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 will likely be excess of 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 predicted to be a historic milestone for each African soccer and regional tourism. The ultimate checklist of the 24 certified groups is predicted 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 around the globe seeing your model throughout AFCON matches,” El Kamah mentioned. “That is the ability of AFCON, an unimaginable platform for funding and tourism development in Uganda.”
Hassan El Kamah, the Industrial Director of Confederation of African Soccer
El Kamah famous that AFCON has developed into one in every of Africa’s largest financial and industrial platforms, with the 2027 version projected to generate greater than USD 2 billion in mixed financial impression 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 through the competitors.
“Our President, Dr. Patrice Motsepe, at all times says it is going to be the very best AFCON in historical past,” El Kamah added. “Internet hosting three lovely nations like Kenya, Uganda and Tanzania is one thing particular.”
He additionally challenged Uganda’s non-public sector, together with airways, lodges, tour operators and leisure suppliers, to start preparations instantly with the intention to totally capitalize on the match.
“The window to construct one thing price visiting is actual,” he mentioned. “However it 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 at all times been Uganda’s heartbeat,” she mentioned. “AFCON 2027 offers us the best stage we have now 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 are going to discover a nation that’s heat, lovely and in contrast to wherever 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.
“Now we have been working with Uganda Tourism Board since final 12 months to establish methods we will diversify our product past wildlife and use this match to drive visibility and appeal to investments into music, hospitality, tradition and plenty of others,” she defined.
Juliana Kagwa described AFCON 2027 as “Uganda’s single largest tourism advertising alternative in a technology.”
In line with Kagwa, the technique is to make sure visiting followers expertise greater than soccer by connecting them to sights equivalent 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 accomplice advertising rights linked to AFCON 2027 in a bid to place Vacation spot Uganda prominently on the worldwide stage.
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