Come for Football, Stay for Tourism: Uganda Signs CAF Deal Ahead of AFCON 2027

Uganda has secured a major tourism marketing opportunity ahead of the 2027 Africa Cup of Nations after the Uganda Tourism Board (UTB) officially signed a partnership agreement with the Confederation of African Football (CAF) on Friday, October 30, 2026.

The agreement, signed during a press conference at the luxurious Marriott Hotel in Kampala, makes Uganda Tourism Board the first official destination sponsor of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027.

With 232 days remaining before the tournament kicks off, CAF and UTB intend to use the popularity of African football to tell Uganda’s tourism story to millions of supporters across Africa and around the world.

AFCON 2027 will be co-hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027. The tournament will mark the return of the continental showpiece to East Africa for the first time since 1976, when Ethiopia hosted the competition. The upcoming edition will also feature an expanded 28-team format.

The partnership was launched in Kampala, with CAF General Secretary Samson Adamu joined by UTB Chief Executive Officer Juliana Kagwa, Minister of State for Sports Peter Ogwang, Minister of Tourism, Wildlife and Antiquities Tom Butime, and the Chief Guest, Deputy Speaker of Parliament Thomas Tayebwa.

Under the agreement, Uganda has secured Official Destination Sponsor rights, providing the country with a major international platform to showcase its tourism attractions, cultural heritage and hospitality.

The partnership will position the “Explore Uganda – The Pearl of Africa” brand at the centre of AFCON 2027’s global promotional activities through broadcast, digital and in-stadium platforms.

The initiative forms part of a wider strategy to use the power of African football to stimulate tourism, encourage investment and create long-term economic opportunities for Uganda and the wider East African region.

CAF General Secretary Samson Adamu welcomed Uganda Tourism Board to the CAF family, emphasising the opportunity to use football’s global popularity to market Uganda beyond its role as a host nation.

“On behalf of the CAF President Dr Patrice Motsepe and our CAF Executive Committee, I would like to welcome Uganda Tourism Board to the CAF family. Through this partnership, Uganda Tourism Board will be able to leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination.

“The AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching the AFCON. CAF is working closely with Uganda together with Kenya and Tanzania to build strong ties with the business community ahead of the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027,” Adamu said.

UTB Chief Executive Officer Juliana Kagwa described the agreement as a significant milestone for Uganda’s tourism industry, calling on the country to begin preparing for the tournament well in advance.

“The brand of tourism has immensely evolved, and we are happy to have CAF sign a contract of partnership with us. This is our time, and we must get ready to host AFCON. We need to start speaking AFCON now to have a successful campaign in 2027. After the tournament, they’ll stay for our wildlife, culture, heritage and more,” Kagwa said.

In her official remarks, Kagwa described AFCON 2027 as the biggest tourism marketing opportunity Uganda has had in a generation.

“By signing this agreement with CAF, the Uganda Tourism Board secures a platform to showcase Uganda to Africa and the world. Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium, explore our wildlife, culture, food and people, stay longer and return for more. Uganda is HERE FOR IT, and we welcome the fans, the teams and the world,” she added.

She concluded by challenging Ugandans to reflect on their individual contribution towards making the tournament a success, asking: “What’s your role in AFCON 2027?”

Deputy Speaker of Parliament Thomas Tayebwa also welcomed the partnership, describing it as an important milestone in Uganda’s preparations for the tournament and an opportunity to strengthen the country’s international profile.

Tayebwa noted that football has grown beyond being just a sport into a global industry that creates jobs, stimulates investment, supports businesses and provides opportunities for young people.

He recalled how many Ugandans grew up playing football in their neighbourhoods, sometimes using balls woven from natural fibres known locally as a kalele, adding that the sport has always been part of the country’s social fabric.

He emphasised that Uganda’s ambition should go beyond hosting football matches, urging the country to use AFCON 2027 to showcase its natural beauty, cultural diversity and hospitality.

“Our message is simple: Come for AFCON, discover Uganda, and leave with memories that will bring you back,” Tayebwa said.

He further stressed the importance of adequate preparations in infrastructure, transport, accommodation, hospitality services, security and the overall visitor experience.

Tayebwa said Parliament recognised its responsibility to support the policies, legislation and resource mobilisation required to strengthen Uganda’s capacity to host major international events.

He also called on tourism operators and private-sector partners to develop attractive packages for African football fans, combining the tournament with wildlife safaris, cultural experiences, adventure tourism and visits to Uganda’s cities and communities.

The Deputy Speaker urged stakeholders to ensure that visitors receive quality services, fair prices, reliable information and a welcoming experience throughout their stay.

He also emphasised that the benefits of AFCON should extend to ordinary Ugandans, particularly young people, through employment, entrepreneurship, skills development and business opportunities.

“The success of this initiative will ultimately be measured not only by the visibility Uganda receives during the tournament, but also by the number of visitors we attract, the businesses we support, the jobs we create and the lasting relationships we establish with travellers who discover our country,” Tayebwa noted.

He called upon government institutions, the private sector, tourism stakeholders, football associations and the wider public to embrace the opportunity and contribute towards making Uganda a memorable destination during the tournament.

With the CAF partnership now in place, Uganda has an opportunity to turn the excitement surrounding AFCON 2027 into a lasting tourism and economic legacy.

The message to the world is clear: come for the football, explore the Pearl of Africa, experience its wildlife, culture, food and hospitality, and leave with a reason to return.