Tanzania has been urged to use its role as a co-host of the 2027 Africa Cup of Nations (AFCON) to showcase its rich cultural heritage, traditions and tourism attractions to an international audience.
Morogoro Regional Commissioner Adam Malima made the call on Wednesday when he opened the fourth National Culture Festival in Morogoro, which has attracted about 150,000 participants from different regions.
Mr Malima said the continental football tournament would provide an important platform for Tanzania to promote its diverse cultures and tourism destinations while welcoming visitors from Africa and beyond.
“AFCON is not only about football. It provides an opportunity to showcase our culture and unique tourism attractions while demonstrating what Tanzania has to offer,” he said.
The 2027 tournament will be jointly hosted by Tanzania, Kenya and Uganda, with Tanzania expected to stage matches in Arusha, Dar es Salaam and Zanzibar.
Mr Malima also called on Tanzanians to preserve and promote their cultural heritage, saying culture remains an important part of national identity and dignity.
Permanent Secretary in the Ministry of Information, Culture, Arts and Sports, Gerson Msigwa, said the National Culture Festival had previously been held in Dar es Salaam, Songwe and Ruvuma before coming to Morogoro this year.
He also sought to reassure the public over preparations for AFCON 2027, dismissing reports circulating that Tanzania had been dropped as one of the host countries.
Mr Msigwa said preparations were continuing in collaboration with Kenya and Uganda, urging Tanzanians to rely on official information regarding the tournament.
The opening of the festival was followed by a National Ethics Dialogue at Sokoine University of Agriculture (SUA), where participants discussed ways of strengthening good values among Tanzanians.
Speakers said ethics were essential to maintaining national unity, social cohesion and respect for human dignity.
They urged citizens to become positive role models in their communities, particularly for children and young people, while demonstrating patriotism through responsible behaviour.
The dialogue also emphasised the need for Tanzanians to respect one another, protect the country’s peace and unity, and contribute to building a society founded on integrity and mutual respect.
As Tanzania prepares to host part of AFCON 2027, participants said preserving the country’s cultural values should go hand in hand with preparations for the tournament, ensuring that visitors experience not only quality football but also the country’s distinctive identity and heritage.