Preparing Tanzania’s youths for opportunities beyond the pitch

DAR ES SALAAM: TANZANIA will host the 2027 Africa Cup of Nations (AFCON) and attention will naturally focus on the football, the teams, the goals and the excitement inside the stadiums.

However, the tournament’s impact will extend far beyond the pitch, creating opportunities in tourism, hospitality, catering, event management and entrepreneurship.

Major sporting events are increasingly recognised not only for the competition they provide but also for the economic opportunities and skills development they generate. For Tanzania, AFCON 2027 presents a chance to strengthen industries that support sports, while preparing young people for new career opportunities.

Recognising this potential, Sokoine University of Agriculture (SUA) is preparing its Tourism Management students to take advantage of opportunities expected during the continental tournament.

Through its College of Forestry, Wildlife and Tourism, the university is equipping students with practical skills in hospitality, catering, beverage services, traditional food preparation and event management to meet the expected demand from visitors, businesses and event organisers.

Dean of the College, Professor Agnes Sirima, said the institution is developing strategies to ensure students are ready to benefit from the increased demand for skilled professionals during AFCON 2027. She said many companies would require trained personnel capable of delivering quality services to visitors, creating opportunities for students and graduates with tourism-related skills.

The preparation reflects the growing recognition that successful sports events depend not only on athletes and facilities but also on the quality of services provided to fans, teams, officials and visitors. During AFCON 2027, thousands of visitors are expected to arrive in Tanzania, requiring accommodation, food services, transportation, entertainment and tourism experiences.

This will create opportunities for hotels, restaurants, tour operators and other businesses within the hospitality value chain. For students, the tournament offers a valuable platform to gain practical experience, develop professional networks and demonstrate their capabilities in a realworld environment.

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Professor Sirima said the college also plans to involve students specialising in event management in activities related to organising and supporting AFCON events.

She added that graduates who have established tourism businesses will have an opportunity to promote their services while showcasing Tanzania’s tourism potential to international visitors.

Beyond the immediate employment opportunities, the tournament could provide long-term benefits for Tanzania’s tourism industry. Visitors who experience the country during AFCON may return for holidays, business or cultural tourism, while also promoting Tanzania as a destination to others.

This makes the tournament an important opportunity to market the country’s attractions, including wildlife, beaches, cultural heritage and natural landscapes.

The role of universities in preparing young people for such opportunities is increasingly important. Employers today require graduates who combine academic knowledge with practical skills, creativity and the ability to respond to changing market demands.

By focusing on hands-on training, SUA is helping students develop skills that can support both employment and entrepreneurship. Tourism Management graduates from the college already work as tour guides, hospitality professionals and entrepreneurs, with some establishing their own tourism companies.

AFCON 2027 could provide them with a larger platform to expand their businesses and reach new markets. Across the world, successful sporting events have demonstrated the link between sports and economic development. While football provides the excitement that attracts audiences, the wider benefits come from the industries and people who support the event.

For Tanzania, AFCON 2027, therefore, provides an opportunity to build skills, promote tourism, encourage entrepreneurship and create pathways for young people.

As preparations continue, initiatives such as SUA’s training programme show that the country is looking beyond the 90 minutes of football. The lasting success of AFCON 2027 will depend not only on what happens on the field, but also on how effectively Tanzania converts the tournament into opportunities for its people.