Uganda has secured an international tourism marketing opportunity after the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) signed a partnership agreement at Marriott Hotel in Kampala to showcase the country’s tourism attractions during the 2027 Africa Cup of Nations (AFCON).
The agreement, announced on 30 October 2026 in Kampala, grants Uganda Tourism Board Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027, which is due to take place from the 19th June to 17th July, 2027 co-hosted by three East African Countries such as Uganda, Kenya and Tanzania.
The CAF and UTB partnership will use the international popularity of African football to promote Uganda as a tourism destination, reaching football supporters, participating teams, officials, international media and other visitors expected for the continental competition.
Explore Uganda Brand to Gain International Exposure
Under the agreement, Uganda’s tourism brand, Explore Uganda; The Pearl of Africa, will feature in AFCON 2027’s international promotional activities through television broadcasts, digital platforms and in-stadium visibility.
This will provide an opportunity to showcase Uganda’s wildlife, cultural heritage, hospitality, food and natural attractions to audiences across Africa and beyond.
CAF General Secretary Samson Adamu, who attended the partnership launch, said the agreement would enable Uganda to use football’s global popularity to position itself not only as a tournament host but also as an attractive tourism destination.
He noted that AFCON 2027 would provide East Africa with an opportunity to promote its tourism potential to a global audience estimated at more than three billion people.
CAF and UTB Partnership Targets Tourism Growth Beyond Football
Uganda Tourism Board Chief Executive Officer, Juliana Kagwa described the partnership as a major opportunity for the country’s tourism industry, encouraging visitors to discover Uganda beyond the football stadiums.
The board intends to use the tournament’s international visibility to encourage football supporters and players to extend their stays, explore the country’s attractions and potentially return for future holidays.
Uganda’s tourism offerings include mountain gorilla trekking in Bwindi Impenetrable and Mgahinga Gorilla National Parks, chimpanzee tracking in Kibale National Park and Budongo Forest Reserve, wildlife safaris in Queen Elizabeth National Park and spectacular landscapes at Murchison Falls National Park.
Other attractions include the Source of the Nile, Lake Victoria, cultural heritage sites and adventure experiences across the country.
CAF and UTB Partnership to strengthen East African Tourism Cooperation
The 2027 tournament will be jointly hosted by Uganda, Kenya and Tanzania under the PAMOJA arrangement, creating an opportunity to promote East Africa as a regional tourism destination.
Beyond football, the three countries offer complementary tourism experiences, including Uganda’s mountain gorilla trekking and wildlife safaris, Kenya’s renowned wildlife destinations such as Maasai Mara National Reserve, and Tanzania’s Serengeti and Indian Ocean attractions.
Explore Uganda Beyond AFCON 2027
As preparations for AFCON 2027 continue, Uganda is positioning its tourism industry to welcome football supporters and travelers interested in discovering the country’s natural and cultural heritage.
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