Uganda courts football fans at London tourism expo
"With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda's unique visitor experiences," Nakawuki said.
Uganda exhibition stall at WTM London
LONDON - Uganda has intensified efforts to tap into the lucrative sports tourism market, using the World Travel Market (WTM) London 2026 to attract international visitors ahead of the 2027 Africa Cup of Nations (AFCON), which the country will co-host with Kenya and Tanzania.
Led by tourism state minister Suzan Nakawuki, Uganda's delegation is showcasing the country's tourism attractions while seeking new partnerships with international travel operators, investors and other industry players.
The exhibition, which brings together tourism businesses and destination marketers from across the world, provides Uganda with an opportunity to position itself as a preferred destination for leisure, business and sports tourism.
Uganda's participation follows the recent launch of a partnership between the Uganda Tourism Board (UTB) and the Confederation of African Football (CAF), aimed at leveraging football's international appeal to promote the country's tourism potential.
According to Nakawuki, Uganda intends to capitalise on the growing interest surrounding AFCON 2027 to attract visitors beyond the football tournament.
"With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda's unique visitor experiences," Nakawuki said.
(L-R) Doreen Katusime, the permanent secretary to the ministry of tourism, Ambassador Richard Kabonero, who heads the economic and commercial diplomacy programme, Suzan Nakawuki, the minister of state for tourism and Patricia Kabuleeta, the minister counsellor at the Uganda High Commission in London. (Courtesy Photos)
The country's exhibition space, dotted with artistic installations, accommodated more Ugandan tour operators, enabling them to engage international travel buyers, showcase tourism products and negotiate business partnerships.
UTB chief executive officer Juliana Kagwa said the focus was on translating international exposure into tangible business opportunities for Uganda's tourism industry.
She explained that Uganda was building on the momentum generated by destination marketing roadshows recently conducted in Glasgow, Manchester and Birmingham.
Organised by UTB in collaboration with Uganda's High Commission in London, the week-long roadshows brought Ugandan tour operators face-to-face with British travel trade representatives to establish business connections and stimulate travel to Uganda.
Juliana Kagwa (L), the chief executive officer for Uganda Tourism Board having a chat with one of the tourism industry players in UK during the WTM London.
Beyond attracting visitors during the tournament, Uganda hopes to convert the exposure into sustained tourism demand and stronger international market connections.
Uganda's delegation also comprised the permanent secretary in the Ministry of Tourism, Doreen Katusiime; Ambassador Patrick Kabonero, the head of economic and commercial diplomacy at the Ministry of Foreign Affairs; Patricia Kabuleeta, minister counsellor at Uganda's High Commission in London; Francis Nyende, UTB marketing manager; and Dr Simplicious Gessa, UTB spokesperson, among others.
The Annual Tourism Development Programme Performance Report for the financial year 2025/2026 provides further statistical justification for Uganda's participation in WTM London.
According to the report, the United Kingdom rose from Uganda's fourth-largest overseas tourism source market in 2024 to third in 2025, with arrivals more than tripling.
The report indicates that Uganda received 35,399 visitors from the UK in 2025, up from 10,179 in 2024. The UK was therefore Uganda's third-largest overseas source market, behind India, which registered 57,051 visitors, and the United States, with 52,290.
Overall, Uganda received 1,642,215 international visitors in 2025, a 19.7% increase from the previous year, while tourism earnings reached $1.62b (about sh6.56 trillion)