Uganda leverages AFCON 2027 to transform football fans into lifelong tourists

As Uganda prepares to co-host the 2027 Africa Cup of Nations alongside Kenya and Tanzania, the nation is looking far beyond the football pitch. Scheduled to run from June 19 to July 17, 2027, the tournament is viewed as a massive catalyst for economic growth, with authorities determined to ensure visitors do not just arrive for a match and immediately leave.

At the core of this ambitious vision is a new marketing partnership between the Uganda Tourism Board and the Confederation of African Football. Unveiled at the Marriott Hotel in Kampala, the agreement places the “Explore Uganda” brand across major CAF platforms. Dignitaries including Deputy Speaker Thomas Tayebwa, State Minister for Sports Peter Ogwang, State Minister for Tourism Susan Nakawuki Nsambu, and CAF General Secretary Samson Adamu gathered for the official signing.

According to CAF officials, the tournament will expose Uganda to an estimated global audience of over three billion people. By leveraging this immense reach, the country hopes to capture the attention of international travellers, sports fans, and the African diaspora, encouraging them to experience Uganda’s renowned natural attractions, such as mountain gorilla trekking and white-water rafting on the Nile.

UTB Chief Executive Officer Juliana Kagwa likened the national preparations to a traditional Ugandan introduction ceremony, emphasizing that local communities and businesses must unite to warmly welcome the world. The tourism board has initiated tenders to integrate local enterprises into the service value chain, ensuring that hoteliers, tour operators, transport providers, and small business vendors are fully prepared.

Ultimately, success will be measured by the ability to convert broadcast viewership and digital engagement into real bookings and physical visits. Stakeholders across the hospitality and transport sectors are now challenged to curate attractive travel packages that convince visitors to stay and explore the Pearl of Africa long after the final whistle.

Read more details in the original report.