Uganda positions AFCON 2027 as landmark moment for tourism and investment

Uganda is positioning itself for what could become its most significant international tourism showcase in decades as preparations intensify for the 2027 Africa Cup of Nations.

AFCON 2027, set to be co-hosted across Uganda, Kenya and Tanzania, is being framed by stakeholders not only as a football spectacle but as a strategic economic and cultural gateway to the region.

The message emerging from the 10th Pearl of Africa Tourism Expo was unified: the tournament offers East Africa a rare opportunity to reshape global perceptions, attract long-term investment, and elevate its tourism profile on an unprecedented scale.

Qualification for the 24-team competition will be confirmed in September 2026, sharpening global attention on preparations across the host nations.

Economic promise and global reach

CAF Commercial Director Hassan El Kamah highlighted the magnitude of the platform on offer, stressing the global visibility attached to the tournament.

“Imagine three billion television viewers around the world seeing your brand during AFCON matches,” he said. “This is the power of AFCON, an incredible platform for investment and tourism growth in Uganda.”

El Kamah noted that the competition has evolved into one of Africa’s most powerful economic engines, with the 2027 edition projected to generate more than USD 2 billion in combined impact across the three host countries.

He referenced the 2025 tournament in Morocco, which drew 66,526 spectators for the final in Rabat and accumulated more than 97 million viewers on beIN Sports alone, as evidence of the competition’s expanding global footprint.

He added: “Our President, Dr. Patrice Motsepe, always says it will be the best in the history of AFCON. Hosting three beautiful countries like Kenya, Uganda and Tanzania is something special,” underscoring the historic nature of the tri-nation format.

Private sector urged to act

El Kamah also directed a clear appeal to Uganda’s private sector, urging immediate preparation across aviation, hospitality, tourism services and entertainment. “The window to build something worth visiting is real,” he said. “But it won’t stay open forever.”

With global qualification confirmation expected in September 2026, stakeholders are now working within a tightening timeline to develop competitive visitor experiences and infrastructure capable of meeting international demand.

The message from organisers is that readiness will determine how effectively Uganda converts football attention into sustained tourism gains.

Tourism strategy beyond stadiums

FUFA Vice President Dr. Taibu Azar emphasised the national importance of the tournament, describing football as a unifying cultural force. “Football has always been Uganda’s heartbeat,” she said.

“AFCON 2027 gives us the greatest stage we have ever had to show the world who we are not only as a football nation, but as a destination. When those fans arrive, they will find a country that is warm, beautiful, and unlike anywhere else on the continent. We are ready, and we are excited.”

Uganda Tourism Board CEO Juliana Kagwa reinforced the ambition to extend the benefits beyond match venues, calling AFCON 2027 “our single biggest tourism marketing opportunity in a generation.” She outlined plans to connect visiting fans to gorilla trekking experiences, the source of the Nile, Kampala’s cultural scene and broader adventure tourism offerings.

“They come for the game, they stay for the Pearl of Africa,” she said. UTB is also pursuing destination partner marketing rights to strengthen Uganda’s global visibility, aiming to convert short-term football visitors into long-stay tourists through curated travel experiences across the country.