The Uganda Tourism Board (UTB) has secured a tourism marketing deal with the Confederation of African Football (CAF) ahead of the 2027 Africa Cup of Nations (AFCON). The partnership, signed in Kampala, gives UTB official destination sponsorship rights to showcase Uganda's tourism attractions through CAF's international platforms. This deal allows Uganda to reach a massive audience, including football supporters, participating teams, officials, broadcasters, and international audiences.
AFCON 2027, also known as PAMOJA 2027, will be jointly hosted by Uganda, Kenya, and Tanzania from June 19 to July 17, 2027. Deputy Speaker of Parliament Thomas Tayebwa said the partnership presents Uganda with an opportunity to use football to attract tourists, promote investment, and strengthen the country's international profile. He urged the UTB, Ministry of Tourism, Wildlife and Antiquities, and private-sector players to mobilize resources and prepare for the anticipated influx of visitors.
Tayebwa challenged tourism operators to develop packages that combine football with wildlife safaris, cultural experiences, adventure tourism, local cuisine, and entertainment. He encouraged visitors to explore Uganda beyond match venues and experience the country's unique attractions. Tayebwa also called for a change in the way tourism products are marketed, targeting visitors according to their spending capacity rather than offering unsuitable packages.
CAF Acting General Secretary Samson Adamu said Uganda has several attractions that could make it a memorable destination for football supporters, including extraordinary wildlife, beautiful landscapes, the source of the Nile, and the warmth of the Ugandan people. He cited the 2025 AFCON tournament in Morocco, which recorded a cumulative television audience of 3.2 billion, as an indication of the potential international exposure Uganda could receive through the 2027 competition.
UTB Chief Executive Officer Juliana Kagwa signed the agreement on behalf of the tourism agency. However, concerns persist about the readiness of the three East African countries to host the tournament, with less than eight months remaining before kick-off. CAF has continued engaging the host countries through inspections of proposed competition venues and other facilities.
State Minister for Sports Peter Ogwang dismissed suggestions that Uganda might fail to host its share of the tournament, saying the country should focus on preparations and opportunities rather than doubts. He argued that CAF's engagement with Uganda, including the tourism marketing partnership, demonstrated confidence in the country's hosting role.
The 2027 tournament will be the first Africa Cup of Nations jointly hosted by three countries and will return the continental competition to East Africa for the first time since Ethiopia hosted it in 1976. Uganda is expected to host matches at Mandela National Stadium in Namboole and Hoima City Stadium, alongside supporting training facilities.
Key points
- Uganda Tourism Board partners with CAF to promote tourism ahead of AFCON 2027
- The partnership allows Uganda to showcase its tourism attractions to a massive audience through CAF's international platforms
- Concerns persist about the readiness of the host countries, but Uganda's State Minister for Sports is confident in the country's hosting role
