Language and Tourism in Zanzibar: An Analysis of Othering, Authenticity and Power Relations in Tourists’ Encounters

The dynamics of tourism reach into various spheres of life, and offer space for powerful societal transformation, multicultural exchange, for connections and likewise for demarcations between peoples. Tourism in Southern spheres does not only influence the Global South in terms of financial resources, but also brings about change in societies, landscapes and languages. In East Africa, Zanzibar depicts one of the most impressive tourist hotspots on the Indian Ocean. It is known predominantly for its multi-layered cultural‒historic formations and is highly regarded within the global tourism industry for its World Heritage Site of Stone Town as well as its coastal landscapes. The cultural diversity of Zanzibar is closely related to its linguistic diversity, which is heavily influenced by the flow of mass tourism. Because language not only fulfils a universal role as a pragmatic means of interaction but is also one of the most decisive markers of belonging used by human beings, it is one of the main pillars that helps mould tourism. It can not only denote internationality but also indicates bonds and boundaries between individuals. Language enables tourists in Zanzibar to communicate and get along with locals no matter which part of the world they come from. At the same time language, as a primary characteristic of human culture, reveals unwritten laws and traces of global history. Since this research is engaged with the interplay of tourism and language, language use in Zanzibari tourism raises some fundamental questions such as: Which role does language play in tourism?, Are tourists concerned with local languages, and if they are what are their intentions in learning them and their means to do so?, What do linguistic competence and language choice reveal about speakers and individuals who interact?