Former England football star Rio Ferdinand has been appointed Tanzania’s Honorary Tourism Ambassador as the government intensifies efforts to position the country as a leading global travel destination.
The appointment was announced on Wednesday by the Minister for Natural Resources and Tourism, Ashatu Kijaji, during a ceremony in Arusha following Ferdinand’s tour of key tourist attractions in northern Tanzania.
Ms Kijaji said the government, under President Samia Suluhu Hassan, has continued to leverage international public figures to market Tanzania’s tourism potential to global audiences.
She said tourism promotion initiatives, including The Royal Tour and Amazing Tanzania, have significantly boosted the country’s international profile, contributing to a sharp rise in visitor numbers and tourism earnings.
According to the minister, Tanzania received 5.9 million tourists in 2025, generating more than $4.4 billion in revenue from the sector.
“Today we have appointed our brother Rio Ferdinand as Tanzania’s honorary tourism ambassador. We believe his global influence and social media reach of more than 25 million followers will help elevate Tanzania’s visibility internationally,” she said.
Ms Kijaji also praised the Minister for Information, Culture, Arts and Sports, Paul Makonda, for spearheading efforts to attract international celebrities and visitors to experience Tanzania’s tourism attractions and sporting development.
Speaking after receiving the appointment certificate, Ferdinand described Tanzania as a remarkable destination with unique natural attractions and warm hospitality.
He singled out the Serengeti National Park as one of the highlights of his visit, saying the experience fulfilled a long-held personal dream.
“I had always dreamed of seeing a lion in the wild and that dream came true in Serengeti. Tanzania is not a place that can simply be described it is a country people must visit and experience for themselves,” he said.
Ferdinand added that the warmth and hospitality shown by Tanzanians had strengthened his admiration for Africa and promised to continue promoting the country to millions of people around the world.
“I will tell the world that Tanzania is the right place to visit. People need to come and experience the beauty of this country for themselves,” he said.
