Uganda secured a major platform to market itself to the world ahead of the TotalEnergies CAF Africa Cup of Nations (AFCON) PAMOJA 2027. Through a partnership with the Confederation of African Football (CAF), the Uganda Tourism Board (UTB) secured Official Destination Sponsor rights, giving the country an opportunity to showcase its tourism attractions, cultural heritage and hospitality to audiences across the world.

The agreement came at a significant time for Uganda’s destination marketing efforts. Over the past few years, the Explore Uganda - The Pearl of Africa brand has been taken to international markets across Europe, Africa and other parts of the world through tourism exhibitions, destination campaigns and partnerships. The CAF platform now offers another opportunity to reinforce that message, but on a much larger and more sustained scale.

Under the agreement, the Explore Uganda brand will feature across CAF’s broadcast, digital and in-stadium platforms during the tournament, which will be jointly hosted by Uganda, Kenya and Tanzania from 19 June to 17 July 2027. This means Uganda will not only be seen by people attending matches in the host countries.

The brand will also reach millions of viewers following the tournament through television and digital platforms. And the power of football is that its audience is not limited to a particular profession, age group or social class. It brings together corporate audiences, ordinary households, young people, travellers and people who may not even follow football closely but will still be interested in knowing more about the countries hosting the tournament.

_{Samson Adamu (CAF) and Juliana Kagwa (UTB) launch partnership}

For Uganda, this presents an opportunity to move beyond simply being seen as a football host and become a destination people want to experience. Every appearance of the Explore Uganda brand will create another opportunity to introduce the country to potential visitors. Some visitors may arrive early for the matches or extend their stay to experience Uganda. The destination information and experiences to be promoted alongside it will encourage people to take the next step. Search for Uganda, make enquiries, plan a trip and eventually visit.

The opportunity, therefore, is not just about the number of people who will see the brand. It is about what Uganda can do with that attention and how effectively the visibility can be converted into actual visits, bookings, partnerships and investment.

A partnership with wider economic opportunities

The partnership was officially launched at the Kampala Marriott Hotel on 30 October 2026, in the presence of CAF General Secretary Samson Adamu, UTB Chief Executive Officer Juliana Kagwa, Minister of State for Education and Sports Hon. Peter Ogwang, State Minister for Tourism, Wildlife and Antiquities Hon. Susan Nakawuki, and Chief Guest Rt. Hon. Thomas Tayebwa, Deputy Speaker of Parliament.

Speaking at the launch, Adamu welcomed Uganda to the CAF family and described AFCON as an opportunity for the three host countries to market themselves to a global audience estimated at more than three billion viewers. He also emphasised the potential for the tournament to strengthen business relationships across the region.

Juliana described AFCON as the biggest tourism marketing opportunity Uganda has had in a generation. She noted that while football will bring visitors, the tournament will also give many of them a reason to discover Uganda beyond the stadiums, explore its wildlife, culture, food and people, stay longer and return.

The opportunity extends well beyond tourism businesses. Tour operators can develop packages that combine match experiences with gorilla trekking, wildlife safaris, cultural tours and city experiences. Accommodation providers, transport companies and destination managers can work together to make it easier for visitors to move around the country. There is also room for partnerships between businesses in Uganda, Kenya and Tanzania to create regional travel packages for fans who may want to experience more than one host country.

But tourism is a multiplier, and the benefits can reach businesses that may not immediately identify themselves as part of the tourism industry.

Restaurants, food vendors, fashion designers, artists, photographers, videographers, event organisers, technology innovators, media houses, digital content creators, security companies, suppliers and traders can all find opportunities around the tournament. Young people can also identify gaps in the market and develop products, services and platforms that respond to the needs of visitors and local audiences. The important thing is for businesses and individuals to start positioning themselves early, building partnerships and thinking beyond the matches themselves.

Three countries, one regional opportunity

AFCON PAMOJA 2027 also gives Uganda, Kenya and Tanzania an opportunity to strengthen regional tourism connections. The three countries are not simply hosting separate matches, they are jointly welcoming Africa and the world. The tournament can give more practical meaning to ongoing efforts to ease movement across borders and improve regional connectivity. A supporter travelling to Kampala for a match could extend their trip to Nairobi or Zanzibar. Someone visiting Kenya could add Uganda to their itinerary for a gorilla trekking experience or a wildlife safari.

_{Murchison Falls National Park, nearest attraction to Hoima City Stadium}

This creates room for the three destinations to complement one another rather than compete for the same visitor. Better connections, coordinated travel experiences and stronger partnerships between tourism businesses can help visitors experience East Africa as one connected region. The name PAMOJA, meaning together, reflects this shared opportunity.

Preparations are building the momentum

The CAF-UTB partnership adds to the preparations already taking shape across the three host countries. In Uganda, work is progressing on key sporting facilities, including the Akii-Bua Olympic Stadium in Lira and the renovations at Mandela National Stadium, while Hoima City Stadium has already been completed and commissioned. Training facilities are also being prepared in different parts of the country.

Infrastructure beyond the stadiums is part of the wider preparations. Kabalega International Airport, near Hoima City Stadium, is among the developments to support increased movement into the region. Roads, accommodation facilities and other supporting infrastructure are also receiving attention.

Kenya and Tanzania are undertaking their own preparations, including developments around Talanta Sports City in Kenya and Fumba Stadium in Zanzibar, alongside improvements to supporting infrastructure.

The excitement is also becoming more visible through the Uganda Cranes' qualification campaign, with matches already drawing attention to the country's preparations and its role as one of the tournament hosts. These moments help build public interest while giving Uganda opportunities to demonstrate its readiness to welcome visiting teams and supporters.

A platform for what comes next

The tournament will eventually come to an end, but the value of the partnership and the investments made in preparation should extend beyond the final whistle. Uganda has an opportunity to use the global attention to strengthen its destination brand, attract more visitors, create business opportunities and position itself to host other major international events.

The task now is to ensure that the visibility is supported by well-packaged experiences, accessible travel information, strong partnerships and businesses ready to receive visitors. The more effectively these efforts are coordinated, the greater the opportunity to turn the attention generated by AFCON into lasting benefits.

Uganda is preparing to host Africa, but the ambition goes beyond the stadiums. It is about showcasing the Pearl of Africa, opening up opportunities for Ugandans and strengthening East Africa as a destination.

Uganda is HERE FOR IT. Explore Uganda - The Pearl of Africa.