The Uganda Tourism Board (UTB) has officially entered a landmark strategic partnership with the Federation of Uganda Football Associations (FUFA).
This collaboration aims to position the Uganda Cranes as global ambassadors for the “Explore Uganda” brand, leveraging the massive reach of international football to boost the nation’s tourism profile.
The partnership was unveiled at the UTB headquarters on Tuesday, December 16, by UTB Chief Executive Officer Juliana Kagwa and FUFA 2nd Vice President Dr. Taibu Azah.
A New Era for Sports Tourism in Uganda
The partnership takes immediate effect as the Uganda Cranes begin their preparatory camp in Casablanca, Morocco. Under this new framework, UTB and FUFA will utilize the team’s continental campaigns to showcase Uganda’s unique attractions to a global audience.
The initiative seeks to transform national athletes into powerful branding vehicles. The Uganda Cranes will not only compete on the pitch but will act as champions of national pride, promoting Uganda as a premier global destination for travelers and investors.
Strategic Execution and “Destination Uganda”
Designed for long-term impact, the partnership will roll out in four distinct phases:
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Immediate Activation: High-impact strategies for the upcoming tournament in Morocco.
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Short-term: Regional engagement and fan-based activations.
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Medium-term: Brand integration across all FUFA platforms.
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Long-term: Sustainable sports tourism development leading up to AFCON 2027.
UTB CEO Ms. Juliana Kagwa emphasized the power of the beautiful game:
“Football has an unmatched reach. This collaboration will elevate ‘Destination Uganda’ on the world stage. Through strategic sports tourism initiatives, we will not only champion Uganda’s beauty but also position our country for visitors and investors alike.”
Building Momentum for AFCON 2027
While the current focus is the campaign in Morocco, the partnership serves as a vital testing ground. UTB plans to refine its destination marketing strategies through cultural showcases, fan zones, and “watch parties” to ensure Uganda is ready to host the world during the 2027 Africa Cup of Nations (AFCON).
Dr. Taibu Azah of FUFA added that the bond between sports and tourism is now stronger than ever. As the Cranes fly the national flag abroad, they carry the “Explore Uganda” identity, ensuring maximum visibility for the Pearl of Africa.
