London, United Kingdom, 10 November 2026
Uganda is strengthening its position in the international tourism market, with a strategic focus on sports tourism, destination marketing and investment opportunities at the World Travel Market (WTM) London 2026, one of the world’s leading travel trade exhibitions.
The Ugandan delegation, led by the Minister of State for Tourism, Wildlife and Antiquities, Hon. Suzan Nakawuki, accompanied by the permanent secretary Mrs. Doreen Katusiime and the Chief Executive Officer of the Uganda Tourism Board Ms Juliana Kaggwa, is using the global platform to engage international travel buyers, tour operators, investors and other industry stakeholders, with the aim of expanding market access, attracting visitors and generating new business opportunities for Uganda’s tourism sector.
Uganda’s participation builds on the recent destination marketing roadshows in Glasgow, Manchester and Birmingham, organised by the Uganda Tourism Board (UTB) in collaboration with the Uganda High Commission in London. The engagements brought together Ugandan tour operators and international travel trade representatives to showcase the country’s tourism products, strengthen business connections and stimulate travel to the Pearl of Africa.
This year’s participation places particular emphasis on sports tourism, building on Uganda’s landmark partnership with the Confederation of African Football (CAF) ahead of the TotalEnergies Africa Cup of Nations (AFCON) 2027, which Uganda will co-host alongside Kenya and Tanzania.
The partnership presents an opportunity to leverage the international appeal of football to attract visitors beyond the tournament, linking sporting experiences with Uganda’s wildlife, cultural heritage, adventure, nature-based and other tourism offerings.
Uganda’s exhibition stand reflects this ambition, featuring a creative football-pitch installation that highlights the country’s growing sports tourism proposition. The expanded exhibition space also accommodates more Ugandan tourism operators, providing opportunities for business-to-business engagements, product showcasing and partnerships with international buyers.
Commenting on Uganda’s participation, the Minister of State for Tourism, Wildlife and Antiquities, Hon. Suzan Nakawuki, emphasised the importance of international platforms in strengthening the country’s visibility and attracting visitors.
Uganda Tourism Board Chief Executive Officer, Ms Juliana Kagwa, noted that the focus is on translating international visibility into tangible business opportunities for tourism enterprises, while positioning Uganda as a destination that visitors can explore, experience and return to.
The Permanent Secretary of Ministry of Tourism, Wildlife and Antiquities, Mrs Doreen Katusiime highlighted Uganda’s participation at WTM London as part of the country’s broader efforts to strengthen destination marketing and expand opportunities for the tourism sector, particularly through the emerging sports tourism agenda.
As Uganda prepares to welcome Africa and the world for AFCON 2027, the country’s message to international travelers is clear: Come for the football, stay to Explore Uganda.
The Ministry, working with its agencies and the private sector, remains committed to leveraging international engagements, strategic partnerships and emerging tourism opportunities to grow visitor numbers, increase tourism earnings, create employment and strengthen tourism’s contribution to Uganda’s economy.
