Uganda is stealing the spotlight at the World Travel Market (WTM) London 2026, using football fever and its stunning natural beauty to position itself as Africa’s must-visit destination.
Led by the State Minister for Tourism, Wildlife and Antiquities, Hon Suzan Nakawuki, Team Uganda is in London to sell the Pearl of Africa to travel buyers, investors, media, and tourism stakeholders attending one of the world’s biggest travel trade shows.
The London showcase comes hot on the heels of a week-long UK roadshow by the Uganda Tourism Board (UTB) in partnership with the Uganda High Commission in London. The roadshow toured Glasgow, Manchester and Birmingham, connecting Ugandan tour operators directly with UK travel trade to drive bookings to Uganda.
AFCON 2027: Football Meets Tourism
At the centre of Uganda’s pitch this year is sports tourism.
Following the recent launch of its partnership with the Confederation of African Football (CAF), Uganda is using WTM to connect football audiences to its unique visitor experiences ahead of AFCON 2027, which Uganda will co-host.
“Uganda has exceptional tourism offerings. We are here to invite the world to discover the Pearl of Africa, engage our tourism businesses and explore the many opportunities Uganda offers. With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda’s unique visitor experiences,” said Hon Nakawuki.
From Visibility to Business
UTB Chief Executive Officer, Ms Juliana Kagwa, said WTM is not just about showing up, it’s about turning visibility into real business for Uganda’s private sector.
“WTM London is a strategic platform for us to strengthen partnerships and generate business opportunities for our private sector players. Coming on the heels of our roadshows in Glasgow, Manchester and Birmingham, and the launch of our CAF partnership ahead of AFCON 2027, we are building strong momentum for Uganda. We want football fans, holidaymakers and business travellers alike to see Uganda not simply as a place to visit, but as a destination to explore, experience and return to,” she said.
A Stand That Stops Traffic
Uganda’s stand this year is impossible to miss.
The centrepiece is a striking artistic installation of a football pitch, a bold symbol of Uganda’s ambition to leverage sports tourism. The installation has drawn crowds of curious showgoers and sparked conversations with international delegates.
Adding to the vibe, the Uganda team is smartly dressed in colourful Team Uganda football jerseys.
This year’s expanded exhibition space is also hosting a larger number of Ugandan tourism operators, giving them more room to hold business-to-business meetings, showcase products and close deals with international buyers.
Why it matters:
Uganda is no longer just selling gorillas and safaris. At WTM London 2026, it is selling an experience football, culture, adventure, and the Pearl of Africa, all in one trip.
About Uganda Tourism Board
The Uganda Tourism Board is a govemment agency mandated to promote and market Uganda as a preferredtourism destination, both domestically and internationally. Through the Explore Uganda brand, UTB Works with tourismstakeholders and partners to strengthen destination visibility, improve competitiveness and grow tourism’scontribution to Uganda’s economy.
