World Cup 2026: Africa’s Expanded Presence Opens Door for Tourism and National Branding
The upcoming 2026 FIFA World Cup is poised to be a milestone moment not only for African football but also for the continent’s positioning within the global tourism arena. For the first time, Africa will be represented by a minimum of nine national teams—including Morocco, Ghana, South Africa, Cape Verde, Senegal, Egypt, Côte d’Ivoire, Algeria, and Tunisia—with the potential for a tenth entrant from a playoff group featuring the likes of Nigeria, Cameroon, Gabon, and the Democratic Republic of Congo. This unprecedented level of representation offers Africa a rare platform to highlight its diverse landscapes, cultures, and tourism assets to a global audience.
This expansion, championed by FIFA President Gianni Infantino, marks a significant break from the past, where Africa’s participation was capped at five teams, as seen at Qatar 2022. It’s an acknowledgment of the continent’s growing football prowess and an opportunity to leverage sport as a conduit for economic and tourism growth. However, to fully capitalize on this moment, Africa must continue to advocate for greater parity, invest in infrastructure, and embrace a vision that sees itself as a genuine global contender—both on the field and within the tourism marketplace.
The FIFA World Cup stands as the world’s most-watched sporting spectacle, commanding a viewership that eclipses even the Olympics. At the 2022 edition, over 5 billion people engaged with the tournament, and the final alone drew nearly 1.5 billion viewers. This unparalleled exposure translates into powerful soft power and influence, with digital platforms amplifying every moment to billions worldwide. For Africa, the presence of nine (and possibly ten) teams means a multitude of stories, traditions, and destinations will be on display—each acting as an invitation to explore the continent beyond the pitch.
Among the standout narratives is Morocco, whose football achievements have paralleled the nation’s rise as a tourism powerhouse. Following their historic semi-final run at Qatar 2022, interest in Moroccan travel soared, driven by strategic collaboration between the Moroccan National Tourist Office and the football federation. Morocco’s role as a co-host for the 2030 World Cup is already fueling stadium upgrades, hotel developments, and enhanced air connectivity, transforming iconic cities like Marrakesh, Rabat, Casablanca, and Tangier into must-visit destinations for global fans and tourists alike. This integrated approach offers a template for other African nations seeking to turn sporting moments into lasting tourism growth.
Ghana enters its fifth World Cup with more than just footballing ambition. The country’s acclaimed Year of Return and vibrant cultural festivals have made it a center for Afro-diasporic connection, music, and heritage tourism. By leveraging its large diaspora in North America, Ghana has the potential to combine sport and culture, inviting visitors to experience not only the thrill of the match but also the allure of Cape Coast’s castles, Accra’s urban energy, and Kumasi’s royal heritage. Collaboration between sports and tourism authorities could turn fan excitement into arrivals at Kotoka International Airport, where every touchdown becomes a cultural homecoming.
South Africa, with its legacy as the 2010 World Cup host, is ready to reignite its tourism brand through the Bafana Bafana’s qualification. World-class stadiums, robust hospitality, and diverse attractions—from Johannesburg’s vibrancy to Cape Town’s coastline and the wildlife wonders of Kruger and the Eastern Cape—are primed to convert football visits into enduring tourism engagements.
For Cape Verde, a debut appearance at the World Cup is transformative. The archipelago’s signature Morabeza hospitality, coupled with its strong ties to Portugal, Brazil, and North America, can now be showcased to a wider audience. Football offers Cape Verde the chance to rebrand itself from a hidden gem to a sought-after destination for adventure, music, and relaxation.
Other qualified nations—Senegal, Egypt, Côte d’Ivoire, Algeria, and Tunisia—provide further depth and diversity. Whether it’s Dakar’s arts and heritage, Egypt’s ancient marvels and modern museums, Côte d’Ivoire’s vibrant culture and rising infrastructure, Algeria’s desert landscapes, or Tunisia’s blend of Mediterranean charm and African authenticity, each country has a compelling narrative to attract and engage global visitors.
The possibility of a tenth African team—drawn from Nigeria, Cameroon, Gabon, or DR Congo—adds further intrigue. With their rich diasporas, music scenes, biodiversity, and sporting histories, these nations can extend Africa’s reach and storytelling power even further.
This historic moment calls for strategic unity. By synchronizing efforts across tourism boards, creative sectors, and diplomatic channels, Africa can present itself as an interconnected, continent-wide destination. Joint travel packages, cultural festivals, and heritage circuits could invite fans to journey beyond stadiums and into the heart of Africa’s diverse cultures and landscapes.
For African tourism professionals, World Cup 2026 is more than a sporting event—it is a launchpad for global engagement, brand elevation, and economic opportunity. The challenge is to ensure that, as the world tunes in for the football, it also stays for the culture, heritage, and hospitality that only Africa can provide.
