Uganda has secured a major tourism promotion opportunity after the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) signed a partnership agreement to market the country as a leading African tourism destination ahead of the 2027 Africa Cup of Nations (AFCON).
The agreement will see Uganda promoted internationally during the TotalEnergies CAF Africa Cup of Nations Pamoja 2027, which will be jointly hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027.
Under the partnership, the Uganda Tourism Board has secured Official Destination Sponsor rights, providing the country with an international platform to showcase its tourism attractions, cultural heritage and hospitality to football supporters, participating teams, officials, international media and other visitors.
The partnership was officially launched in Kampala at an event attended by CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Minister of State for Education and Sports Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu, and Deputy Speaker of Parliament Thomas Tayebwa, who was the chief guest.
Speaking at the launch, Adamu, representing CAF President Patrice Motsepe and the CAF Executive Committee, welcomed Uganda Tourism Board into the CAF partnership network, highlighting the potential of football to promote tourism and strengthen economic opportunities.
“Through this partnership, Uganda Tourism Board will be able to leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination,” Adamu said.
He noted that AFCON 2027 would provide East Africa with an exceptional opportunity to showcase its tourism potential to a global audience, estimated at more than three billion people.
Adamu added that CAF was working closely with Uganda, Kenya and Tanzania to strengthen partnerships with the business community ahead of the continental tournament.
The partnership will place Uganda’s tourism brand, “Explore Uganda – The Pearl of Africa,” at the centre of AFCON 2027 promotional activities.
The campaign will utilise television broadcasts, digital platforms and in-stadium promotional opportunities to raise international awareness of Uganda’s tourism offerings and attract more visitors.
Uganda hopes to use the tournament’s international visibility to promote its wildlife, cultural heritage, food, natural attractions and hospitality while encouraging visitors to explore destinations beyond the football stadiums.
UTB Chief Executive Officer Juliana Kagwa described the partnership as a significant opportunity for the country’s tourism industry, noting that the tournament could generate lasting benefits beyond the month-long football competition.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” Kagwa said.
She said the agreement would give Uganda an opportunity to present its tourism attractions to audiences across Africa and the rest of the world.
“Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium, explore our wildlife, culture, food and people, stay longer and return for more,” she added.
Kagwa welcomed football supporters, participating teams and international visitors to Uganda, expressing confidence that the tournament would help strengthen the country’s position as a preferred tourism destination.
The partnership forms part of broader efforts by Uganda and its East African co-hosts to use the popularity of football to stimulate tourism, attract investment and create employment and business opportunities.
With Uganda preparing to co-host its first AFCON tournament alongside Kenya and Tanzania, the 2027 competition is expected to provide a major platform for promoting the country’s tourism potential and strengthening its visibility in the international market.
