Turn advice into action, make every goal count

DAR ES SALAAM: WHEN football legends speak about the game’s wider potential, their words often offer lessons beyond the touchline. Former Chelsea and Ivory Coast striker Didier Drogba has delivered a timely message as Tanzania prepares to co-host the 2027 Africa Cup of Nations (AFCON): The tournament must deliver for the country economically.

Drogba wants Tanzania to use the continental showpiece to promote its tourism attractions, cultural heritage, cuisine and hospitality to Africa and the world. His advice deserves serious consideration because, while football will draw thousands of visitors, their experiences beyond the stadiums will shape their lasting impressions of the country.

He made the remarks during a meeting with the Minister for Information, Culture, Arts and Sports, Paul Makonda, after visiting Benjamin Mkapa Stadium in Dar es Salaam, one of the venues expected to host matches.

“It’s not just about football, because only one team will win the cup. But what about the other teams?” Drogba asked. His question captures a fundamental principle of tournament hosting. Although only one nation will lift the trophy, every participating team, supporter, official, journalist and tourist should leave with positive memories of Tanzania.

Turning football fans into tourists Tanzania boasts worldrenowned attractions, from Mount Kilimanjaro and the Serengeti to Zanzibar’s beaches and diverse cultural heritage. AFCON offers an opportunity to connect these attractions with the excitement of African football.

Visitors should be encouraged to explore beyond match venues through organised excursions, cultural performances, food festivals and accessible information about destinations.

Packages combining match tickets, accommodation, local tours and cultural experiences could encourage longer stays and greater spending. Such opportunities will not materialise automatically.

Government institutions, tourism operators, airlines, hotels, transport providers and football authorities must coordinate their efforts to make travel convenient, safe and affordable.

Putting Tanzanian cuisine on the map Drogba also suggested that stadium lounges and hospitality facilities should give visitors opportunities to sample local cuisine while socialising and conducting business.

This is a practical idea. Dishes such as pilau, biryani, mishkaki and chipsi mayai, alongside freshly prepared seafood, offer visitors a taste of Tanzania’s culinary diversity.

Stadium hospitality should therefore go beyond international snacks and fast food. Properly managed spaces could accommodate local caterers, food vendors and hospitality businesses, creating opportunities for young entrepreneurs, women-led enterprises and local producers.

However, quality must remain paramount. Food safety, hygiene, fair pricing and reliable service are essential. Promoting local cuisine will mean little if visitors encounter inflated prices or poor standards.

Unlocking business opportunities As Drogba observed, “It’s not just football. Football attracts business. Football attracts tourism.” AFCON must stimulate demand for accommodation, transport, communications, entertainment, merchandising and event management.

Local enterprises must be given a fair chance to benefit through transparent procurement processes, timely information and accessible business opportunities.

Equally important is ensuring that investments in stadiums, transport systems, public spaces and digital services continue benefiting communities after the competition.

Infrastructure should serve a long-term development agenda, not merely meet temporary tournament demands. Hospitality will define Tanzania’s reputation A successful tournament depends on more than excellent pitches and efficient match organisation.

ALSO READ: AFCON 2027: East Africa is hosting, not applying for permission

Visitors also remember their experiences at airports, immigration offices, hotels, transport terminals and public spaces. Frontline workers should receive appropriate training, transport arrangements must be reliable, and visitor information should be readily available.

Traditional music, dance, art and fashion can also give the tournament a distinctive Tanzanian identity, provided local communities participate and their cultural expressions are respected. Tanzania should learn from previous hosts without simply copying them.

Its hospitality and cultural character should be central to the experience. Turning advice into action Makonda welcomed Drogba’s involvement, while the former striker expressed readiness to work with Tanzania. His international experience could support promotion, fan engagement and the sharing of lessons from previous tournaments.

However, goodwill must translate into measurable action. Relevant institutions should establish clear priorities, assign responsibilities and monitor visitor satisfaction, tourism spending, opportunities created for local businesses and the lasting value of tournament investments.

Coordination between sports administrators, tourism authorities, local governments, private businesses and cultural organisations will be essential.

Ultimately, AFCON 2027 presents Tanzania with an opportunity to strengthen its reputation as a destination for sport, tourism and investment. The challenge is to ensure visitors leave with more than memories of ninety minutes on the pitch.

They should also remember a welcoming country, discover its cuisine and attractions, and build lasting connections with its people.

The trophy will belong to one team, but the wider success of AFCON 2027 should belong to Tanzania and its people. The final whistle will end the tournament. What Tanzania builds around it must last much longer.