As East Africa prepares to host the 2027 Africa Cup of Nations (AFCON), Tanzania is developing an ambitious strategy to ensure the tournament delivers benefits far beyond football, according to a report by Tanzania’s Daily News.
The tournament, scheduled from June 19 to July 17, 2027, will be jointly hosted by Uganda, Kenya and Tanzania, and is expected to attract hundreds of thousands of visitors to the region. Tanzanian authorities see the competition as a major opportunity to boost tourism, attract investment and create long-term economic benefits.
Leading the initiative is the Tanzania National Parks Authority (TANAPA), which is redesigning tourism experiences around host cities with the aim of converting football supporters into safari tourists.
TANAPA Conservation Commissioner CPA (T) Mussa Nasoro Kuji said preparations are already underway to accommodate the anticipated increase in international visitors.
“Our teams are enhancing visitor services, establishing official watch zones and managing visitor capacity to accommodate the expected increase in international sports tourism,” Kuji told Daily News.
The strategy centres heavily on Lake Manyara National Park, located about 126 kilometres southwest of Arusha, one of Tanzania’s AFCON host cities. Park officials believe its proximity to Arusha makes it an attractive destination for supporters seeking activities beyond match days.
To appeal to younger and more adventurous travellers, TANAPA is investing in new attractions that go beyond traditional wildlife viewing. Assistant Conservation Commissioner and Lake Manyara National Park Commanding Officer Dr Yustina Kiwango revealed that five new adventure tourism products are nearing completion.
These include a zip line, giant swing, canoeing activities, an elevated canopy walk and hiking trails along the Great Rift Valley escarpment.
“We have developed these adventure activities specifically for tourists with a sporting mindset who will be attending AFCON matches,” Dr Kiwango said.
The new attractions will complement existing tourism offerings such as game drives, night safaris, birdwatching, guided shore walks and walking tours through the Marang’ Forest.
Lake Manyara is already internationally recognised for its rare tree-climbing lions, large elephant herds and more than 400 bird species. The park also hosts four of Africa’s famed “Big Five” animals, including lions, elephants, leopards and buffaloes.
Officials believe these unique wildlife experiences, combined with the new adventure activities, will help increase visitor spending and encourage tourists to extend their stays in Tanzania after attending football matches.
Beyond tourism, TANAPA is also using AFCON preparations to attract investors. Authorities are promoting opportunities for high-end accommodation developments within the Marang’ Forest area and are exploring the possibility of introducing a golf course integrated into the natural environment.
The broader objective is to use AFCON as a platform to showcase Tanzania’s tourism industry to a global audience while generating lasting economic returns.
Tourism experts have often noted that major sporting events produce their greatest benefits when they lead to repeat visits, private investment and stronger international branding. Tanzanian officials believe AFCON 2027 can help achieve all three.
For TANAPA, the mission is clear: ensure football fans who arrive in East Africa for AFCON leave with enough reasons to return as tourists long after the tournament has ended.
