Uganda Tourism Board signed a marketing partnership with the Confederation of African Football on Friday at the Marriott Hotel in Kampala to promote the Explore Uganda brand during AFCON 2027.
Deputy Speaker Thomas Tayebwa, State Minister for Sports Peter Ogwang, State Minister for Tourism Susan Nakawuki Nsambu and CAF General Secretary Samson Adamu attended the unveiling ceremony.
CAF General Secretary Samson Adamu said the tournament will expose Uganda to more than three billion viewers worldwide across CAF broadcast and digital platforms.
The co-hosting arrangement with Kenya and Tanzania runs from June 19 to July 17, 2027, and aims to convert football fans into long-term tourists.
Deputy Speaker Thomas Tayebwa recalled spending more on exploring Egypt during a Uganda Cranes match than on match tickets, a pattern Uganda wants to replicate.
Visitors are expected to trek mountain gorillas in Bwindi, raft the River Nile and tour Queen Elizabeth National Park beyond the stadium experience.
UTB Chief Executive Officer Juliana Kagwa likened preparations to a traditional Kwanjula ceremony, urging local communities and businesses to unite for the global welcome.
The Uganda Tourism Board has initiated tenders to integrate local enterprises into the tournament supply chain.
This marks the first time an East African nation secures a premier regional sponsorship slot for the continental showpiece.
The partnership stamps the Explore Uganda banner across all major CAF platforms ahead of the 2027 edition.
How does the CAF partnership boost Uganda tourism?
The deal embeds the Explore Uganda brand into AFCON 2027 broadcasts reaching over three billion viewers, targeting football fans and the African diaspora to convert them into visitors for gorilla trekking, Nile rafting and national park tours.
Source: Uganda Observer
