Overview:
Uganda Tourism Board (UTB), the tourism ministry, FUFA and Uganda scored an early goal that will usher in guests to Uganda’s glory places as the national parks, the source of the River Nile, Rwenzori Ranges, Lake Victoria and other water bodies, thick forests, waterfalls, wild animals, unique plants, museums, cultural sites, the friendly people and delicious foods, among others.
In a few days, the 35th edition of the TotalEnergies Africa Cup of Nations (AFCON) football championship will majestically come to a grand climax in Morocco.
There have been 24 countries in competition at the biggest football fiesta on the African continent, with Morocco hosting all the visitors from the different countries in Africa and elsewhere.
Football’s magnetic and appealing nature has significantly unified the people from varying nationalities, tribes, races and ethnic backgrounds, among others.
Virtually, the football language has been spoken eloquently aloud through the AFCON 2025 tournament.
Uganda’s national anthem was played aloud in all three matches played, and the national flag flew gracefully in all areas across Morocco, including stadia, open spaces, roundabouts, airports, hotels, lodgings, departmental stores, shops, supermarkets, entertainment hubs, train and bus stations, among others.
The different parties at play, ranging from players, team officials, support staff, CAF and Local Organizing committee members, scouts, agents, media, fans, service providers in the leisure and hospitality industry (transport, hotels and lodgings) and others have all been actively engaged.
After the final whistle on Sunday, 18th January 2026, Morocco will hand over the baton to East Africa for the famous PAMOJA 2027 project.
Kenya, Tanzania and Uganda will co-host the 2027 AFCON edition, the first time in the history of the competition that three countries come together to stage such a championship.
Definitely, it is a golden opportunity and platform to showcase the full potential of the Great East African region; a confine with unquestionable hospitality, tranquillity, excellent weather and great potential to pull off a mouthwatering championship.
This is the silver lining to showcase the full potential that the region has regarding its rich tourism abilities.
First things first, the three countries are all unified by the tropical Savanah weather with occasional rains and sun balance.
They all have a share of the Great Lake Victoria, Africa’s largest freshwater body. The three countries also have abundant natural parks with unique species of flora and fauna.
It is therefore incumbent upon the respective three countries’ tourism boards and attached ministries to up their game in a bid to market their countries extensively through tourism.
Tourism is a raw deal that brings in a significant amount of money (forex) to the countries in the box.
Morocco, for example, recorded the highest ever influx of visitors to the country in 2025 with a record 19.8 million visiting persons that have fetched an enviable $12.6 billion (about Ugx 45.3 trillion) in revenues (Data by Morocco Ministry of Tourism, Handicrafts and Social and Solidarity Economy).
This is a mind-blowing figure when compared to Uganda’s case of $1.52 billion (At least Ugx 5.8 trillion).
There are deliberate efforts for all three East African countries to market their respective countries, capitalising on the fame that comes with the prestigious Africa Cup of Nations (AFCON) football tournament.
As East Africa readies itself to co-host AFCON PAMOJA 2027, the Uganda Tourism Board (UTB) already taken bold strides to promote Destination Uganda to the rest of the world.
At this ongoing 2025 AFCON championship, there was a merry-making engagement held at Villa Soraya dubbed the “Ugandan Night in Rabat”.
This event was organized by Uganda Tourism Board (UTB) in conjunction with the Ministry of Wildlife, Tourism and Antiquities, alongside the Federation of Uganda Football Associations (FUFA), hosted by journalist Allan Darren Kyeyune.
Invites were not only limited to Ugandans, but also nationalities from South Sudan, Rwanda, Botswana, Morocco and the United Kingdom attended.
The Kanyonyi Coffee packs presented gave the well-decorated room a sweet aroma.
Ugandan traditional artefacts, ranging from the Mountain Gorilla pieces, drums, pots, branded flash disks, calabashes, literature (about Uganda’s geography, transport network, history, hotels, tourism and historical sites) and the treasured Black-Yellow-Red national flag, among others, were all present.
Ugandan music was played aloud throughout the party-time with a mixture of the melodies from the invited countries.
It was a perfect strategy to showcase Uganda to the rest of the world using football diplomacy, the rich Ugandan culture and storytelling opportunities to promote the destination Uganda under the theme line “Explore Uganda”.
The state minister for Tourism, Wildlife, and Antiquities in Uganda, Hon. Martin Mugarra Bahinduka, was the chief guest, flanked by the directors in the Uganda Tourism Board, marketer Francis Nyende, Dr Gessa Simplicious (the Public Relations Officer of Uganda Tourism Board (UTB) and other officials.
“We thank FUFA for putting up the bid to host AFCON and the Government for supporting financially. I say thanks to the Uganda Tourism Board for the job well done for this showcase,” Minister Bahinduka remarked as he urged FUFA to tour around the Uganda Cranes in the different national parks.
FUFA president Hon. Moses Magogo led the football family that had delegates, executive committee members, staff, fans and journalists.
“Uganda is a beautiful country and it has the Garden of Eden with the source of the longest River (Nile), the biggest freshwater lake, the Rwenzori mountains and the animals closest to human beings in Uganda. We make an appeal to you to visit the Garden of Eden in East Africa. We have a lot of food, hospitable people and live in the summer and winter seasons in different areas,” Hon. Magogo stated.
Guests were treated to a sumptuous dinner and dances, where the best performers earned prizes and money (in dollars).
The after-party was held at So-Lounge on Sofitel Hotel in Rabat.
A lot was benchmarked from the AFCON 2025 tournament in bench as regards investments in social infrastructure, branding, hospitality, tranquility and general security to lure as many visitors as possible.
Uganda Tourism Board (UTB), the tourism ministry, FUFA and Uganda scored an early goal that will usher in guests to Uganda’s glory places as the national parks, the source of the River Nile, Rwenzori Ranges, Lake Victoria and other water bodies, thick forests, waterfalls, wild animals, unique plants, museums, cultural sites, the friendly people and delicious foods, among others.
AFCON PAMOJA 2027, here we come.
