Uganda is preparing to showcase its wildlife, cultural heritage and hospitality to an international audience as the country moves to leverage the 2027 Africa Cup of Nations (AFCON) into one of its biggest tourism promotion opportunities.
The Uganda Tourism Board (UTB) has concluded a partnership agreement with the Confederation of African Football (CAF), securing Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027, which Uganda will co-host with Kenya and Tanzania from June 19 to July 17, 2027.
The agreement gives Uganda a major international platform to promote its tourism attractions to millions of football supporters across Africa and around the world, positioning the country as a destination for travel, cultural experiences and hospitality beyond the tournament.
Through the partnership, the Explore Uganda – The Pearl of Africa brand will feature prominently in AFCON 2027’s global promotional activities across broadcast, digital and in-stadium platforms, connecting Uganda’s tourism offering with the international visibility generated by African football.
The partnership was officially launched in Kampala, attended by CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, State Minister for Sports Peter Ogwang, Minister of Tourism, Wildlife and Antiquities Tom Butime and Deputy Speaker of Parliament Thomas Tayebwa, who was the chief guest.
Speaking at the launch, Adamu welcomed Uganda Tourism Board into the CAF partnership network, highlighting the opportunity to use football’s international popularity to strengthen the country’s tourism profile.
“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 a unique opportunity to market itself to more than three billion people globally who will be watching the tournament.
For Uganda, the agreement places tourism at the centre of its participation in the historic regional competition, creating an opportunity to introduce international audiences to the country’s diverse attractions.
Showcasing Uganda beyond the stadium
The partnership will place Uganda’s tourism brand before football supporters, participating teams, officials, international media and other visitors expected during the tournament.
Beyond the excitement of the matches, UTB is looking to encourage visitors to explore the country’s wider tourism offering, including its wildlife, cultural heritage, food and hospitality.
The strategy is to make AFCON 2027 an introduction to Uganda, encouraging supporters to extend their stays, discover different destinations and return for future holidays.
Juliana Kagwa, Chief Executive Officer of UTB, described the agreement as one of the most significant tourism marketing opportunities available to Uganda in a generation.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” Kagwa said.
She said the partnership would give Uganda an international platform to showcase its attractions and welcome visitors from across the continent and beyond.
“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 said.
The campaign will build on Uganda’s established identity as the Pearl of Africa, using the international appeal of football to strengthen awareness of the country as a destination for memorable travel experiences.
East Africa takes its tourism offering to the world
The tournament also presents a significant opportunity for East Africa to showcase its tourism potential through a historic three-country hosting arrangement involving Uganda, Kenya and Tanzania.
With supporters and visitors expected from different parts of the world, the competition provides an opportunity to promote the region’s diverse tourism experiences and strengthen its visibility as an international travel destination.
The joint hosting arrangement creates a platform for the three countries to benefit from the global attention surrounding African football while highlighting their individual tourism attractions.
CAF has also indicated that it is working closely with Uganda, Kenya and Tanzania to strengthen engagement with the business community ahead of the competition, reflecting the wider commercial opportunities associated with AFCON 2027.
For Uganda, the partnership with CAF reinforces the country’s ambition to connect its sporting and tourism sectors, using a major international event to generate greater awareness of its destinations and attract new visitors.
A new chapter for Uganda’s tourism promotion
The agreement marks an important step in Uganda’s preparations for AFCON 2027, giving the country an opportunity to turn its role as a tournament host into a broader international tourism showcase.
By bringing together football, tourism and cultural promotion, Uganda is positioning the competition as an opportunity to introduce its attractions to new audiences and strengthen its reputation in the global travel market.
The campaign also provides an opportunity for tourism businesses, hospitality operators and other players in the sector to connect with the international interest generated by the tournament.
As preparations gather momentum, Uganda is extending an invitation to football supporters and travellers to experience more than the action on the pitch.
As Kagwa put it: “Uganda is HERE FOR IT, and we welcome the fans, the teams and the world.”
