By Business Insider Reporter
As Tanzania prepares to co-host the Africa Cup of Nations (AFCON) 2027, the country is increasingly positioning football as a powerful driver of tourism growth, international visibility and long-term investment.
With just a year to the tournament, government officials and sports administrators are drawing lessons from Morocco, one of Africa’s most successful examples of leveraging major sporting events to transform national branding and tourism performance.
AFCON 2027, to be hosted jointly by Tanzania, Kenya and Uganda, represents the biggest sporting event Tanzania has ever staged. Beyond football, it is widely viewed as a once-in-a-generation opportunity to showcase the country’s economic potential, cultural heritage and world-renowned tourism assets to a global audience.
Learning from Morocco’s sports-tourism model
Morocco’s experience offers a compelling blueprint. Over the past decade, the North African nation has deliberately used football tournaments and international competitions to elevate its global profile.
Hosting events such as the African Nations Championship (CHAN), AFCON matches and World Cup qualifiers helped Morocco project an image of modern infrastructure, efficient organisation and vibrant culture.
Crucially, Morocco paired sport with heavy investment in supporting infrastructure. Stadium upgrades were matched by improvements in airports, roads, rail networks and hospitality facilities. Hotels expanded capacity, airlines increased routes, and tourism marketing was closely aligned with major sporting calendars. The result was a sustained rise in international arrivals and growing investor confidence in sectors ranging from hospitality to real estate and logistics.
Tanzanian officials visiting Morocco have been keen to understand how these elements were coordinated – and how sporting events were turned into long-term economic assets rather than one-off spectacles.
AFCON 2027 as a national showcase
For Tanzania, AFCON 2027 is more than a football tournament; it is a strategic national project. Matches hosted in Dar es Salaam and other selected cities will bring thousands of fans, teams, officials, media houses and sponsors from across Africa and beyond.
Each visitor represents an opportunity to experience Tanzania not only as a football destination, but as a tourism and investment hub.
Tanzania already boasts some of Africa’s most iconic attractions, including the Serengeti National Park, Mount Kilimanjaro, Ngorongoro Crater and the Zanzibar Archipelago. However, officials acknowledge that the country has not always maximised the economic value of its tourism potential. AFCON offers a global stage to reposition Tanzania as a destination that combines elite sport with wildlife, beaches, culture and history.
Infrastructure and readiness
Preparations for AFCON 2027 have accelerated investment in sports and urban infrastructure. Stadiums are being upgraded to meet Confederation of African Football (CAF) standards, while parallel investments are being directed towards roads, airports, hotels and urban services.
The hospitality sector is already responding. New hotels and serviced apartments are under development, particularly in Dar es Salaam, while existing facilities are undergoing renovations to meet international expectations. Training programmes are also being expanded to equip local workers with skills in hospitality, event management and tourism services.
Beyond physical infrastructure, Tanzania is strengthening its digital and marketing capabilities. Tourism authorities are rolling out targeted international campaigns that link AFCON excitement with travel experiences, promoting packages that combine match attendance with safaris, beach holidays and cultural tours.
Investment opportunities beyond football
Major sporting events often act as magnets for investors, and Tanzania hopes AFCON 2027 will do the same. Infrastructure projects, hotel developments, transport services, entertainment, media and merchandising are all sectors expected to benefit.
The government is keen to demonstrate that Tanzania can successfully host large-scale international events – a key signal for foreign investors assessing risk, governance and operational capacity.
A smooth AFCON tournament would strengthen confidence in Tanzania as a destination for long-term investment, particularly in tourism, logistics and urban development.
A long-term vision for sports tourism
The ultimate lesson from Morocco is that the real value of sports tourism lies in what happens after the final whistle. Tanzania is increasingly focused on ensuring AFCON 2027 leaves a lasting legacy: modern infrastructure, skilled workers, stronger institutions and a more competitive tourism industry.
If successfully executed, AFCON 2027 could mark a turning point, positioning Tanzania as a regional hub for sports, tourism and international events. For football fans, it promises unforgettable matches. For Tanzania’s economy, it offers something even bigger – a platform to convert sporting passion into sustainable growth, jobs and global recognition.
