UTB targets tourism boom through 2027 AFCON partnership

The Uganda Tourism Board (UTB) is set to use the 2027 TotalEnergies CAF Africa Cup of Nations (AFCON) as a major platform to market Uganda’s tourism attractions to the world following a landmark partnership with the Confederation of African Football (CAF).

The agreement, which grants UTB Official Destination Sponsor rights for AFCON PAMOJA 2027, is aimed at positioning Uganda as a leading tourism destination while leveraging the global popularity of football to attract visitors, investment and long-term economic opportunities.

The tournament will be co-hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027, offering East Africa an opportunity to showcase its tourism potential to millions of football fans, teams, officials, international media and other visitors.

The partnership was officially launched at Marriott Hotel in Kampala, with CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Deputy Speaker of Parliament Thomas Tayebwa, Minister of State for Education and Sports Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu and FUFA President Moses Hassim Magogo in attendance.

Speaking at the launch, Deputy Speaker Tayebwa challenged tourism operators and private sector partners to develop attractive packages that combine football with wildlife safaris, cultural experiences, adventure tourism and visits to Uganda’s cities and communities.

He emphasised that Uganda’s ambition should go beyond hosting matches, urging stakeholders to ensure visitors explore the country’s attractions and experience its culture rather than simply attending games before departing.

“Our visitors should not simply arrive, watch their favourite teams and depart. We want them to explore our destinations, taste our food, experience our cultures, enjoy our music and festivals, and discover the many attractions that make Uganda unique,” Tayebwa said.

He further pledged Parliament’s support through policies, legislation and resource mobilisation to strengthen the country’s preparations, while calling for closer collaboration between government, the private sector, tourism stakeholders and football associations.

CAF General Secretary Samson Adamu said the partnership would enable Uganda to use football’s international appeal to strengthen its position as both a host nation and a tourism destination.

“AFCON 2027 will give East Africa a unique opportunity to market itself to the over three billion people globally who will be watching AFCON,” Adamu said.

Meanwhile, UTB Chief Executive Officer Juliana Kagwa described the tournament as the biggest tourism marketing opportunity Uganda has had in a generation.

She clarified that while the Local Organising Committee (LOC) is responsible for delivering the tournament, UTB’s mandate is to market Uganda as a destination by connecting match days to tourism experiences across the country.

Kagwa revealed that the board will roll out its HERE FOR IT campaign in the coming weeks and work with tourism operators to develop attractive packages that encourage football fans to explore Uganda’s wildlife, culture, food and hospitality.

“The TotalEnergies CAF AFCON Pamoja 2027 is the biggest tourism marketing opportunity Uganda has had in a generation. 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. Uganda is HERE FOR IT, and we welcome the fans, the teams and the world,” Kagwa said.

She also revealed that Uganda was making progress in its preparations, with Hoima City Stadium already completed and commissioned, while work on other venues was in its final stages.

Under the agreement, the Explore Uganda – The Pearl of Africa brand will feature prominently in AFCON 2027’s global promotional activities through television broadcasts, digital platforms and in-stadium branding.

FUFA President Moses Hassim Magogo welcomed the partnership, describing it as a strong indication that preparations for the continental showpiece were progressing.

“I don’t look at this event as just a signature of the Uganda Tourism Board and CAF partnership launch. It is an indicator that actually AFCON 2027 is going to happen,” Magogo said.

The partnership forms part of a broader strategy to use the power of African football to stimulate tourism, encourage investment and create lasting economic opportunities for Uganda and the wider East African region.

With the tournament expected to attract visitors from across the continent and beyond, Uganda is targeting benefits that will extend beyond the final whistle, with the ambition of turning AFCON 2027 into a gateway for sustained growth in the country’s tourism industry.