How sporting tournaments can benefit Africa’s tourism and infrastructure
Tournaments such as the Confederation Africaine de Football (CAF) Africa Cup of Nations (AFCON), provide an opportunity for strategic and accelerated development for host nations and the continent at large.
With an upwards growth trajectory in recent tournaments, as well as the record-breaking Cote d’Ivoire (2023) and Morocco (2025) editions, here are just some of the benefits of sporting tournaments for countries and economies across Africa:
🌍 Infrastructure development
Hosting a tournament such as AFCON requires world-class infrastructure to enable attendees to easily navigate the country and host cities. For 2023 tournament in Cote d’Ivoire, the government invested over $1 billion, including the construction of roads, and investment in transport and hospitality. All of these were projects beneficial to the country and its citizens, and infrastructure that could be well utilised after the tournament was completed.
🌍 Digital reach and global footprint
The tournament’s global footprint continues to grow. The 2023 tournament reached nearly 2 billion viewers worldwide. The 2025 tournament was the most viewed digitally, 6.1 billion digital impressions, and 5.2 billion video views. This serves as an unprecedented spotlight to the continent, and particularly, the host countries and cities.
🌍 Commercial Appeal
CAF announced its sponsorship revenue for AFCON 2025 was a record $200 million across 23 sponsors, up from $98 million across 16 sponsors in 2023. This is a 90% increase and also showcases the commercial viability of the tournament.
🌍 SME Growth
An African Development Bank survey noted that the 2023 tournament created an estimated 50,000 jobs, particularly within SMEs and the informal sector. If the government works collaboratively with the private sector, and develops a related tourism strategy, the tournament can lead to a growth in income for SMEs, which could be sustained and capitalised on post-tournament.
🌍 Marketing and promotion of host country:
Hosting AFCON allows a nation to promote its tourism offering and shape its own narrative. This can lead to an increase in visitors both during the tournament, and if developed strategically, maintain momentum long after the tournament.
Pictured: In Rabat and Casablanca, Morocco 🇲🇦 during the 2025 Africa Cup of Nations.
These are just some of the benefits sporting tournaments can have to Africa’s tourism and infrastructure development. With a number of sporting events taking place over the coming months and years, we look forward to the opportunities and successes that this will also provide.
⭐ Join the Talking Drums premium Travel Adventures - travelling with likeminded travellers, building community and exploring Africa sustainably and with ease at https://lnkd.in/di49u-Rh
⭐ Plan your next trip, purchase one of our digital planners or book in for a consultation at https://lnkd.in/eyQ5Vx4s
⭐ Book our our VIP and Corporate service for unparalleled opportunities to maximise your in-country experience, for business or leisure: https://lnkd.in/eJAXrg7G