Imagine a stadium filled with roaring fans, runners crossing finish lines under the early morning sun. And visitors discovering a country because sport brought them there. Across the world, sports tourism has become one of the fastest-growing segments of the travel industry. In Uganda, this shift is no longer theoretical. Sport has steadily proven that it can do more than entertain. It can attract visitors, open up cities, stimulate local economies. And reposition the country on the global tourism map.
AFCON at the Centre of Uganda’s Sports Tourism Momentum
Uganda’s participation in AFCON in Morocco has offered a rare opportunity to showcase the country beyond football. While the Uganda Cranes did not advance far in the tournament, the journey created a powerful marketing moment. Millions of viewers, fans, and media outlets across Africa and beyond were watching. And Uganda Tourism Board recognised that this attention could be transformed into destination visibility.
Turning Football Attention into Destination Marketing
Rather than focusing solely on match results, UTB approached AFCON as a tourism platform. Through the Explore Uganda brand, the board activated fan zones, engaged international media. And showcased Uganda’s landscapes, culture, wildlife, adventure experiences, and people. Uganda featured on international sports television, radio stations, newspapers, and digital platforms, ensuring that the country remained visible even when the final whistle blew.
Learning, Benchmarking, and Strategic Partnerships
Alongside promotion, AFCON also became a learning space. UTB officials engaged with FUFA leadership, government representatives, diplomats, and private sector stakeholders. To discuss how sport can drive tourism growth. These engagements were not symbolic. They focused on lessons from Morocco’s hosting experience, particularly in hospitality standards, event organisation, fan experience, and infrastructure readiness. Benchmarking visits to hotels and event facilities offered practical insights that will directly shape Uganda’s preparations as a co-host of AFCON 2027.
Uganda Night, Culture Meets Sport
One of the most memorable moments of the tournament was Uganda Night in Rabat, on 29th December. The cultural showcase brought together government officials, the Ugandan diaspora, international guests, and media representatives. The Ugandan delegation was led by the state minister for Tourism, Hon. Martin Mugarra. Backed by the marketing team at Uganda Tourism Board and the Ministry of Tourism, Wildlife and Antiquities.
Through music, storytelling, and destination presentations, Uganda’s identity came alive. It was a clear demonstration that sport and culture, when combined, can communicate a country’s story more powerfully than traditional marketing tools. In one evening, guests experienced Uganda’s diversity, warmth, and hospitality, leaving with a deeper connection to the Pearl of Africa.
Hosting AFCON 2027
Looking ahead to AFCON 2027, Uganda’s role shifts from participant to host. This change carries immense tourism potential. Hosting means that teams, officials, fans, and media will physically travel across the country. They will experience Uganda’s cities, national parks, cultural sites, adventure activities, and golf courses. Unlike tournaments hosted abroad, Uganda will have the opportunity to guide what visitors see, where they go, and how they experience the country. Football will bring the crowds, but tourism will shape their memories and influence their decision to return.
Marathons Strengthening Sports Tourism at Home
Football, however, is only one part of the story. Uganda’s sports tourism momentum has been strengthened by other major events. The Tusker Lite Rwenzori Marathon in August, attracted runners from over 30 countries. The impact was immediate and visible. Accommodation facilities in Kasese were fully booked, restaurants and small businesses thrived, and local services expanded to meet demand. The marathon demonstrated how a single sports event can inject income into a community. And place a destination on the global adventure tourism map.
Later in the year, the Gulu City Marathon in early December recorded great success for its second edition. It drew both international and domestic participants and reinforced northern Uganda’s position as a rising sports and cultural tourism destination. Across the country, Ugandans are increasingly embracing marathons and endurance events. Showing that domestic tourism is playing a growing role in strengthening the sector.
Stadium Development and Urban Transformation
Infrastructure development has been a critical pillar supporting this growth. The opening of Hoima City Stadium, the construction of Akii-Bua Stadium in Lira, and the ongoing major renovations at Mandela National Stadium in Namboole reflect deliberate investment in sports tourism. These stadiums are not simply venues for matches. They are catalysts for urban development.
They improve transport networks, attract hotels and businesses, create employment, and open cities to national and international audiences. Once renovations at Mandela National Stadium are complete, Uganda will be capable of hosting high-profile sporting and entertainment events that draw visitors long after AFCON.
Beyond Football
Beyond football and running, other sports are quietly expanding Uganda’s tourism appeal. Golf, in particular, is attracting a different type of traveler. One who combines sport, leisure, business, and premium experiences. This diversification strengthens sustainability and ensures that sports tourism growth is not tied to a single event or season.
A Defining Moment for Uganda’s Tourism Industry
When viewed together, the picture becomes clear. AFCON promotion, cultural diplomacy, international media exposure, marathons, stadium development, and emerging sports niches are all pointing in the same direction. Uganda may not have lifted a trophy in Morocco, but it gained something equally valuable. Visibility, experience, infrastructure, and momentum.
With AFCON 2027 approaching, Uganda stands at a defining moment. The country has the chance to welcome the world, shape visitor experiences. And transform sporting excitement into long-term tourism growth. Sports tourism is no longer operating on the margins. It is steadily proving that it may, indeed, be the industry’s breakthrough.