Sports and tourism leaders in the country have described the 2027 Africa Cup of Nations (AFCON) as a historic opportunity for Uganda and the wider East African region to market themselves to the world.
Speaking during the 10th Pearl of Africa Tourism Expo (POATE) in Kampala this week, officials from football governing bodies and Uganda’s tourism sector said the tournament could transform the country’s tourism, hospitality, and investment sectors.
The 2027 AFCON tournament will be jointly hosted by Uganda, Kenya, and Tanzania, marking the first time in history that the continental football showpiece will be staged across three East African nations.
Addressing delegates at POATE, CAF Commercial Director Hassan El Kamah said the tournament presents a major platform for tourism and investment promotion.
“Imagine three billion television viewers around the world seeing your brand during AFCON matches,” El Kamah said. “This is the power of AFCON, an incredible platform for investment and tourism growth in Uganda.”
He noted that AFCON has evolved into one of Africa’s strongest economic platforms, with the 2027 edition projected to generate more than $2 billion in combined economic impact across the three host countries.
El Kamah cited the success of AFCON 2025 in Morocco, which attracted more than 66,000 spectators at the final in Rabat and over 97 million viewers on beIN Sports alone.
He also said the 2027 tournament would be unique because of its regional hosting arrangement.
“Our President, Dr. Patrice Motsepe, always says it will be the best in the history of AFCON. Hosting three beautiful countries like Kenya, Uganda, and Tanzania is something special,” El Kamah said.
He challenged Uganda’s private sector players, including airlines, hotels, tour operators, and entertainment companies, to begin preparations early.
“The window to build something worth visiting is real,” he said. “But it won’t stay open forever.”
Qualification announcements for the tournament are expected in September 2026, when the 24 participating teams will be confirmed.
FUFA Vice President Dr. Taibu Azar said the tournament offers Uganda an unprecedented chance to showcase its identity beyond football.
“Football has always been Uganda’s heartbeat,” she said. “AFCON 2027 gives us the greatest stage we have ever had to show the world who we are not only as a football nation, but as a destination.”
“When those fans arrive, they will find a country that is warm, beautiful, and unlike anywhere else on the continent. We are ready, and we are excited,” Dr. Azar added.
She revealed that FUFA has already been working with the Uganda Tourism Board to diversify Uganda’s tourism products ahead of the tournament.
“We have been working with Uganda Tourism Board since last year to identify ways we can diversify our product beyond wildlife and use this tournament to drive visibility and attract investments into music, hospitality, culture, and many others,” she said.
UTB Chief Executive Officer Juliana Kagwa described AFCON 2027 as “our single biggest tourism marketing opportunity in a generation.”
According to Kagwa, the tourism board plans to encourage football fans visiting Uganda to explore the country’s wider tourism attractions, including gorilla trekking, the Source of the Nile, and cultural experiences in Kampala.
“They come for the game, they stay for the Pearl of Africa,” Kagwa said.
She added that UTB is seeking destination partner marketing rights for AFCON as part of efforts to position Uganda more prominently on the global tourism map.
