By The Respondents Reporter
Minister for Natural Resources and Tourism, Ashatu Kijaji, has unveiled an ambitious strategy centered on major international events as Tanzania pushes to attract eight million tourists annually by 2030 and raise tourism’s contribution to the economy from 17 percent to 20 percent.
Presenting her ministry’s budget estimates in Parliament in Dodoma on Friday, Kijaji said Tanzania is positioning itself to take advantage of a rare convergence of global gatherings, sporting spectacles and entertainment events expected to place the country at the center of international attention over the next four years.
The strategy, she said, is anchored on four key opportunities: the 2027 Africa Cup of Nations (AFCON), the 74th edition of Miss World 2027, the 153rd Assembly of the Inter-Parliamentary Union (IPU), and the 2026 World Travel Awards (WTA).
“We will continue using international events and strategic opportunities to promote tourism and showcase Tanzania’s attractions to the world,” Kijaji told lawmakers.
The government expects the events to not only increase visitor arrivals but also expand investment, create jobs and strengthen Tanzania’s visibility as one of Africa’s leading tourism destinations.
Among the earliest high-profile gatherings will be the 153rd IPU Assembly, scheduled to take place in Arusha in October this year.
The conference is expected to attract more than 1,500 delegates, including 183 parliamentary speakers from across the globe, offering Tanzania another opportunity to market its tourism products to influential international audiences.
Kijaji said the World Travel Awards 2026, widely regarded as among the tourism industry’s most prestigious recognition platforms, will also be hosted in Tanzania in December next year.
The event is expected to draw more than 1,000 participants from Africa, Europe, Asia and the Americas.
The minister also highlighted Tanzania’s successful bid to host Miss World 2027, describing it as one of the world’s largest beauty pageants and a major platform for destination branding.
The competition is projected to bring nearly 20,000 visitors, including contestants from 120 countries.
But it is AFCON 2027 that the government sees as the biggest catalyst for tourism growth.
The tournament, which will be jointly hosted by East African nations under the Confederation of African Football, is expected to attract more than 1.8 million spectators to stadiums and a global television audience estimated at 1.9 billion viewers through over 185 broadcasters worldwide.
Officials estimate the tournament could generate economic gains exceeding USD 2 billion for the host region.
Beyond the scheduled events, the ministry is also preparing an aggressive international marketing campaign tied to the 2026 FIFA World Cup in the United States.
The campaign will involve partnerships with global sports broadcasters, tourism stakeholders, influencers and digital media platforms to market Tanzania’s wildlife, beaches, culture and heritage sites to millions of football fans worldwide.
The strategy reflects the government’s broader push to transform tourism into a stronger pillar of economic growth as competition for global travelers intensifies across Africa.
Tourism remains one of Tanzania’s leading foreign exchange earners, supported by globally recognized attractions including Serengeti National Park, Mount Kilimanjaro and the beaches of Zanzibar.
