By Felix Oketcho
The Uganda Tourism Board (UTB) has formalised a collaborative arrangement with the Federation of Uganda Football Associations (FUFA) aimed at using the national football team, the Uganda Cranes, to promote the country’s “Explore Uganda” tourism brand internationally.
The partnership was unveiled on Tuesday, December 16, at the UTB headquarters by UTB Chief Executive Officer Juliana Kagwa alongside FUFA Second Vice President Dr. Taibu Azah. It becomes operational immediately, coinciding with the Uganda Cranes’ pre-tournament training camp currently underway in Casablanca, Morocco.
Through this collaboration, UTB and FUFA plan to capitalise on the Uganda Cranes’ participation in continental competitions to market Uganda’s diverse tourism offerings to audiences beyond its borders. The initiative seeks to elevate the team’s role beyond football, positioning the Cranes as symbols of national pride and influential promoters of Uganda as an attractive global destination.
The partnership is structured to deliver long-term results and will roll out in four phases, ranging from immediate activation to short-, medium-, and long-term implementation. In the initial stage, UTB will focus on rolling out a robust activation plan around the Morocco tournament. Planned activities include cultural exhibitions, fan engagement zones, public watch parties, and organised fan caravans in both Uganda and Morocco.
Speaking at the announcement, Ms. Kagwa described the partnership as a strategic opportunity to harness the global appeal of football to strengthen Uganda’s international profile. She noted that the sport’s wide following offers an effective platform to showcase the country’s natural beauty, culture, and investment potential, adding that the initiative will help position Uganda as a destination of choice for tourists, investors, and sports fans alike.
Although the Morocco campaign is the immediate focus, the collaboration is designed to serve broader future objectives. By leveraging high-visibility sporting events now, UTB aims to refine its destination marketing approaches ahead of major competitions, including the Africa Cup of Nations (AFCON) in 2027.
Dr. Taibu Azah echoed the importance of the partnership, saying it reinforces the strong link between sports and tourism promotion. She explained that as the Uganda Cranes compete in Morocco, they will do so carrying the nation’s tourism identity, with FUFA offering its platforms to amplify the reach and influence of the “Explore Uganda” campaign.
Uganda’s tourism centers on its incredible biodiversity, offering unique wildlife encounters like mountain gorilla trekking in Bwindi, safaris in Queen Elizabeth & Murchison Falls parks, thrilling Nile adventures in Jinja (rafting, bungee), and rich cultural experiences with 56+ tribes, making it a top destination for nature, adventure, and cultural immersion in East Africa. Promoted by the Uganda Tourism Board the sector is recovering strongly post-pandemic, focusing on sustainable tourism, diverse offerings, and enhanced facilities