Uganda bets on AFCON to turn football fans into lifelong tourists

Updated by Faith Barbara N Ruhinda at 1412 EAT on Thursday 5 November 2026

Uganda is seeking to use the 2027 Africa Cup of Nations (AFCON) to boost tourism and position itself as a leading global travel destination.

At the centre of the strategy is a marketing partnership between the Uganda Tourism Board (UTB) and the Confederation of African Football (CAF), unveiled on Friday, October 30, 2026, at the Marriott Hotel in Kampala.

The signing ceremony was attended by senior government officials, including Deputy Speaker of Parliament Thomas Tayebwa, State Minister for Sports Peter Ogwang, State Minister for Tourism Susan Nakawuki Nsambu, and CAF General Secretary Samson Adamu.

The partnership will see Uganda’s “Explore Uganda” brand featured across major CAF platforms, giving the country greater international visibility as it prepares to host the continental tournament.

CAF General Secretary Samson Adamu said AFCON 2027 is projected to expose Uganda to a global audience of more than three billion people.

Through the partnership, Uganda hopes to use continental football broadcasts and digital platforms to attract international fans, members of the African diaspora and other travellers, encouraging them to visit the country before and after the tournament.

Uganda is seeking to use its partnership with the Confederation of African Football (CAF) ahead of the 2027 Africa Cup of Nations (AFCON) to boost tourism and attract more international visitors.

Speaking at the unveiling ceremony, Deputy Speaker Thomas Tayebwa said major sporting events could stimulate long-term economic activity beyond stadiums, benefiting several sectors of the economy.

Tayebwa recalled travelling to Egypt to watch the Uganda Cranes play, noting that he spent considerably more money exploring the country’s historical and cultural attractions than on match tickets.

Uganda hopes to replicate that experience by turning football fans into tourists who visit attractions such as the mountain gorillas in Bwindi Impenetrable National Park, the rapids of the River Nile and Queen Elizabeth National Park.

The Uganda Tourism Board (UTB) has adopted an ambitious promotional strategy, securing a premier regional sponsorship position for the tournament, in what was described as a first for East Africa.

UTB Chief Executive Officer Juliana Kagwa likened the preparations to a traditional Ugandan introduction ceremony, commonly known as Kwanjula, calling on local communities and businesses to unite in welcoming international visitors.

As part of the preparations, UTB has initiated procurement processes to integrate local enterprises into the tournament’s wider service value chain.

The initiative is expected to create opportunities for tour operators, hoteliers, transport providers, restaurant owners and small-scale traders, among other businesses.

State Minister for Tourism Susan Nakawuki said the success of the campaign would be measured not by television audiences alone, but by its ability to translate international exposure into actual bookings, inquiries and tourist arrivals.

However, achieving the projected tourism gains will depend on effective implementation, adequate service delivery and the readiness of local businesses to accommodate the expected increase in visitors.

-Observer

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The country, which will co-host the tournament alongside Kenya and Tanzania from June 19 to July 17, 2027, is stepping up efforts to ensure visitors stay beyond the football matches and explore its tourism attractions.