Uganda Tourism Board (UTB) has entered a strategic partnership with Federation of Uganda Football Associations (FUFA) to position Uganda Cranes as global ambassadors for the “Explore Uganda” brand.
The partnership was announced at UTB headquarters on Tuesday 16, December by UTB Chief Executive Officer Juliana Kagwa and FUFA 2nd Vice President Dr. Taibu Azah. The partnership takes immediate effect as Uganda Cranes commence their preparatory camp in Casablanca, Morocco.
Under this new framework, UTB and FUFA will jointly leverage Uganda Cranes’ continental campaigns to showcase the country’s tourism potential to the global audience. The primary objective is to turn the team’s participation into a powerful vehicle for national branding, positioning the Cranes not just as athletes, but as ambassadors who ignite national pride and champion Uganda as a premier global destination.
Designed for sustained impact, the partnership will be executed in four strategic phases, evolving from immediate activation to short, medium, and long term development.
UTB’s immediate priority is to create high-impact activation strategy for the tournament in Morrocco. The partnership will be activated through cultural showcases, fan zones, watch parties, and fan caravans in both Uganda and Morocco.
UTB CEO Ms. Juliana Kagwa noted the significance of this union; “UTB is delighted to partner with FUFA to leverage the power of sports to showcase Uganda to global audiences. Football has an unmatched reach. As we prepare to engage regional and international tournaments, this collaboration will elevate ‘Destination Uganda’ on the world stage. Through strategic sports tourism initiatives, we will not only champion Uganda’s beauty to the world but also position our country for visitors, investors, and fans alike, both on and off.”
While the immediate focus is the campaign in Morocco, the partnership sets a critical foundation for the future. By utilizing high traffic sports platforms now, UTB is testing and refining its destination marketing strategies in preparation for AFCON 2027.
Dr. Taibu Azah added that the partnership solidifies the bond between sports and tourism. She emphasized that as the Cranes fly the flag in Morocco, they carry the full backing of the nation’s tourism identity, with FUFA providing its platforms to maximize the reach and impact of the “Explore Uganda” campaign.
About Uganda Tourism Board Uganda Tourism Board (UTB) is a statutory organization established in 1994. UTB is mandated to promote and market Uganda domestically, across the region and internationally, promote quality assurance in tourist facilities through training, grading and classification, promote tourism investment, support and act as liaison for the private sector in tourism development.
