The Confederation of African Football (CAF) and the Uganda Tourism Board (UTB) have concluded a partnership agreement that will promote Uganda’s tourism attractions, cultural heritage and hospitality to a global audience during the 2027 Africa Cup of Nations.

The agreement grants Uganda Tourism Board Official Destination Sponsor rights for the TotalEnergies CAF Africa Cup of Nations PAMOJA 2027, which will be jointly hosted by Uganda, Kenya and Tanzania from June 19 to July 17, 2027.

The partnership is designed to use the international reach of African football to position Uganda as a leading tourism destination, attracting supporters, participating teams, officials, international media and other visitors during the continental showpiece.

The agreement was officially launched in Kampala, Uganda, with CAF General Secretary Samson Adamu leading the football governing body’s delegation.

Adamu was joined by Uganda Tourism Board Chief Executive Officer Juliana Kagwa, Minister of State for Education and Sports Peter Ogwang, Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki Nsambu, and Deputy Speaker of the Ugandan Parliament, Thomas Tayebwa, who attended as the chief guest.

Welcoming the Uganda Tourism Board into the CAF partnership network, Adamu said the agreement would enable the country to leverage football’s global popularity to promote itself beyond its role as one of the tournament’s host nations.

“Through this partnership, Uganda Tourism Board will be able to leverage on the global popularity of football to position Uganda not only as a Host Nation but as a tourism destination,” Adamu said.

He added that AFCON 2027 would provide East Africa with an opportunity to promote its tourism and business potential to an international audience.

“The AFCON 2027 will give East Africa a unique opportunity to market itself to the over 3 billion people globally who will be watching the AFCON,” he stated.

According to CAF, the partnership will place Uganda’s tourism campaign, “Explore Uganda – The Pearl of Africa,” at the centre of the tournament’s international promotional activities.

The campaign will be promoted through television broadcasts, digital platforms and in-stadium advertising, providing Uganda with visibility among millions of football followers across Africa and beyond.

The initiative is also expected to create opportunities for the country’s hospitality, transport, wildlife, cultural and tourism sectors, while encouraging investment and generating economic benefits beyond the tournament.

Kagwa described AFCON 2027 as the biggest tourism marketing opportunity Uganda had experienced in a generation.

She said the competition would give the country an international platform to showcase its wildlife, culture, food and people, encouraging football visitors to explore the country beyond the stadiums.

“Football will bring the visitors, and for many, the tournament will be an opportunity to discover Uganda beyond the stadium, explore our wildlife, culture, food and people, stay longer and return for more,” Kagwa said.

The partnership forms part of CAF’s broader commercial strategy to strengthen relationships with businesses and tourism stakeholders ahead of the first Africa Cup of Nations to be jointly hosted by three countries.

For Uganda, the agreement represents an opportunity to translate the international attention generated by hosting AFCON into longer-term tourism growth, investment and destination recognition.

AFCON PAMOJA 2027 will mark the return of the continental championship to East Africa for the first time since Ethiopia hosted the competition in 1976.

The tournament will feature 24 national teams, with Uganda, Kenya and Tanzania guaranteed places as co-hosts.

With preparations continuing across the three countries, CAF is seeking to build partnerships that extend the tournament’s impact beyond football and deliver lasting commercial, tourism and economic benefits to the host nations.

The Uganda Tourism Board agreement is another step towards positioning AFCON PAMOJA 2027 as not only a major sporting event but also a platform for showcasing East Africa’s collective tourism potential to the world.