TZ first victory already recorded at Saba Saba

DAR ES SALAAM: WHEN the first whistle blows for the 2027 Africa Cup of Nations (AFCON), millions of football fans across Africa and beyond will be watching the action unfold inside stadiums.

But for Tanzania, the tournament’s success will not be measured solely by goals scored, trophies lifted or points accumulated. The country’s biggest victory could well be determined outside the stadium gates.

As preparations gather momentum for East Africa’s historic hosting of AFCON 2027, the Ministry of Natural Resources and Tourism is already demonstrating that football and tourism can become powerful teammates in promoting Tanzania to the world.

The 50th Dar es Salaam International Trade Fair (DITF), popularly known as Saba Saba, has become more than a commercial exhibition; it is now serving as a rehearsal for welcoming thousands of international football supporters expected next year.

Rather than waiting until tournament time, authorities are using Saba Saba visitors as a practical test audience. Their experiences are helping government institutions evaluate how tourists will move, what attractions they will visit, how services are delivered, and how Tanzania can create memorable experiences beyond the football pitch.

One of the strongest messages emerging from the exhibition is that AFCON should not be viewed simply as a sporting event. It is an economic opportunity capable of transforming tourism, conservation, hospitality and local businesses.

Visitors attending Saba Saba are being introduced to two of Dar es Salaam’s hidden natural treasures, the Pande Game Reserve and the Pugu Kazimzumbwi Forest Nature Reserve. Located within easy reach of the city, both attractions demonstrate that visitors attending football matches need not spend all their time in hotels or stadiums.

Instead, they can experience Tanzania’s rich biodiversity, wildlife, forests and natural landscapes before or after supporting their national teams.

This approach mirrors the strategy adopted by successful sporting nations that have used major international tournaments to market themselves as long-term tourism destinations. While fans may initially arrive for football, many return later with families and friends after discovering attractions they had never previously considered.

The Chief Executive Officer of the Tanzania Forest Fund (TaFF), Dr Tuli Msuya, believes the preparations are moving in the right direction.

Following his inspection of exhibition booths within the Ministry of Natural Resources and Tourism pavilion at Saba Saba, Dr Tuli praised both the Tanzania Wildlife Management Authority (TAWA) for its work at Pande Game Reserve and the Tanzania Forest Services Agency (TFS) for improving visitor experiences at the Pugu Kazimzumbwi Forest Nature Reserve.

His assessment extends beyond conservation. It reflects confidence that Tanzania’s institutions are building the capacity required to host an influx of international visitors during one of Africa’s biggest sporting spectacles.

Equally significant is the country’s broader tourism ambition. The government has set a target of attracting eight million tourists annually by 2030, and AFCON 2027 is expected to become one of the strongest catalysts toward achieving that goal. Every football supporter who extends a stay by even two or three days contributes to hotel occupancy, restaurant business, transport services, cultural tourism and local employment.

The economic impact of sports tourism is increasingly becoming as important as the competition itself.

Across the world, major sporting events have shown that visitors often spend far more outside stadiums than inside them. Accommodation, entertainment, shopping, wildlife safaris and cultural experiences collectively generate lasting economic benefits long after the final match has been played.

For Tanzania, this presents an opportunity to showcase far more than football. The country’s globally renowned national parks already attract millions of visitors, but AFCON offers the chance to promote urban tourism destinations that many international travellers know little about.

Dar es Salaam can become more than a gateway to safaris or Zanzibar; it can emerge as a destination offering accessible wildlife, forest recreation, cultural heritage and modern hospitality within the city itself.

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As anticipation builds for AFCON 2027, Tanzania’s preparations illustrate an important lesson for modern sport.

Hosting a successful tournament requires much more than constructing stadiums or preparing national teams. It demands efficient transport, quality accommodation, welcoming communities, attractive tourism products and institutions capable of delivering world-class visitor experiences.

Football may attract the crowds, but tourism determines how long visitors stay and whether they return.

If Tanzania successfully combines sporting excellence with exceptional hospitality, AFCON 2027 could become remembered not only as a memorable football tournament but also as the event that accelerated the country’s emergence as one of Africa’s leading tourism destinations.

In that sense, the first victory for Tanzania may already have been recorded, not on the football field, but at Saba Saba.