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ATA 33rd Congress
Leon Sullivan Summit
Ngorongoro Crater
Karibu Fair
News Briefs
Photos 1-10
Sports Tourism
Perfectly Pemba

National Parks
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Ruaha NP
Selous NP
Tanapa Website

About Tanzania
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Explorer's Club
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Imax Part 2
Minister's USA Tour
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Zamani Zanzibar Kempinski Hotel.
Tanzania Tour Operators
Zanzibar Tour Operators

Tanzania USA Activities
President at NYC Event
Tanzania Investment Forum
UN World Urban Forum

East African All Suite Hotel, Arusha

By Apolinari Tairo Oct.07, 2013

Looking to attract more Britons and other European tourists, Tanzania has gone into partnership with Sunderland AFC in tourism promotion campaign.

During the recent Barclays Premier League in London, Sunderland AFC players wore special t-shirts Tanzania’s tourist images and catchwords ahead of the clash with Liverpool.

Sunderland AFC players took to the field in the pre-game warm up sporting shirts emblazoned with the “Visit Tanzania” logo as part of the ground breaking campaign.

The team has already developed close links with Tanzania, through providing technical and practical support to the development of the football academy project, the first of its kind in the country. 

The project will see thousands of youngsters benefit from a joined up approach combining football, education and community engagement, harnessing the knowledge and expertise of Sunderland AFC and its own successful Academy.

Sunderland AFC Chief Executive, Margaret Byrne, said, “We are delighted to further strengthen our links with Tanzania with this exciting new partnership.”

“We are very much looking forward to working with the people of Tanzania to promote their beautiful country to a wider audience and to also support the development of its football infrastructure,” Byrne added.

Managing Director of the Tanzanian Tourism Board, Dr. Aloyce Nzuki, said Tanzania his Board was pleased to be working in partnership with Sunderland AFC, a club with a growing reputation in the African continent.

“We recognize the power of the Barclays Premier League in terms of global reach and aim to utilize this passion to showcase Tanzania and what we have to offer,” Dr. Nzuki said.

“Our largest proportion of visitors are generated from the UK and we look forward to working with Sunderland AFC to grow this over the coming years," he noted.

Tanzania has become the official destination partner of Sunderland AFC.

Tourism is a key factor in the upward growth of the Tanzanian economy and the partnership aims to use the global reach of the Barclays Premier League to promote the country as a tourist destination, Dr. Nzuki said.

Premier League football is watched in over 200 countries, with accumulative audience of a phenomenal 4.7 billion, making it the most watched sporting league in the world.

Tanzania enjoys some of the world’s most beautiful landscapes including three of Africa’s natural wonders, Mount Kilimanjaro, the Serengeti National Park and the Ngorongoro Crater of which officials are hoping to attract the Premier League fans.

This partnership will provide an unrivalled opportunity for us to showcase Tanzania to the world, he noted.

Sunderland AFC has established itself as one of the most recognized English clubs across Africa in recent seasons.

The team has been linked up with Invest in Africa in January 2012, affording a springboard to the ground-breaking not-for-profit initiative to promote Africa as a leading investment destination and actively challenge misconceptions about investing in the continent.


Focus on Sports Tourism with 2010 Soccer World Cup in Africa

(February 11, 2008)   The completion of an ultra-modern, 60,000 capacity sports stadium in Dar es Salaam, Tanzania, part of a new national sports complex, is expected to usher in an exciting and successful new era of  sports tourism in Tanzania. The $56 million dollar stadium was funded largely by the government of China.  Other facilities in the new national sports complex include the Main Stadium, Warming-up Ground, In-door Stadium, Sports Theater, Olympic Standard Swimming Pool, Sports Village/College and Training Grounds.

Begun two years ago, the stadium is the most spectacular in the region, built to the highest FIFA and Olympic specifications. The latest advanced technology was used in its construction by the Beijing Construction Engineering Group Company. Comfort for spectators and optimal conditions for players were paramount in the stadium's design and construction. 

Timing of the Dar Es Salaam Stadium was predicated to coincide with the 2010 World Cup Tournament to be hosted by the Republic of South Africa. This selection represents the first time that the prized games will be played in Africa. Huge audiences throughout the world follow the World Cup, with sports tourism positively impacting not just the host country but the region. There are daily direct flights from South Africa to Tanzania for those who want to do pre or post game safaris to Tanzania. 

"Dar Es Salaam, the commercial capital of East Africa, is an ideal place for this magnificent facility," comments Hon. Prof. Jumanne Maghembe, Minister of Natural Resources and Tourism. "The city has efficient transport systems and excellent accommodations and dining options.  It will provide us with an excellent opportunity to host world sporting events in the future.  It will also help our own Tanzanian teams, providing them with a competitive edge in world sports."

Peter Mwenguo, Managing Director of the Tanzania Tourism Board (TTB), predicts that the opportunities for sports tourism in Tanzania -- a safe, friendly and democratic republic -- can be monumental. "This year, tourism based on our famed tourist sites such as Mt. Kilimanjaro, the Serengeti, the Ngorongoro Crater, the Selous and the Spice Islands of Zanzibar, is expected to yield about $1 billion dollars to our economy &endash; an increase e of $862 million from last year.  With the new sports complex, we expect sports tourism to add significantly to this number in the years to come."

The stadium's outstanding features include the roof that extends inward covering uppermost seats. It offers good views without obstructions for fans and it helps to capture the roar of the crowd, heightening the drama and atmosphere in the stands.

There are 114 CCTV cameras fitted around the stadium, a lavish VIP lounge, 600 car parking spaces, public address system, an electronic scoreboard and five main gates.

Seats are numbered with each having enough legroom and there are separate zones for VIPs and members of the press. There are escalators in the VIP lounge to access the highest tiers.

Recently, the concept of Sports Tourism has represented major impetus in economic growth in many countries. More fans are willing and able to travel to see special and interesting games and players, and to visit other sites within the host country.

About Tanzania

Tanzania, the largest country in East Africa, is focused on wildlife conservation and sustainable tourism, with approximately 25 % of the land protected by the Government. It boasts 14 National Parks and 34 game reserves. It is the home of the tallest mountain in Africa, the legendary Mt. Kilimanjaro; The Serengeti, named in October, 2006, the New 7th Wonder of the World by USA Today and Good Morning America; the world acclaimed Ngorongoro Crater, often called the 8th Wonder of the World; Olduvai Gorge, the cradle of mankind:  the Selous, the world's largest game reserve; Ruaha, now the largest National Park in East Africa; the spice islands of Zanzibar; and seven world Heritage Sites. Most important for tourism, the Tanzanian people are warm and friendly, speak English, although Kiswahili is the national language, and the country is an oasis of peace and stability with a democratic and stable government.

For more information about Tanzania visit www.tanzaniatouristboard.com;


$56 Million Dollar State of the Art Sports Stadium just completed in Dar es salaam, Tanzania


Editorial contact in the US:

Karen Hoffman / Fran Levine,

The Bradford Group,

Tel: (212) 447-0027; Fax: (212) 725 8253

Email: Tanzania@bradfordglobalmarketing.com/ bradfordmktg@aol.com