Uganda is preparing to use the 2027 Africa Cup of Nations as a showcase for its tourism industry, after the Uganda Tourism Board (UTB) and the Confederation of African Football (CAF) concluded a partnership agreement that places the “Explore Uganda . The Pearl of Africa” campaign at the center of the tournament’s promotional activities.
Under the deal, UTB has secured Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations Kenya, Tanzania and Uganda (PAMOJA) 2027. The tournament will be co-hosted by the three East African countries from June 19 to July 17, 2027.
The partnership will use broadcast, digital and in-stadium platforms to market Uganda as a destination to supporters, participating teams, officials and international media. The tourism board says its offering ranges from mountain gorilla trekking and adventure activities to cultural heritage tours.
The partnership was launched in Kampala at an event attended by CAF General Secretary Samson Adamu and UTB Chief Executive Juliana Kagwa. Also present were Peter Ogwang, Minister of State for Education and Sports, and Susan Nakawuki Nsambu, Minister of State for Tourism, Wildlife and Antiquities. Deputy Speaker of Parliament Thomas Tayebwa was chief guest.
Adamu welcomed UTB to what he called the “CAF family” on behalf of CAF President Patrice Motsepe and the federation’s Executive Committee. He said the agreement would let Uganda use football’s global popularity to present itself as more than a host nation.
“The AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching,” Adamu said, adding that CAF is working with all three host countries to build ties with the business community ahead of the tournament.
“Biggest tourism marketing opportunity in a generation”
Kagwa described the tournament as the country’s largest tourism marketing opportunity in a generation.
“Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium,” she said. “Uganda is HERE FOR IT, and we welcome the fans, the teams and the world.”
In its own announcement, the board framed the campaign as an invitation to visitors to “Explore Uganda beyond the game and stay for the discovery.” The aim, officials say, is to convert what they call football traffic into tourism traffic by encouraging supporters who travel for matches to extend their stays and return later.
The sponsorship follows other preparations aimed at capitalising on the tournament. Earlier this year, Uganda launched a Sports for National Development consortium that includes UTB and other partners, with tourism promotion and a lasting tournament legacy among its goals. Destination-marketing initiatives aimed at building international visibility have also been under way.
CAF and the host countries have likewise stepped up commercial preparations. A September CAF commercial roadshow brought together stakeholders from tourism, airlines, banking, telecommunications, technology and other sectors to discuss opportunities around the tournament.
CAF says the UTB agreement forms part of a broader strategy to use African football’s appeal to stimulate tourism, encourage investment and create long-term economic opportunities for Uganda and the wider East African region.
