As Tanzania prepares to co-host the 2027 Africa Cup of Nations (AFCON), the government is broadening its tourism strategy beyond wildlife by positioning the country's historical and cultural heritage as a major attraction for the thousands of visitors expected during the continental tournament.
The Ministry of Natural Resources and Tourism says the championship presents a rare opportunity to market Tanzania's centuries-old historical sites to a global audience while accelerating conservation efforts and improving tourism infrastructure.
Speaking in Bagamoyo on June 28 after a tour of key heritage sites, the Director of the Department of Antiquities, Dr Cristowaja Ntandu, said preparations for AFCON should go beyond sports facilities and include investments that strengthen the country's cultural tourism portfolio.
"Tanzania has a rich historical heritage that deserves greater visibility. AFCON offers an opportunity to introduce these sites to visitors from across Africa and beyond while ensuring they are preserved for future generations," he said.
Bagamoyo, one of East Africa's oldest coastal towns, has been identified as a strategic destination because of its concentration of historical landmarks that reflect the region's commercial, cultural and religious history.
Among the sites visited by ministry officials were the Kaole Ruins, the Old Fort of Bagamoyo and the historic Caravan Serai, which once served as an important stop along the trade caravan route linking the interior of East Africa with the Indian Ocean coast.
Officials believe that with improved infrastructure, visitor services and stronger marketing, such sites could attract a growing share of cultural tourists, complementing Tanzania's globally recognised wildlife tourism.
The government has increasingly sought to diversify the tourism sector by promoting cultural and historical attractions alongside national parks and beaches, a strategy aimed at extending visitors' stays and increasing tourism revenue.
John Nyamuhanga, the Eastern Zone Commissioner of the Tanzania National Parks Authority (TANAPA), said heritage tourism could play a greater role in helping Tanzania achieve its ambition of receiving eight million tourists annually by 2030.
He said preserving historical sites should go hand in hand with educating communities—particularly young people about their historical significance.
"Our heritage is not only part of our identity but also an economic resource. Protecting these sites and raising public awareness about their value will strengthen tourism while preserving our history," he said.
The ministry concluded its visit with a commitment to strengthen collaboration among its institutions to improve infrastructure, conservation measures and visitor services at historical sites.
With less than two years before AFCON 2027, officials see the tournament as more than a sporting spectacle.
They view it as an opportunity to present Tanzania as a destination where football fans can also experience the country's rich history, cultural heritage and diverse tourism offerings beyond its famous wildlife parks.
