Uganda is leveraging the World Travel Market (WTM) in London to position itself as a destination for football enthusiasts and holidaymakers. According to AllAfrica, the country is highlighting its travel attractions and expanding sports tourism prospects at the trade exhibition. This effort aims to strengthen ties with global travel industry stakeholders, investors, and journalists.
The delegation is headed by Hon. Suzan Nakawuki, the state minister responsible for tourism, wildlife, and antiquities. AllAfrica reports that Nakawuki stated Uganda is using international forums to boost its profile and solidify partnerships. She noted that with the 2027 Africa Cup of Nations (AFCON) approaching, sports tourism offers a key avenue to link football audiences with the nation's distinct visitor experiences. The minister emphasized the goal of inviting the world to explore the "Pearl of Africa" and engage with local tourism enterprises.
This London appearance follows a week-long destination marketing tour organized by the Uganda Tourism Board and the Uganda High Commission in London. The tour visited Glasgow, Manchester, and Birmingham, where Ugandan tour operators met with travel trade representatives to promote their services and stimulate travel. AllAfrica notes that the London trip builds on this momentum, as well as the recent launch of a partnership between Uganda and the Confederation of African Football (CAF).
Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, described WTM London as a strategic platform for generating business opportunities for private sector players. She explained that the event allows the board to convert visibility into tangible business, building on the recent tours and the CAF partnership. Kagwa stated the goal is to encourage football fans, holidaymakers, and business travellers to view Uganda as a destination to explore and revisit.
The Ugandan stand at the exhibition features a creatively designed display with an artistic football pitch installation as its centerpiece. AllAfrica reports that this setup highlights Uganda's drive to leverage sports tourism and football's global appeal as it prepares to co-host AFCON 2027. The stand has attracted curiosity from attendees, with the Uganda team wearing vibrant Team Uganda kits. The exhibition space is larger this year, accommodating more Ugandan tourism operators and providing additional opportunities for business-to-business meetings and partnership formation.