Tanzania’s preparations to host the 2027 Africa Cup of Nations (AFCON) came under international scrutiny on Sunday as sports journalists and social media influencers visited a new stadium in Arusha expected to host matches during the continental tournament.
The October 4 visit formed part of a wider familiarisation tour bringing international media and digital content creators to Tanzania to assess preparations for AFCON 2027 while experiencing the country’s tourism attractions.
The delegation toured the stadium and observed ongoing preparations, with participants expressing confidence in Tanzania’s ability to host matches in the tournament.
Beyond the sporting facilities, the visit highlighted the potential for Tanzania to use AFCON 2027 to link football with tourism, particularly in Arusha, one of the country’s major tourism gateways.
Arusha is close to several major tourist destinations, including Mount Kilimanjaro, Arusha National Park and Tarangire National Park, as well as attractions around Mto wa Mbu.
The combination could allow visiting football fans to extend their stays beyond match days, creating opportunities for hotels, tour operators, restaurants, transport providers and other businesses that depend on tourism.
The international delegation includes sports and entertainment journalists and influencers from several countries, including representatives from Sporty TV in Spain, TRT in Canada and NWE Media in the United States.
Influencers from the United Kingdom and France are also taking part in the tour.
Their presence gives Tanzania an additional channel to promote its football facilities and tourism attractions to audiences outside the traditional media space.
Through their social media platforms, the visitors are sharing images, videos and other content about Tanzania, including its tourism destinations and preparations for AFCON 2027.
For Tanzania, the tournament presents an opportunity to turn increased international attention into longer-term gains for the tourism and sports sectors.
The country will co-host AFCON 2027 with Kenya and Uganda, marking a major sporting event for East Africa and placing the region under international attention.
However, the tournament will also test the host countries’ ability to provide reliable stadiums, transport, accommodation, security and other services required by teams, officials and supporters.
The Arusha visit comes as Tanzania continues preparations to ensure that venues and supporting infrastructure are ready ahead of the tournament.
With football attracting large audiences across Africa and beyond, organisers and tourism authorities are also expected to maximise the event’s potential to showcase Tanzania as a destination for both sport and leisure.
For Arusha, hosting AFCON matches could provide an opportunity to strengthen its position as a tourism and events hub while giving local businesses access to a potentially larger international market.
The impact, however, will depend on how effectively the country converts the tournament-related exposure and visitor numbers into sustained economic activity beyond the competition itself.