By Peter Nyanje
Tanzania’s tourism sector is enjoying a timely boost, thanks to a wave of visits by high-profile international football stars whose social media presence and global appeal are reshaping the country’s image as a world-class travel destination.
In recent months, international footballers have toured Tanzania’s top attractions including Serengeti, Ngorongoro Crater, Maasai villages and Zanzibar.
Barcelona and Spain national team star, Pablo Gavi, has followed in the footsteps of some of his compatriots by choosing Tanzania as his holiday destination.
The midfielder is currently enjoying a getaway at Serengeti National Park, accompanied by his partner, Ana Pelayo.
Gavi’s arrival in Tanzania comes just days after three other Spanish footballers – David Raya, David De Gea and Pedri – also visited the country for a holiday.
In the recent past Tanzania had also hosted the likes of Belgian striker, Christian Benteke, who travelled to Ngorongoro with his son.
His journey – widely promoted by Tanzania’s Ministry of Natural Resources and Tourism – highlighted the safety and family-friendliness of Tanzania’s protected areas.
French international and former Liverpool defender Mamadou Sakho spent ten days in Tanzania, exploring national parks, Maasai culture and Zanzibar’s coastal charm.
He was later appointed as a voluntary Tourism Ambassador by the Tanzania Tourist Board and held discussions with Zanzibar President, Dr. Hussein Mwinyi, on youth sports development and tourism partnerships.
Argentine forward Mauro Icardi, known for his stints at Inter Milan and PSG, visited the Serengeti and interacted with local communities alongside his wife Wanda Nara. Their photos in Maasai attire and amidst wildlife circulated widely on platforms such as Instagram and X, reaching millions of followers.
This year, in addition to the Spanish players, Tanzania has also welcomed two more international football stars: retired Swedish striker and former Barcelona and AC Milan player, Zlatan Ibrahimović and Girona and Netherlands forward, Arnaut Danjuma.
Their high-visibility visits come at a crucial moment as the government intensifies efforts to reposition Tanzania as a competitive and inclusive tourism hub in East Africa.
Numbers behind the fame
The impact of the high profile visitors is measurable. According to tourism authorities, Zanzibar recorded a 74% year-on-year increase in European arrivals in early 2025, with key source markets including France, Italy and Poland – many of which also follow the leagues where these footballers play.
This growth is part of a wider strategy by the Ministry of Tourism and the Tanzania Tourist Board to leverage “celebrity tourism” as a soft-power marketing tool.
Similar to the effect witnessed after Moroccan star, Achraf Hakimi’s visit, these engagements create viral moments that money alone can’t buy.
“Social media posts from celebrities like Benteke or Icardi have more reach than a million-dollar ad campaign. The brand exposure for Tanzania is immense,” noted one tourism official.
Strategic and economic implications
Beyond vanity metrics, the celebrity influx is generating real economic momentum.
Upscale safari lodges, boutique hotels and guided tour operators have reported spikes in international bookings since May.
Furthermore, these visits are helping diversify Tanzania’s tourism offering, showcasing not only wildlife but also culture, heritage and coastline.
This broader appeal is essential for market resilience, especially in a post-pandemic landscape where tourists seek more immersive and purposeful travel.
Crucially, the government is integrating these high-profile visits into larger initiatives – like the “Match of Legends” event in Zanzibar later this eyar and Europe-targeted promotional campaigns in London, Cologne, and Amsterdam.
“This is more than publicity. It’s part of a broader plan to make Tanzania a luxury, eco-conscious, and culturally rich destination,” said an official from the Tanzania Tourist Board.
What’s at stake – and what’s next
The stakes are high. With tourism contributing about 17% of Tanzania’s GDP, positioning the country as a premium destination is key to sustaining growth, creating rural jobs, and funding conservation.
To maintain momentum, experts say Tanzania must secure long-term partnerships with celebrity agents and sports brands; package and broadcast celebrity-endorsed content across international travel media; invest in infrastructure and safety to meet the expectations of high-end travelers and engage local communities, ensuring that economic benefits from increased tourist flow are felt at the grassroots level, among other moves.
As Tanzania basks in the spotlight cast by visiting football icons, industry insiders believe this could mark a turning point in how the country markets its tourism potential.
From the plains of Serengeti to the shores of Zanzibar, footballers like Benteke, Sakho and Icardi are not only posting scenic photos – they are redefining Tanzania’s brand image for millions worldwide. For a sector seeking sustained recovery and transformation, this celebrity-driven surge may be the winning goal Tanzania’s tourism industry needed.
