TAKEAWAYS

• Uganda plans to partner with Premier League clubs to market the country internationally.
• The Ministry of Tourism is working with the Ministry of Foreign Affairs and Ugandan embassies to expand tourism promotion efforts.
• The strategy draws inspiration from Rwanda’s successful “Visit Rwanda” partnerships with major European football clubs.

The Ministry of Tourism, Wildlife and Antiquities has revealed plans to partner with leading Premier League football clubs as part of a broader strategy to market Uganda as a premier tourism destination on the global stage.

Speaking to the media, State Minister for Tourism Hon. Susan Nakawuki said the government has been working closely with the Uganda Travel Agency, the agency mandated to promote Uganda internationally, despite operating under challenging circumstances.

According to Nakawuki, recent collaboration with the Ministry of Foreign Affairs has strengthened these efforts, enabling Uganda to leverage its diplomatic missions abroad to showcase the country’s tourism potential.

“We have been working with the Uganda Tourism Board, which has the responsibility of marketing Uganda. Despite the challenges they have faced, we are now seeing greater support through our partnership with the Ministry of Foreign Affairs and our embassies abroad,” Nakawuki said.

The minister noted that Uganda’s visibility has already increased in several countries through branded promotional campaigns, including buses carrying the ‘Visit Uganda’ message on international streets.

“Our next step is to explore partnerships with major football clubs, especially in leagues with a global following such as the English Premier League. These platforms offer tremendous visibility and can help position Uganda before millions of potential visitors,” she added.

Nakawuki said the ministry remains open to innovative ideas from the public and private sector as it seeks new ways to market the country. She also highlighted the need for dedicated tourism media platforms, citing examples from neighboring countries.

Drawing from her experience at the East African Legislative Assembly, she pointed to Kenya and Tanzania, which operate channels specifically focused on tourism promotion.

Uganda’s planned approach mirrors successful campaigns undertaken by Rwanda through its renowned “Visit Rwanda” initiative, which has secured partnerships with top European football clubs including Arsenal, Paris Saint-Germain, Bayern Munich and Atlético Madrid.

With preparations underway, stakeholders will be watching closely to see whether Uganda’s proposed football partnerships can translate into increased tourist arrivals and greater international visibility for the Pearl of Africa.