Tanzania is using the ongoing Africa Cup of Nations (AFCON) 2025 finals as a strategic learning opportunity, studying how host nations can leverage major sporting events to boost tourism, attract investment and enhance global visibility ahead of its joint hosting of AFCON 2027.
A government delegation has been in Morocco to observe how the North African country integrates sports, tourism promotion and infrastructure development to maximise economic and branding gains from continental tournaments.
Speaking in Rabat, Deputy Minister for Natural Resources and Tourism Hamad Hassan Chande said Tanzania is closely examining Morocco’s approach to destination marketing, stakeholder coordination and investment-friendly infrastructure, with a view to adapting best practices to local conditions.
He noted that Tanzania’s own flagship initiatives, including the internationally acclaimed Royal Tour, have already strengthened investor confidence by showcasing the country’s diverse natural attractions and rich cultural heritage to a global audience.
“Major sporting events such as AFCON provide a powerful platform for countries to market themselves to the world,” Mr Chande said. “They allow host nations to demonstrate organisational capacity, hospitality standards and investment potential, while promoting tourism assets beyond the tournament itself.”
He added that Morocco’s sustained investment in modern, efficient and visually appealing infrastructure offers valuable lessons for Tanzania as it prepares to host one of Africa’s largest sporting spectacles.
The government, he said, remains committed to positioning Tanzania as a competitive destination for both tourists and investors, with a long-term target of attracting eight million visitors annually by 2030.
