When the Africa Cup of Nations 2027 kicks off across East Africa, Uganda will not just be hosting football; the Pearl of Africa will be staging one of the most significant tourism opportunities in its history.
From packed hotels in Kampala to tour vans snaking through national parks, the tournament is shaping up as a multi-sector economic catalyst. Government agencies, economists, and tourism players are increasingly aligned, all with the belief that AFCON 2027 could redefine Uganda’s position on the global tourism map if the country plays its cards right.
Globally, sports tourism is booming, and Uganda cannot afford to stay behind.
According to a 2023 Football and Tourism report by the Makerere University-based Economic Policy Research Centre (EPRC), the sector is growing at 12% annually, with an estimated $1.7 trillion economic impact, of which football tourism accounts for nearly 40%.
For Uganda, which earned just over $1 billion from tourism in 2023, AFCON presents a rare chance to scale up rapidly.
The Uganda Tourism Board is targeting three million international visitors by 2027, up from about 1.27 million in 2023, banking heavily on AFCON and related events.
“By 2027, we want to hit the three million visitor mark,” said Julian Kaggwa, CEO of the Uganda Tourism Board, who also described the tournament as a tipping point for sustainable tourism.
The immediate winners are expected to be hotels, restaurants, and entertainment venues. AFCON tournaments historically attract hundreds of thousands of fans, alongside teams, officials, and global media.
In Morocco’s 2025 edition, for example, over 1 million foreign visitors generated about $1.2 billion in tourism spending, a benchmark East Africa will be keen to replicate or exceed.
Industry analysts note that this is where the real multiplier effect lies. As Dr. Joseph Kizza, Senior Economist at EPRC, observes:
“The influx of visitors will stimulate local economies, create jobs, and increase revenues for small businesses,” he said.
AFCON is also a global marketing campaign—one Uganda does not have to pay for. With international broadcasters and media camping in host cities, Uganda’s landscapes, culture, and investment potential will be beamed worldwide.
“The tournament is a unique chance to showcase Uganda’s culture, wildlife, and investment potential to millions across the globe,” said Hon. Tom Butime, Minister of Tourism, Wildlife and Antiquities.
Tourism experts say the exposure could reposition Uganda beyond its traditional wildlife niche into a broader experience economy, adventure tourism, cultural tourism, and urban tourism.
“AFCON is not just sport, but a platform to highlight the region’s diverse culture, unparalleled hospitality, and untapped potential, ” Mr Sam Kutesa,a tourism consultant, notes.
AFCON 2027 is accelerating unprecedented investments by the government in roads, airports, and stadiums, which are key enablers of tourism. Upgrades to facilities such as Mandela National Stadium, alongside new infrastructure in Hoima City and Lira, are expected to leave a lasting legacy.
Transport systems will see increased demand as fans move between cities and countries, potentially unlocking long-discussed projects like regional air connectivity and seamless travel under a joint East African visa.
“Improved infrastructure for AFCON will not only serve the tournament but provide lasting benefits for tourism and trade,” said Eng. James Tumwine, Director of Uganda Civil Aviation Authority.
Perhaps the most transformative impact will be felt at the household level, as economists argue that AFCON’s value chain extends far beyond formal tourism players.
“There are opportunities for everyone, from a tomato farmer in Kasese to a taxi driver at Entebbe airport, that will emerge during and after the tournament,” said Dr. Charles Nabaggala, Lead Economist at Uganda Investment Authority.
Food supply chains, craft markets, boda-boda riders, and informal traders will all tap into increased demand. Tourism, which already contributes about 6% to Uganda’s GDP, is projected to rise to 10% in the medium term, driven partly by AFCON.
Yet, the opportunity is not guaranteed. Kenya and Tanzania currently outperform Uganda in tourism, each attracting over 2.5 million visitors annually, compared to Uganda’s roughly 1 million.
Without aggressive marketing, infrastructure readiness, and service quality improvements, analysts warn Uganda could miss out on the biggest share of visitor spending.
“These remain meaningless numbers if we cannot claim our share,” cautioned Dr. Joseph Kizza of EPRC, highlighting the need for urgent preparation.
Ultimately, AFCON 2027 is less about one month of football and more about long-term positioning. If executed well, Uganda stands to gain a stronger global tourism brand, increased foreign exchange earnings, expanded infrastructure, a more vibrant hospitality industry, and higher household incomes across sectors.
More importantly, it could unlock a new identity, one where Uganda is not just the “Pearl of Africa,” but a competitive, must-visit destination on the global stage.
“AFCON is the moment the world turns its eyes to Uganda. What we do with that attention will define our tourism future for decades,” Juliana Kaggwa.
About UShs. 37.85 billion is also being invested in marketing and promoting “Destination Uganda” as part of the tournament branding.