Uganda’s AFCON bet aims to turn football fans into lifelong tourists

What the report says

Uganda is trying to use the 2027 Africa Cup of Nations to boost its tourism profile and turn visiting football supporters into longer-term travelers, according to The Observer. The country will co-host the tournament with Kenya and Tanzania from June 19 to July 17, 2027, and officials see the event as a chance to market Uganda as a major destination beyond the stadiums.

The report says the Uganda Tourism Board and the Confederation of African Football launched a marketing partnership on Friday, October 30, 2026, at the Marriott Hotel in Kampala. The signing was attended by senior figures including Deputy Speaker of Parliament Thomas Tayebwa, State Minister for Sports Peter Ogwang, State Minister for Tourism Susan Nakawuki Nsambu, and CAF General Secretary Samson Adamu. Under the agreement, Uganda’s “Explore Uganda” brand will appear across CAF platforms.

According to the article, CAF said the tournament could give Uganda exposure to more than three billion people worldwide. Ugandan officials argued that this visibility should translate into bookings and visits, not just television audiences. Tayebwa pointed to his own travel experience in Egypt to illustrate how sports trips can lead to spending on cultural and historical attractions.

The story says the tourism board is also preparing local businesses for the event, including tour operators, hotels, transport providers, restaurants and vendors. Officials want the tournament to support wider economic activity and encourage visitors to explore sites such as Bwindi, the River Nile and Queen Elizabeth National Park.