Uganda has secured a major international tourism marketing platform after the Confédération Africaine de Football (CAF) and the Uganda Tourism Board (UTB) concluded a partnership agreement ahead of the 2027 Africa Cup of Nations, which will be co-hosted by Uganda, Kenya and Tanzania.
The agreement designates UTB as an Official Destination Sponsor of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027, providing Uganda with an opportunity to promote its tourism attractions, cultural heritage and hospitality to international audiences during the continental showpiece.
The tournament, scheduled to run from June 19 to July 17, 2027, is expected to draw football supporters, participating teams, officials, international media and other visitors to East Africa, offering the three host nations a platform to showcase their tourism potential.
For Uganda, the partnership places the Explore Uganda – The Pearl of Africa brand at the centre of AFCON 2027’s global promotional activities, with broadcast, digital and in-stadium platforms expected to amplify the country’s appeal as a destination for international travellers.
The partnership was unveiled in Kampala at a ceremony attended by CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, State Minister for Education and Sports Peter Ogwang, Tourism, Wildlife and Antiquities Minister Tom Butime, and Deputy Speaker of Parliament Thomas Tayebwa, who was the chief guest.
Adamu said the partnership would enable Uganda to harness football’s international reach to strengthen its profile as both a tournament host and a tourism destination.
“AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching AFCON,” Adamu said, adding that CAF was working closely with Uganda, Kenya and Tanzania to strengthen engagement with the business community ahead of the tournament.
He welcomed UTB into the CAF partnership framework on behalf of CAF President Patrice Motsepe and the organisation’s Executive Committee.
Kagwa described the agreement as a generational opportunity for Uganda to expand its international tourism profile, attract visitors and generate lasting economic benefits beyond the football competition.
“The TotalEnergies CAF AFCON PAMOJA 2027 is the biggest tourism marketing opportunity Uganda has had in a generation,” Kagwa said.
She noted that while football would attract visitors to the country, the wider objective was to encourage them to explore Uganda’s wildlife, culture, cuisine and hospitality, extend their stays and return for future holidays.
“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 added.
Beyond the immediate exposure associated with hosting Africa’s premier national-team football competition, the agreement forms part of a broader strategy to use sport as a catalyst for tourism growth, investment and employment opportunities.
With Uganda sharing hosting responsibilities with Kenya and Tanzania, AFCON 2027 presents East Africa with an opportunity to market itself as a regional destination while capitalising on the movement of supporters and other visitors across the three countries.
For Uganda, the challenge will be to convert the tournament’s international visibility into tangible tourism gains, ensuring that exposure during the competition translates into increased visitor arrivals, longer stays and sustained interest in the country’s attractions long after the final whistle.
