Uganda promoted sports tourism at the World Travel Market (WTM) London 2026, which opened on November 4, 2026, linking its campaign to the upcoming Africa Cup of Nations (AFCON) 2027. The Ugandan delegation was led by State Minister for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu. The country recently established a partnership with the Confederation of African Football (CAF) ahead of AFCON 2027 to boost international visibility among the travel trade and investors.
UK Destination Marketing Roadshow Boosts Visibility
The Uganda Tourism Board (UTB), in collaboration with the Uganda High Commission in London, conducted a week-long destination marketing roadshow across Glasgow, Manchester, and Birmingham. This outreach
featured Ugandan tour operators and travel trade representatives working to promote Uganda’s tourism products, facilitating business connections and enhancing the country’s profile in the UK market.
Football Pitch Installation Showcases Sports Tourism
At WTM London 2026, Uganda expanded its exhibition space to accommodate more local tourism operators and displayed an artistic installation of a football pitch. This installation symbolized Uganda’s strategy to leverage football’s global appeal in harnessing sports tourism ahead of AFCON 2027.
Minister and UTB CEO Highlight Tourism Opportunities
State Minister Susan Nakawuki Nsambu highlighted Uganda’s distinctive tourism offerings and the opportunity to engage football audiences with sports tourism linked to AFCON 2027. She said, “Uganda has exceptional tourism offerings. We
are here to invite the world to discover the Pearl of Africa… With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda’s unique visitor experiences.” UTB Chief Executive Officer Juliana Kagwa stated, “WTM London is a strategic platform for us to strengthen partnerships and generate business opportunities for our private sector players.” Kagwa added, “We want football fans, holidaymakers and business travellers alike to see Uganda not simply as a place to visit, but as a destination to explore, experience and return to.”
AFCON 2027 to Drive Tourism Growth
AFCON 2027 is scheduled from June 19 to
July 17, 2027, and will be co-hosted by Uganda, Kenya, and Tanzania. Uganda aims to translate the attention from this major continental football event into increased tourist arrivals, longer stays, and broader economic opportunities for its tourism sector. The country’s participation at WTM London 2026 and the related UK roadshows contribute to building sustained momentum ahead of the tournament.
