CHAN 2024 PAMOJA: A Regional Catalyst for East African Tourism

East Africa is stepping into a historic era for sports and tourism. With the African Nations Championship (CHAN) 2024 hosted jointly by Kenya, Uganda, and Tanzania under the Pamoja initiative, and the Africa Cup of Nations (AFCON) 2027 set to return to the same region, the stage is set for unprecedented opportunities in tourism, economic growth, and regional integration.

These two tournaments are more than football—they are catalysts for showcasing the best of East Africa to the world.

CHAN 2024 PAMOJA: A Celebration of Unity and Opportunity

The CHAN tournament, exclusively featuring players from domestic leagues, provides a unique platform for celebrating local football talent. The 2024 edition—branded under the Kiswahili word Pamoja, meaning “together”—is the first time three East African nations have co-hosted the event.

Beyond the pitch, this collaboration has created a wave of optimism in the tourism industry. Fans from across the continent are traveling to watch matches while exploring the region’s rich cultural and natural attractions. From the white sands of Zanzibar and Diani to the wildlife safaris of Serengeti, Maasai Mara, and Murchison Falls, visitors have a chance to experience the best of East Africa during their stay.

The Pamoja hosting model has also simplified cross-border movement, encouraged regional airlines to increase connectivity, and stimulated investments in hospitality. Hotels, resorts, and guesthouses in host cities have experienced a surge in bookings, while local transport providers and tour operators are tapping into the growing demand.

Sports Tourism Gains Momentum

Sports tourism is no longer an abstract concept in East Africa—it is happening in real time. CHAN 2024 has brought thousands of visitors into cities and towns that are not always on mainstream tourist itineraries. This is creating a ripple effect in local economies: restaurants, street vendors, craft markets, and entertainment venues are seeing record business.

The event is also giving East African destinations increased visibility in international media, positioning them as safe, welcoming, and exciting travel spots. This exposure lays a strong foundation for attracting repeat visitors well beyond the tournament’s conclusion.

AFCON 2027: Building on the CHAN Legacy

If CHAN 2024 is the opening act, AFCON 2027 will be the grand performance. The Africa Cup of Nations is the continent’s biggest football event, drawing global attention, large-scale investment, and high tourism numbers.

The three co-hosts are already preparing for this milestone. Significant infrastructure projects are underway, including the construction and renovation of world-class stadiums, modern training facilities, and upgraded transport networks. Kenya’s Talanta Sports Stadium, Uganda’s Hoima and Akii Bua Stadiums, and Tanzania’s Samia Suluhu Hassan Stadium are examples of the region’s commitment to delivering a world-class football experience.

These developments are not only for AFCON—they are designed to serve communities for decades to come, providing venues for sports, concerts, cultural events, and more.

Tourism Transformation Through Major Events

AFCON 2027 is expected to attract tens of thousands of visitors from Africa and beyond. This will push demand in key tourism segments:

• Hospitality – Hotels, lodges, and guesthouses are expanding capacity and upgrading amenities.
• Transport – Airlines, bus companies, and ride-hailing services are preparing for high passenger volumes.
• Attractions – National parks, heritage sites, and coastal resorts are developing tailored packages for football fans.
• Local Business – Restaurants, artisans, and event service providers are gearing up for increased activity.

The tournaments also encourage diversification in tourism offerings, blending sports events with cultural festivals, eco-tourism, and adventure travel. Visitors can watch a match one day and climb Mount Kilimanjaro, explore the Great Rift Valley, or sail on Lake Victoria the next.

Regional Unity and Economic Integration

Both CHAN 2024 and AFCON 2027 represent milestones in East African cooperation. They require joint planning, cross-border infrastructure coordination, and harmonized policies on visas, security, and trade.

The Pamoja initiative, in particular, is showing how sports can be a driver of regional unity. By sharing the responsibilities and benefits of hosting, the three nations are building trust, strengthening the East African Community framework, and creating opportunities for shared growth.

Long-Term Legacy

The true measure of success for CHAN 2024 and AFCON 2027 will be the long-term impact. If the infrastructure is maintained, tourism promotion continues, and the spirit of Pamoja is preserved, East Africa could emerge as a regular host for international sports and cultural events.

This would mean sustained tourism growth, enhanced regional branding, and stronger economic resilience—benefits that go far beyond the final whistle.

Final Thoughts

East Africa has a rare opportunity to redefine its global image through sports tourism. CHAN 2024 is proving that collaboration works, and AFCON 2027 is the next step in scaling that success. With careful planning, investment, and marketing, the region could see its golden era for tourism begin now and extend far into the future.