and supports more than 1,200 livelihoods directly and indirectly.
The company employs approximately 260 permanent staff and over 750 seasonal workers, many of them women and young people. Women make up nearly half of the workforce, while youth account for more than a third - a deliberate strategy aimed at expanding economic inclusion in the tourism sector.
The company impacts extend far beyond direct employment. Its operations support broad local value chains involving farmers, food suppliers, transport providers, artisans, tour guides, cultural performers, and conservation partners throughout Kilimanjaro, Serengeti, Ngorongoro, Karatu, and surrounding communities. Through its integrated “one-stop-shop” approach, Zara ensures that tourism revenues remain within local economies and benefit communities directly.
“When clients come, we take care of them from the airport to the mountain and the safari,” Zainab explains.
One of her most transformative contributions has been improving the welfare of Kilimanjaro porters, locally known as wagumu. Historically, many porters worked under informal arrangements with little protection or financial security. Zara introduced structured contracts, insurance coverage, fair wages, and financial literacy training, helping professionalise porter services and improve labour standards within mountain tourism.
“What makes me proud is to support and give back to the community,” she says. Through Zara Tanzania Charity, the company has also invested in schools, supported vulnerable children through the Moshi Kids Centre, and funded community development initiatives in Ngorongoro.
Looking ahead, Zainab is championing the establishment of a vocational training centre for women to equip mothers and young women with practical skills in hospitality, catering, guiding, and entrepreneurship. Her philosophy remains deeply rooted in empowerment through knowledge transfer.
Beyond Tanzania, Zainab’s influence has increasingly become regional. Her work aligns closely with the integration agenda of the East African Community, particularly efforts to promote the free movement of services, people, and capital under the Common Market Protocol.
Advancing Women in Trade through EAC Integration and Leadership
Through partnerships with women entrepreneurs and tourism operators in Kenya, Uganda, and Rwanda, Zara Tours contributes to cross-border tourism circuits, regional marketing initiatives, and stronger East African tourism value chains - demonstrating how regional integration can move beyond policy commitments into tangible economic cooperation.
Her recognition as an East African Woman in Trade Champion under the LIFTED, a project jointly co-financed by the German Federal Ministry for Economic Cooperation and Development (BMZ) and the European Union (EU), has strengthen her urge to advocate for stronger collaboration among women entrepreneurs across the region. Her message to aspiring women entrepreneurs is equally powerful: “Every woman can do it. Even if it’s a brick wall, you can go through it.”
Climate-Smart Tourism and a Forward-Looking Regional Vision
Sustainability and climate responsibility are now central to her long-term vision. The Zara Group has invested in eco-lodges, solar energy systems, responsible waste management, and locally sourced supply chains designed to reduce environmental impact while maximising benefits for host communities.
Her future plans include expanding lodge facilities in Tarangire and Karatu, strengthening conservation partnerships, and scaling up vocational training opportunities for women across the region. For Zainab, the future of African tourism lies in regional collaboration and locally driven growth.
“Africa is booming. Everybody wants to come to Africa. We just need to work harder together to cover the East Africa market.” she observes
Through her leadership, investments, and advocacy, Zainab Ansell is helping shape a tourism industry that is not only profitable, but inclusive, sustainable, and deeply rooted in community transformation, proving that African women entrepreneurs are not merely participating in trade and tourism, but leading its future.