KAMPALA. Uganda wants supporters arriving for the 2027 Africa Cup of Nations to leave with reasons to return long after the final whistle.
That ambition underpins Uganda Tourism Board’s partnership with Caf, which gives the country official destination sponsorship rights for the tournament.
UTB chief executive Juliana Kagwa describes Afcon as “the biggest tourism marketing opportunity Uganda has had in a generation”.
Her vision extends to supporters discovering Uganda’s wildlife, culture, food and people, extending their stays and returning for subsequent visits.
The opportunity raises a practical challenge for tourism authorities; making those experiences accessible to visitors whose immediate priority will be football.
Match schedules will shape supporters’ movements, making the availability, pricing and convenience of excursions important to any effort to extend their visits.
Turning exposure into business
Caf general secretary Samson Adamu said the partnership would position Uganda “not only as a Host Nation but as a tourism destination”.
The agreement provides promotional opportunities through broadcast, digital and stadium platforms, placing Uganda’s attractions before audiences following the competition.
For hotels, restaurants, transport providers and tour operators, the commercial test will be whether that visibility translates into bookings and spending.
Measuring success will consequently require more than counting promotional appearances, Length of stay, visitor spending and subsequent return trips would offer clearer indicators.
There is also a geographical question; how widely can the benefits spread if supporters spend most of their time around match venues?
Connecting football itineraries with attractions elsewhere would give businesses beyond the host cities a stronger opportunity to participate.
However, Caf’s announcement does not disclose the agreement’s financial value, visitor targets or specific tourism packages for travelling supporters.
Afcon offers Uganda a window to attract attention, Its lasting tourism value will depend on the experiences visitors can book, enjoy and recommend.