Uganda is making a bold play for the global sports tourism market, using one of the world's largest travel trade gatherings to draw international visitors ahead of the 2027 Africa Cup of Nations, which the East African nation will co-host alongside Kenya and Tanzania.
At the World Travel Market in London, Ugandan officials are presenting the country's attractions to travel operators, investors and industry leaders from around the globe. The delegation is led by Suzan Nakawuki, the state minister for tourism, who said the timing could not be better.
Football as a Gateway
The push builds on a newly announced partnership between the Uganda Tourism Board and the Confederation of African Football. The arrangement is designed to harness the huge international following of African football to spotlight Uganda's tourism offerings.
Nakawuki explained that the goal is to turn football fever into lasting visitor interest. "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 minister was joined at the expo by Doreen Katusime, permanent secretary at the tourism ministry, Ambassador Richard Kabonero, who leads the economic and commercial diplomacy programme, and Patricia Kabuleeta, minister counsellor at the Uganda High Commission in London. Juliana Kagwa, chief executive of the Uganda Tourism Board, was also on hand, meeting with travel industry players from the United Kingdom.
Beyond the Tournament
Uganda's strategy extends well past the final whistle. Officials want the tournament to serve as a launchpad for year-round tourism, positioning the country as a destination for leisure, business travel and sporting events alike.
The World Travel Market brings together tourism businesses and destination marketers from across the world each year, offering smaller markets a rare chance to compete for attention alongside established travel giants. For Uganda, the expo is a platform to forge partnerships with international tour operators and investors who can help expand its footprint in key source markets.
- Uganda is co-hosting AFCON 2027 with Kenya and Tanzania.
- The country has partnered with CAF to promote tourism through football.
- A high-level delegation is courting UK travel operators at WTM London.
- Officials aim to attract visitors before, during and after the tournament.
With the continental showpiece still more than a year away, Ugandan officials are wasting no time. The message they are carrying to London is clear: the football will bring the crowds, but the country's landscapes, wildlife and culture are what will make them stay.
