East Africa in Focus: The Region’s Rising Star in Film Tourism
East Africa is positioning itself as a key destination for filmmakers and tourists, leveraging its diverse landscapes, burgeoning creative industries, and growing reputation as a hub for global cinema. As reported by Southern and East African Tourism Update in September 2024, the region is increasingly using its cinematic appeal to drive economic growth and attract international attention.
Zanzibar’s Cinematic Vision
Zanzibar’s Fumba Peninsula has been selected as the location for a new international film studio, led by actor and producer Idris Elba. Situated near the Menai Bay Conservation Area, the peninsula provides logistical advantages, including proximity to Zanzibar City and Stone Town, a UNESCO World Heritage Site known for its Swahili architecture and cultural significance.
The Tanzanian government has allocated 80 hectares for the project, which aims to establish a modern studio capable of hosting international productions while supporting local filmmakers to tell their stories. Speaking to the BBC, Idris Elba described his vision for the project: “Africa has the talent, stories, and landscapes that the world needs to see. My goal is to help bring those to the forefront, not just for Africans, but for the global audience.”
Zanzibar’s Minister for Investment, Shariff Ali Shariff, has hailed the initiative as transformative, emphasising its potential to generate jobs and bring international recognition to Zanzibar as a creative destination. According to a report by News24, the studio is part of broader efforts to develop what some are calling “Zollywood,” a regional film industry comparable to Nollywood in Nigeria.
The Power of Film Tourism
Film tourism is a proven driver of economic growth, drawing visitors to locations showcased in popular productions. In Kenya, the release of Out of Africa (1985, United States) brought global attention to the Maasai Mara, leading to a tourism boom that continues to benefit the region. Today, Angama Mara lodge, located at the film’s original shooting location, continues to attract tourists eager to relive the cinematic magic.
Kenya has also been the backdrop for other notable productions:
- The Constant Gardener (2005): Shot in Nairobi and Kibera, this thriller offers a vivid portrayal of Kenya’s urban and rural environments.
- To Walk with Lions (1999): A biographical film about the life of conservationist George Adamson, shot in Kora National Park and other wildlife reserves.
- Big Cat Diary (1996–2008): This long-running BBC series, filmed in the Maasai Mara, brought international focus to Kenya’s wildlife conservation efforts.
These productions have played a significant role in introducing Kenya’s diverse landscapes to global audiences, further boosting the country’s tourism appeal.
Insights from Forbes Africa
According to a report by Forbes Africa, East Africa’s film industry is experiencing rapid growth, driven by a combination of rising revenue and increasing international interest. Kenya’s entertainment sector alone recorded a 9.8% revenue increase in 2022, surpassing $2 billion.
Filmmaker Amil Shivji, from Tanzania, praised the opportunity to redefine what an industry can look like, stating, “The exciting thing about not having the formal structures of an industry is that we get to pave our own path and redefine what an industry can look like.” Kenyan actor Sarah Hassan, reflecting on her own career, added, “The film space in Kenya has really grown… We still have a long way to go, but we are moving in the right direction.”
Additionally, the report highlighted the increasing representation of women in the film industry, with participation rising by 30% in countries such as Kenya and Rwanda. This progress is enabling more diverse narratives to emerge and further strengthening the industry’s collaborative potential.
Regional Collaboration and Initiatives
Cross-regional collaboration is proving vital to East Africa’s growth as a film destination. The East African Community (EAC) has been instrumental in harmonising policies and encouraging joint marketing efforts among member states.
The EAC’s annual Regional Tourism Expo provides a platform for tourism boards and filmmakers to connect. In November 2023, the expo was hosted in Nairobi under the theme “Tourism for Green Growth,” emphasising sustainability and innovation in the region’s tourism offerings. The event facilitated partnerships between filmmakers and tourism stakeholders, showcasing East Africa’s potential as a premier destination for international productions.
Looking Ahead
A New Hub for Global Productions
The development of the Zanzibar film studio reflects East Africa’s growing ambition to become a global hub for filmmaking. With plans to streamline permitting processes, introduce tax incentives, and provide a more film-friendly environment, Tanzania is positioning itself as a destination for high-quality productions. Additionally, training programmes are being introduced to develop local talent, ensuring the region is equipped to support major film projects.
Unlocking Africa’s Creative Economy
A UNESCO report estimates that Africa’s film and audiovisual industries could generate 20 million jobs and contribute $20 billion annually to GDP. East Africa is playing a key role in this transformation, with projects like the Zanzibar studio and regional collaborations leading the charge. The ongoing investment in human capital and creative industries is setting the stage for sustainable growth in the continent’s film economy.
Financial Support for Filmmakers
Further support for African storytelling is being provided through the African Export-Import Bank (Afreximbank), which has committed $1 billion to the African Film Fund. As reported by African Leadership Magazine, this fund aims to co-finance major projects with international studios and provide essential resources for local filmmakers.
Building a Skilled Workforce
One of the most critical components of East Africa’s filmmaking future is its people. Training programmes are being established across the region to equip local talent with the skills necessary to compete in a global industry. Partnerships with international studios and film schools are helping to nurture the next generation of African filmmakers, editors, and technicians. For example, Kenya has introduced workshops in collaboration with global institutions, focusing on scriptwriting, cinematography, and post-production. These initiatives are designed to ensure that East Africa not only hosts international productions but also develops the expertise to create its own content.
A Promising Future for East Africa’s Film and Tourism Industries
While South Africa has long been regarded as the leader in African filmmaking, with established facilities like Cape Town Film Studios, East Africa is now making its own mark on the global film landscape. The rise of new studios, like the one planned in Zanzibar, along with increased international collaboration, is driving the region’s film industry forward. The development of these hubs, coupled with a growing emphasis on skill-building and financial support, signals a bright future for East Africa’s creative industries. This progress not only highlights East Africa’s potential as a major player in the global film industry but also demonstrates the region’s capacity to boost film tourism, providing unique, authentic experiences for international visitors. By showcasing its landscapes, stories, and talent, East Africa is paving the way for sustainable economic growth and cultural exchange in both film and tourism.
