Uganda partners with CAF to promote tourism ahead of AFCON 2027

Uganda partners with CAF to promote tourism ahead of AFCON 2027 - Uganda Tourism Board together with CAF General Secretary Samson Adamu. (Uganda Toursim Board)

In announcing the partnership, the Uganda Tourism Board said its message to football visitors would extend beyond the stadium.

Uganda is looking beyond the football pitch at the 2027 Africa Cup of Nations, with the country set to use the continental tournament as a platform to market its tourism attractions to fans visiting from across Africa and beyond.

The Uganda Tourism Board has partnered with the Confederation of African Football (CAF) as an Official Competition Sponsor of the TotalEnergies CAF Africa Cup of Nations KE.TZ.UG 2027.UG 2027, placing its “Explore Uganda” campaign at the centre of the country's AFCON tourism push.

The partnership is expected to give Uganda an international platform to promote its wildlife, culture and tourism experiences as the country prepares to co-host the tournament with Kenya and Tanzania.

In announcing the partnership, the Uganda Tourism Board said its message to football visitors would extend beyond the stadium.

“As we prepare to welcome visitors for this continental celebration of football, our invitation is simple: Explore Uganda beyond the game and stay for the discovery,” the board said.

The campaign comes as Uganda seeks to ensure that AFCON visitors do more than attend matches before leaving the country.

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The Uganda Tourism Board's official tourism platform highlights experiences ranging from mountain gorilla trekking and adventure activities to cultural heritage tours.

Uganda has increasingly positioned AFCON 2027 as an opportunity to strengthen the country's tourism profile. Earlier this year, the country launched a Sports for National Development consortium involving the Uganda Tourism Board and other partners, with tourism promotion and the creation of a lasting tournament legacy among its objectives.

The tourism push also comes as CAF and the three host countries step up commercial preparations for the tournament.

CAF's September commercial roadshow brought together stakeholders from tourism, airlines, banking, telecommunications, technology and other sectors, highlighting opportunities around AFCON 2027.

For Uganda, the timing provides an opportunity to connect the country's football hosting role with its wider tourism ambitions.

The Uganda Tourism Board has already described AFCON 2027 as an opportunity to showcase Uganda's culture, people and tourism offerings to a global audience, while preparations have included destination-marketing initiatives aimed at building international visibility ahead of the tournament.

With AFCON 2027 scheduled across Kenya, Uganda and Tanzania, Uganda's “Explore Uganda” campaign is therefore seeking to turn football traffic into tourism traffic, encouraging supporters who travel for the matches to extend their stay and experience the country beyond the game.