The Uganda Tourism Board (UTB) has signed an official partnership with the Confederation of African Football (CAF), positioning the “Explore Uganda” brand before a projected 3.6 billion global TV viewers.
Announced in Kampala on Friday, October 30, 2026, the deal aims to leverage the 2027 Africa Cup of Nations (AFCON) to skyrocket Uganda’s visitor numbers from 1.6 million to over 5 million by 2030.
UTB will use the tournament to market Uganda’s unique wildlife, diverse culture, and local hospitality under the theme: “Explore Uganda beyond the game and stay for the discovery.”
Building on the 2025 AFCON in Morocco—which drew a staggering 3.2 billion cumulative viewers and saw a 95% surge in commercial revenue—the 2027 East African edition is projected to reach up to 3.6 billion viewers.
The tournament, officially branded AFCON Pamoja 2027, will run from June 19 to July 17, 2027, co-hosted alongside Kenya and Tanzania.
The unveiling ceremony drew heavy financial and political backing from top government officials:
Deputy Speaker Thomas Tayebwa commended UTB for the aggressive move, stating that football and tourism are natural partners, and pledged to lobby Parliament for more sector funding to drive tenfold economic growth.
“I want to congratulate UTB for waking up, and I pray you remain awake. You are taking us where we should have been years ago. That is how tourism will contribute to the tenfold growth,” Tayebwa said. “Market tourism to the right people. Our job will be to lobby for money.”
According to Tayebwa, football and tourism are natural partners.
UTB CEO Juliana Kagwa described AFCON 2027 as Uganda’s biggest tourism marketing window in a generation, urging the hospitality sector to ensure fans stay longer and return after the final whistle.CAF General Secretary Samson Adamu emphasized that AFCON is a massive platform for local economies, businesses, and communities, noting that the exposure will make it easy to convert football fans into lifelong tourists.
UTB said the sponsorship would provide an opportunity to showcase Uganda’s attractions before a global audience during the tournament.
“This partnership presents an exciting opportunity to showcase Uganda’s rich tourism offerings, vibrant culture and unforgettable experiences to Africa and the world,” UTB said. “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.”
“This is our time. Explore Uganda will play a pivotal role in delivering AFCON 2027. We must get ready to welcome the world. We are ready,” said Kagwa.
She described AFCON 2027 as Uganda’s biggest tourism marketing opportunity in a generation, saying football fans should be encouraged to stay longer and return after the competition.
“Football will bring visitors,” she said, adding that the tournament will allow fans to discover Uganda’s wildlife, culture, food and people.
The agreement is expected to help Uganda convert football-related travel into wider tourism activity, encouraging visiting supporters, teams and other guests to explore national parks, cultural sites and other attractions.
CAF confirmed the partnership, saying Uganda will be promoted as a leading African tourism destination during the tournament, officially branded AFCON Pamoja 2027.
“AFCON means much more than football. It brings people together, businesses and local communities. Football is the right platform,” Adamu said, noting that it will be easy to convince visitors to return.
Adamu said the 2025 AFCON tournament in Morocco registered a cumulative television audience of 3.2 billion and a 95% increase in commercial revenues, highlighting the potential international exposure available to Uganda through the 2027 championship. The 2027 edition is projected to reach up to 3.6 billion viewers.
“We believe that Uganda will have more than 5 million visitors by 2030, compared to the current 1.6 million. Through this partnership, Uganda Tourism Board will be able to leverage the global popularity of football to position Uganda not only as a host nation but as a tourism destination,” he said.
The championship, scheduled for June 19 to July 17, 2027, will be the first Africa Cup of Nations jointly hosted by the three East African countries.
State Minister for Tourism Nakawuki said the expected TV audience and promotions should be followed by action.
“This is an opportunity to cement our tourism proposition. Let’s use this opportunity to attract more people to Uganda,” she said.
What’s Next: With the agreement signed, the Ministry of Tourism and UTB are shifting focus toward regional readiness, upgrading domestic infrastructure, and creating tailored tourism packages for the influx of visiting fans and teams.
