Deputy Speaker of Parliament Thomas Tayebwa has urged Uganda to use the 2027 Africa Cup of Nations (AFCON) to promote its tourism potential, attract investment and create employment opportunities.
Tayebwa said hosting the continental tournament alongside Kenya and Tanzania presents Uganda with an extraordinary opportunity to market itself to Africa and the rest of the world.
“Our message is simple: Come for AFCON, discover Uganda, and leave with memories that will bring you back,” Tayebwa said.
He was speaking on Friday during the signing of a marketing rights agreement between the Confederation of African Football (CAF) and the Uganda Tourism Board (UTB), which secured Uganda Official Destination Sponsor rights for AFCON 2027.
The tournament, officially known as TotalEnergies CAF AFCON PAMOJA 2027, will run from June 19 to July 17, 2027.
Tayebwa challenged tourism operators and private sector partners to develop attractive packages combining football with wildlife safaris, cultural experiences, adventure tourism and visits to Uganda’s cities and communities.
He emphasised that Uganda’s ambition should go beyond hosting matches, arguing that the country must ensure visitors explore its attractions, experience its culture and potentially return for future visits.
“Our visitors should not simply arrive, watch their favourite teams and depart. We want them to explore our destinations, taste our food, experience our cultures, enjoy our music and festivals, and discover the many attractions that make Uganda unique,” he said.
The Deputy Speaker also pledged Parliament’s support through policies, legislation and resource mobilisation to strengthen Uganda’s preparations for the tournament.
He further called for collaboration between government, the private sector, tourism stakeholders and football associations to ensure the country delivers a memorable experience for visitors.
Meanwhile, CAF General Secretary Samson Adamu said the partnership would allow Uganda to leverage football’s global popularity to position itself as both a host nation and a tourism destination.
“AFCON 2027 will give East Africa a unique opportunity to market itself to the over three billion people globally who will be watching AFCON,” Adamu said.
UTB Chief Executive Officer Juliana Kagwa described the tournament as the biggest tourism marketing opportunity Uganda has had in a generation.
She clarified that while the Local Organising Committee (LOC) is responsible for delivering the tournament, UTB’s mandate is to market Uganda as a destination.
The board will connect match days to tourism experiences across the country, encouraging fans to explore Uganda’s wildlife, culture, food and people.
Kagwa also revealed that UTB will roll out its HERE FOR IT campaign in the coming weeks and work with tourism operators to prepare attractive experiences for visitors.
She said Uganda was making progress in its preparations, with Hoima City Stadium already completed and commissioned, while work on other venues was in its final stretch.
Under the agreement, the Explore Uganda – The Pearl of Africa brand will feature in AFCON 2027’s global promotional activities through broadcast, digital and in-stadium platforms.
The partnership is expected to help stimulate tourism, attract investment and create long-term economic opportunities beyond the tournament.
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