Uganda Showcases Sports Tourism at WTM London Ahead of AFCON 2027

What the report says

Uganda is using the World Travel Market in London to promote itself to tourism investors, travel operators and media as it prepares for AFCON 2027. According to Nile Post, the country wants to turn the football tournament’s international attention into broader tourism gains, encouraging visitors to explore Uganda beyond the event itself.

The Ugandan delegation is being led by State Minister for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu. She is meeting industry stakeholders at the exhibition, while the Uganda Tourism Board, working with the Uganda High Commission in London, has also been holding destination-marketing roadshows in parts of the United Kingdom, including Glasgow, Manchester and Birmingham. Those engagements are aimed at building business links and promoting Uganda’s tourism products.

UTB chief executive Juliana Kagwa said the London exhibition is a chance to convert Uganda’s visibility into commercial opportunities for local operators. The delegation is also promoting the Explore Uganda brand and highlighting a football-themed installation at its stand to draw visitors and start conversations about travel to the country. In addition, Uganda has expanded its exhibition space so more local tourism businesses can meet international buyers.

The effort comes after Uganda’s partnership with the Confederation of African Football ahead of the 2027 tournament, which Uganda will co-host with Kenya and Tanzania. The broader goal, as described by the publisher, is to increase arrivals, lengthen stays and strengthen private-sector links in the tourism industry.