Uganda seals landmark AFCON deal to boost tourism
The pact provides that Uganda's tourism brand, "Explore Uganda- The Pearl of Africa," will feature prominently on AFCON broadcasting platforms, digital content and in-stadium advertising, providing an opportunity to attract international visitors and boost tourism revenues.
Stakeholders including the deputy speaker, UTB board members, tourism state minister, sports minister among other officials during the signing of AFCON broadcasting rights at Marritt Hotel on Friday. (Credit: Julius Luwemba)
KAMPALA - Uganda has taken a major step towards positioning itself as a leading tourism destination after the Uganda Tourism Board (UTB) signed a sponsorship agreement with the Confederation of African Football (CAF) ahead of the 2027 Africa Cup of Nations (AFCON).
The partnership, signed at the Marriott Hotel in Kampala on Friday, grants Uganda official destination sponsorship Rights, allowing the country to showcase its tourism attractions to millions of football fans across Africa and beyond.
The pact provides that Uganda's tourism brand, "Explore Uganda- The Pearl of Africa," will feature prominently on AFCON broadcasting platforms, digital content and in-stadium advertising, providing an opportunity to attract international visitors and boost tourism revenues.
Uganda will co-host the continental football tournament alongside Kenya and Tanzania in June 2027 under the Pamoja framework, marking the first time the three countries will jointly host the competition.
At the signing ceremony, UTB chief executive officer Juliana Kagwa described the partnership as one of Uganda's biggest tourism marketing opportunities.
"Uganda is here for it. Football brings the fans, and we give them every reason to stay," Kagwa remarked.
UTB, she added, will work with tourism operators to develop packages connecting football matches with Uganda's wildlife, culture, food and adventure experiences. The partnership she received will strengthen Uganda's destination brand beyond the tournament, creating opportunities to attract repeat visitors and sustain tourism growth.
(L-R) Suzan Nakawuki, the Minister of State for Tourism, Thomas Tayebwa, the Deputy Speaker of Parliament, Samson Adamu, the CAF General Secretary, Juliana Kagwa, the UTB Chief Executive Officer, and Peter Ogwang, the Minister of State for Sports, during the signing of the AFCON deal between Uganda and CAF on Friday. (Credit: Julius Luwemba)
Kagwa also revealed that UTB would roll out a "HERE FOR IT" campaign in the coming weeks to ensure visitors have attractive experiences beyond football.
At the same event, Suzan Nakawuki, the state minister for tourism, wildlife and antiquities, challenged UTB to ensure the international exposure translates into actual tourist arrivals, bookings and increased tourism revenues.
The agreement, she added, provides Uganda an opportunity to showcase its diverse tourism attractions, including the mountain gorillas, the source of the Nile, cultural heritage, adventure experiences, among other wildlife.
The minister urged tourism stakeholders to develop competitive packages that combine football with tourism activities, while improving service delivery to meet international visitor expectations.
Samson Adamu, the CAF general secretary, described the agreement as a significant milestone, announcing that UTB has become the first regional sponsor unveiled for the 2027 tournament. "You have not simply decided to sponsor a football tournament. You have decided to use football to tell Uganda's story to the world," Adamu said.
He revealed that the previous AFCON tournament in Morocco attracted a cumulative television audience of 3.2 billion, illustrating the enormous international marketing opportunities associated with the football competition. Adamu noted that Uganda already welcomes more than 1.6 million international visitors annually and expressed optimism that AFCON 2027 would help expand the country's tourism potential.
Deputy Speaker of Parliament Thomas Tayebwa, who presided over the ceremony, commended UTB for recognising the potential of sports tourism to stimulate economic growth and promote Uganda internationally.
He emphasised the need for adequate investment in infrastructure, accommodation, transport, security and hospitality to ensure that Uganda successfully hosts the tournament.
He pledged support from Parliament of Uganda through appropriate policies, legislation and resource mobilisation to strengthen the country's preparations.
Dignitaries at the event included the Minister of State for Sports, Peter Ogwang, Jan Sadek, the European Union ambassador, UTB board members, private sector representatives, among other sports and tourism enthusiasts.
With AFCON 2027 approaching, Uganda hopes to use the continental football spectacle not only to attract visitors during the tournament, but also to establish lasting tourism relationships that will benefit the country long after the final whistle.