Uganda: Uganda Puts Football At the Centre of Its London Pitch

What the report says

Uganda is using the World Travel Market in London to promote itself not only as a leisure destination, but also as a place that can attract football-related travel. According to The Independent (Kampala), the country is highlighting its tourism assets and emerging sports tourism offer at the major trade fair, with a display designed around a football pitch to reflect that message.

The Ugandan delegation is led by State Minister for Tourism, Wildlife and Antiquities Suzan Nakawuki. She and other officials are meeting travel industry representatives, investors and media in London to build visibility for the destination and encourage more partnerships. The story says the effort follows a recent tourism push tied to Uganda’s partnership with the Confederation of African Football and destination roadshows in the United Kingdom.

The article also notes that the Uganda Tourism Board organized a week-long marketing roadshow in Glasgow, Manchester and Birmingham before the London event, where local tour operators met travel trade contacts and promoted their services. Tourism Board chief executive Juliana Kagwa said the aim is to convert international interest into business for the private sector.

The broader context is Uganda’s attempt to use upcoming major football events, including AFCON 2027, to draw in fans as well as traditional holidaymakers. That strategy matters because it links tourism promotion with sports branding, potentially widening the market for the country’s visitor economy.