Uganda Tourism Board partners with CAF for AFCON 2027 promotion
The "Explore Uganda – The Pearl of Africa" brand will feature in tournament promotions to attract visitors.
Uganda has secured destination sponsorship rights for the 2027 Africa Cup of Nations (AFCON) through an agreement between the Uganda Tourism Board (UTB) and the Confederation of African Football (CAF). This partnership will promote Uganda's tourism attractions to football supporters, teams, officials, and media attending the continental tournament. The TotalEnergies CAF AFCON PAMOJA 2027 will be co-hosted by Uganda, Kenya, and Tanzania from June 19 to July 17, 2027.
The deal was announced in Kampala, with CAF General Secretary Samson Adamu stating that Uganda can leverage football's popularity to position itself as a tourism destination. UTB Chief Executive Officer Juliana Kagwa called the event the biggest tourism marketing opportunity for Uganda in a generation, aiming to showcase wildlife, culture, and hospitality. The partnership was launched with the attendance of Tourism Minister Tom Butime and Minister of State for Sports Peter Ogwang.
The agreement aims to expose Uganda's attractions to over 3 billion global viewers of the AFCON. CAF is working with Uganda, Kenya, and Tanzania to build ties with the business community. The "Explore Uganda – The Pearl of Africa" brand will be visible through broadcast, digital, and in-stadium platforms, encouraging visitors to explore beyond matches.
Why it mattersUganda's tourism sector will be promoted to a global audience during the AFCON 2027 tournament, aiming to increase visitor arrivals and spending.