Uganda is stepping up efforts to position itself as a leading sports tourism destination, using the World Travel Market (WTM) London 2026 to attract international visitors, investors and tourism business partnerships ahead of the 2027 Africa Cup of Nations (AFCON).
The country is showcasing its diverse tourism attractions and emerging sports tourism opportunities at the global travel trade exhibition in London, building on its recently launched partnership with the Confederation of African Football (CAF).
The Ugandan delegation, led by State Minister for Tourism, Wildlife and Antiquities, Hon. Suzan Nakawuki, is engaging international travel trade representatives, tourism investors, media and other industry stakeholders to promote the country as a competitive tourism destination.
Uganda’s participation at WTM, which opened on November 4, 2026, follows a week-long destination marketing roadshow organised by the Uganda Tourism Board (UTB) in collaboration with the Uganda High Commission in London.
The roadshow covered Glasgow, Manchester and Birmingham, bringing together Ugandan tour operators and travel trade representatives to showcase the country’s tourism products, establish business connections and stimulate travel to Uganda.
Speaking about Uganda’s participation, Nakawuki said international platforms such as WTM provide an opportunity to increase the country’s visibility and attract more visitors.
“Uganda has exceptional tourism offerings. We are here to invite the world to discover the Pearl of Africa, engage our tourism businesses and explore the many opportunities Uganda offers. With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda’s unique visitor experiences,” she said.
The government is increasingly looking at sports tourism as an additional avenue for attracting international visitors, particularly as Uganda prepares to co-host AFCON 2027 tournament alongside Kenya and Tanzania.
The tournament is expected to provide an opportunity to market Uganda’s wildlife, cultural heritage, adventure tourism and hospitality offerings to football fans travelling to the region.
Uganda Tourism Board Chief Executive Officer Juliana Kagwa said WTM London offers an important platform for converting destination marketing efforts into tangible business opportunities for local tourism operators.
“WTM London is a strategic platform for us to strengthen partnerships and generate business opportunities for our private sector players. Coming on the heels of our roadshows in Glasgow, Manchester and Birmingham, and the launch of our CAF partnership ahead of AFCON 2027, we are building strong momentum for Uganda,” Kagwa said.
“We want football fans, holidaymakers and business travellers alike to see Uganda not simply as a place to visit, but as a destination to explore, experience and return to,” she added.
Uganda’s exhibition stand at this year’s event features a distinctive artistic installation depicting a football pitch, reflecting the country’s ambition to use football’s international appeal to grow its tourism industry.
The installation has attracted attention from visitors and international delegates, providing an interactive talking point around Uganda’s preparations for AFCON 2027 and the opportunities presented by sports tourism.
The Ugandan delegation has also adopted colourful Team Uganda football jerseys as part of its exhibition identity, reinforcing the country’s association with the sport.
Beyond the visual display, Uganda has expanded its exhibition space to accommodate more local tourism operators, giving them greater opportunities to meet international travel buyers, conduct business-to-business engagements, showcase tourism products and establish commercial partnerships.
The participation at WTM builds on Uganda’s recent marketing engagements in the United Kingdom, one of the international markets the country is targeting to increase visitor arrivals.
Through the Glasgow, Manchester and Birmingham roadshows, Ugandan tourism operators engaged travel trade representatives to promote destination packages and explore opportunities for collaboration.
The engagements are intended to strengthen Uganda’s presence in the UK travel market while creating direct business connections between Ugandan tourism companies and international travel sellers.
With the CAF partnership, the upcoming AFCON 2027 tournament and increased participation in international tourism exhibitions, Uganda is seeking to broaden its appeal beyond traditional wildlife tourism.
The strategy is to combine sports, adventure, cultural and nature-based tourism experiences to encourage longer stays, repeat visits and increased spending by international travellers.