The sports activities fraternity converged on the tenth version of the Pearl of Africa Tourism Expo (POATE) this week with a unified message: the 2027 version of the Africa Cup of Nations shall be way over a soccer match. It’s being considered as a once-in-a-generation alternative to showcase Uganda and the broader East African area to the world.
The 2027 match will mark the first-ever AFCON to be co-hosted by three East African nations (Uganda, Kenya and Tanzania) in what is anticipated to be a historic milestone for each African soccer and regional tourism. The ultimate listing of the 24 certified groups is anticipated to be confirmed in September 2026.
Talking at POATE, Hassan El Kamah highlighted the dimensions of the chance awaiting the host nations.
“Think about three billion tv viewers world wide seeing your model throughout AFCON matches,” El Kamah mentioned. “That is the ability of AFCON, an unimaginable platform for funding and tourism progress in Uganda.”
Hassan El Kamah, the Industrial Director of Confederation of African Soccer
El Kamah famous that AFCON has advanced into one among Africa’s greatest financial and business platforms, with the 2027 version projected to generate greater than USD 2 billion in mixed financial influence throughout the three host nations.
He pointed to the success of the 2025 match in Morocco, the place the ultimate at Prince Moulay Abdellah Stadium attracted 66,526 spectators whereas beIN Sports activities recorded over 97 million cumulative viewers throughout the competitors.
“Our President, Dr. Patrice Motsepe, all the time says will probably be the very best AFCON in historical past,” El Kamah added. “Internet hosting three stunning nations like Kenya, Uganda and Tanzania is one thing particular.”
He additionally challenged Uganda’s personal sector, together with airways, resorts, tour operators and leisure suppliers, to start preparations instantly in an effort to absolutely capitalize on the match.
“The window to construct one thing value visiting is actual,” he mentioned. “But it surely gained’t keep open eternally.”
With qualification bulletins anticipated in September 2026, stakeholders in hospitality, transport, leisure and infrastructure have been urged to fast-track visitor-ready experiences forward of the anticipated inflow of followers and media consideration.
Dr. Taibu Azar captured the nationwide temper whereas addressing delegates on the expo.
“Soccer has all the time been Uganda’s heartbeat,” she mentioned. “AFCON 2027 offers us the best stage we’ve ever needed to present the world who we’re, not solely as a soccer nation, however as a vacation spot.”
“When these followers arrive, they’ll discover a nation that’s heat, stunning and in contrast to anyplace else on the continent. We’re prepared, and we’re excited,” she added.
Dr. Azar additional revealed that preparations are already underway between the Federation of Uganda Soccer Associations and the Uganda Tourism Board to diversify Uganda’s tourism product past wildlife.
“We’ve got been working with Uganda Tourism Board since final yr to determine methods we will diversify our product past wildlife and use this match to drive visibility and appeal to investments into music, hospitality, tradition and lots of others,” she defined.
Juliana Kagwa described AFCON 2027 as “Uganda’s single greatest tourism advertising alternative in a era.”
Based on Kagwa, the technique is to make sure visiting followers expertise greater than soccer by connecting them to points of interest akin to gorilla trekking, the Supply of the Nile, cultural experiences in Kampala and Uganda’s broader journey tourism choices.
“They arrive for the sport, they keep for the Pearl of Africa,” Kagwa mentioned, summarizing the board’s imaginative and prescient of changing soccer supporters into long-stay vacationers.
The Uganda Tourism Board additionally confirmed plans to safe vacation spot companion advertising rights linked to AFCON 2027 in a bid to place Vacation spot Uganda prominently on the worldwide stage.
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