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17 December 2014
25 September 2015 Last updated at 11:31 BST
On the island of Zanzibar - run as a separate territory within Tanzania - tourists are drawn to its beautiful white sandy beaches.
It has even attracted visitors who, previously, would have preferred to visit the Kenyan coast.
Visitors to Zanzibar grew by 14% in 2014 but locals know they must do more than simply trade on its natural beauty.
The BBCs Roderick Macleod has been finding out more for Africa Business Report.