The Ngorongoro Conservation Area Authority (NCAA) is partnering with the Tanzania Broadcasting Corporation (TBC) to use sports broadcasting to promote tourism attractions as Tanzania prepares to co-host the 2027 Africa Cup of Nations (AFCON).
The partnership seeks to link football coverage with tourism promotion, using the continental tournament as an opportunity to showcase Tanzania's attractions to audiences across Africa and beyond.
Speaking at the opening of specialised training for TBC radio football commentators at the NCAA conference hall in Karatu, TBC Director General Asha Dachi said the programme was designed to strengthen broadcasters' professional skills and broaden their understanding of the relationship between sports and tourism.
She said the media had an important role in informing the public about the country's tourism potential, adding that sports coverage could provide an effective platform for promoting destinations beyond traditional tourism channels.
As part of the training, participants will visit Ngorongoro and the Ngorongoro-Lengai UNESCO Global Geopark Museum to familiarise themselves with the area's attractions and identify opportunities to incorporate tourism content into their sports programmes ahead of AFCON 2027.
Tanzania will be among the countries hosting the tournament, which is expected to attract international attention and provide an opportunity to promote the country's tourism industry.
Ngorongoro Assistant Senior Commissioner for Tourism Services and Marketing Mariam Chuma Kobelo said the authority would continue working with TBC to increase awareness of the area's attractions, tourism infrastructure and services.
She said the collaboration would also help promote investment opportunities in Ngorongoro and position the conservation area as a destination for visitors attending international events hosted in Tanzania.
The partnership is expected to broaden the use of sports media in tourism marketing, particularly as the country prepares to benefit from the international exposure associated with AFCON 2027.