Why Makonda’s sports diplomacy matters

DAR ES SALAAM: THE government is ramping up its sports diplomacy ahead of the 2027 Africa Cup of Nations, leveraging high-profile global football ties to attract foreign investment and tourists in a playbook reminiscent of regional marketing strategies.

Minister for Information, Culture, Arts and Sports Paul Makonda said in Dar es Salaam yesterday that preparations for co-hosting the continent’s premier tournament alongside Kenya and Uganda must extend beyond stadiums to drive growth in hospitality, transport and retail.

“The three AFCON 2027 host countries have also identified tourism, investment, trade and regional economic growth as areas that can benefit from the tournament,” Makonda said.

He outlined a government roadmap to ensure that co-hosting the continent’s marquee tournament alongside Kenya and Uganda translates into long-term economic dividends across tourism, transport, hospitality and retail sectors.

The strategy relies heavily on international networking. During a recent visit to Spain, Makonda met with FC Barcelona President, Joan Laporta and players, including teenage star Lamine Yamal, at the club’s headquarters and nvited the squad to visit Tanzania.

The outreach follows similar engagements with football icons such as former England defender Rio Ferdinand and former Ivory Coast captain Didier Drogba.

Ferdinand toured Tanzania earlier this year, riding the Standard Gauge Railway train from Dar es Salaam to Dodoma while spotlighting the country’s modern transport infrastructure to his global audience.

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The minister said however that the international attention generated by such engagements should be matched by responsible communication.

He urged journalists, digital media practitioners and content creators to uphold professional ethics, patriotism and factual verification rather than producing content mainly to attract followers or generate engagement.

Makonda cautioned against the growing industry trend of churning out unverified or sensationalised content designed purely to rack up followers and clicks on social media.

“Do not write stories that damage your country or push content simply to get more followers or higher engagement. You should ensure that the information we provide has been properly researched,” Makonda said.

He stressed that public interest must remain central, urging reporters and digital creators to seek official clarification rather than relying on assumptions or incomplete claims.

Touching on national image, Makonda urged responsible reporting when hosting foreign visitors and international delegations, noting that domestic challenges should not automatically overshadow broader national potential.

The Minister also pointed to the upcoming 2027 Africa Cup of Nations (AFCON) as a major strategic platform, urging the media and digital platforms to use the tournament to promote Tanzania’s tourism, trade and investment opportunities to international visitors.

On public broadcasting, Makonda noted that the Tanzania Broadcasting Corporation (TBC) is upgrading its programming including expanding its English language content to broaden its global footprint and station journalists abroad to take national stories to international audiences.