Tanzania Aims to Attract 8 Million Tourists by 2030 Through New Attractions and the 2027 AFCON

Published on November 27, 2025

Tanzania has outlined an ambitious roadmap to elevate its tourism sector, aiming to draw 8 million visitors by 2030. At the heart of this initiative is the upcoming 2027 Africa Cup of Nations (AFCON), a high-profile event that Tanzania will host, which officials are keen to leverage as a catalyst for boosting the country’s international tourism profile.

Although Tanzania is already home to iconic attractions such as the Serengeti National Park, Mount Kilimanjaro, and Zanzibar’s idyllic beaches, the nation’s broader tourism potential remains underexplored. To meet the lofty goal of 8 million tourists in the next five years, the government is calling for a comprehensive revamp of its tourism marketing and product development strategies, with an emphasis on uncovering lesser-known destinations and creating unique, tailored experiences for a broader range of travelers.

Broadening the Tourism Product

Tanzania’s tourism sector has historically centered around a few marquee attractions, but this strategy is set to evolve. To attract 8 million tourists, the country plans to expand its offerings, providing travelers with fresh, diverse experiences that go beyond the well-trodden paths. By tapping into new niche markets such as adventure tourism, eco-tourism, cultural tourism, and community-based travel, Tanzania hopes to increase its appeal to different segments of the international market.

The government is focusing on introducing new tourism products on a yearly basis. This strategy will see the promotion of lesser-known parks, hidden historical sites, rural villages, and off-the-beaten-path destinations. Some of the potential products being explored include eco-friendly lodges near remote wildlife areas, heritage trails highlighting the country’s rich cultural history, and activities such as trekking in Tanzania’s lesser-known mountain ranges.

By diversifying its tourism portfolio, Tanzania aims to reach new audiences and attract repeat visitors who are eager to discover new parts of the country. The vision is clear: if tourists experience something new each time they visit, they will be more likely to return with friends or family.

Identifying New Destinations and Experiences

Research is central to Tanzania’s new approach. The Tanzania Tourist Board (TTB) has been tasked with conducting in-depth studies to identify untapped destinations and attractions across the country. The aim is to unearth hidden gems in both popular regions and more remote areas, allowing tourists to explore parts of Tanzania that have never been marketed internationally.

The focus is not only on uncovering natural attractions but also on showcasing Tanzania’s cultural heritage and unique local experiences. For example, tourists might be encouraged to visit the Swahili Coast to experience the historic architecture of coastal towns like Bagamoyo, or to explore the vibrant Maasai villages in the northern highlands. Similarly, travelers may be drawn to Tanzania’s lakes, such as Lake Tanganyika, which offers pristine beaches and rich biodiversity.

With a strategic focus on both product development and market research, the country can ensure that its new offerings meet international expectations while providing genuine, authentic experiences that appeal to a wide range of traveler interests.

Capitalizing on the 2027 Africa Cup of Nations

Tanzania’s hosting of the 2027 AFCON represents a game-changing moment for the country’s tourism industry. The event will bring significant numbers of visitors, including sports fans, tourists, and international media, shining a global spotlight on Tanzania. Beyond football, the event provides a chance to highlight the nation’s diverse attractions, culture, and natural beauty.

The 2027 AFCON is not just a sports event; it is an opportunity to build long-term tourism momentum. While football fans will be drawn to the tournament, Tanzania plans to use the event to showcase other aspects of the country, encouraging visitors to explore its national parks, beaches, and cultural landmarks. This is a unique moment to position Tanzania as a tourism destination, not only for those interested in sports but also for those seeking wildlife adventures, cultural immersion, and tropical relaxation.

The anticipated influx of tourists for the tournament will also bring improvements to the country’s infrastructure, including upgraded airports, transportation systems, and hotels. These enhancements will have lasting benefits for Tanzania’s tourism industry, making the country a more accessible and appealing destination long after the tournament concludes.

Targeted Marketing and Customer Segmentation

As Tanzania diversifies its tourism offerings, targeted marketing will be crucial to reaching the right audiences. The Tanzania Tourist Board has been tasked with developing detailed customer segmentation strategies to attract different types of travelers—whether they are adventure enthusiasts, eco-tourism advocates, luxury seekers, or cultural explorers.

Each tourism product will be marketed based on its appeal to specific segments. Eco-tourism campaigns will emphasize Tanzania’s rich biodiversity and conservation efforts, while adventure tourism promotions will focus on climbing Mount Kilimanjaro or exploring the Serengeti on a safari. Cultural tourism initiatives will highlight the diverse ethnic groups and historical sites that make Tanzania unique. These efforts will be supplemented by the use of digital platforms, influencer partnerships, and social media campaigns to ensure the country’s tourism products reach a global audience.

By tailoring campaigns to various traveler interests, Tanzania will create a more personalized experience for tourists, helping the country to stand out as a top destination for diverse experiences.

Looking Ahead: A Bright Future for Tanzania’s Tourism

Tanzania’s vision of attracting 8 million tourists by 2030 is bold, but with the right combination of new product development, strategic marketing, and investment in infrastructure, it is achievable. The country’s wealth of natural beauty, cultural richness, and increasing accessibility make it an ideal destination for international travelers seeking unique and unforgettable experiences.

By aligning tourism initiatives with major events like the 2027 Africa Cup of Nations, Tanzania is setting the stage for sustained growth in the sector. With a focus on diversification, sustainability, and community involvement, the country is on track to establish itself as one of Africa’s premier tourism destinations, offering visitors a wealth of experiences that go far beyond the well-known tourist spots.

As Tanzania moves forward with its tourism development plans, the next few years promise to be transformative for the industry, laying the groundwork for a future where millions of tourists visit the country to experience its beauty, culture, and hospitality.