Uganda targets three million tourists by 2027 as AFCON looms

Uganda’s preparations to co-host the Africa Cup of Nations (AFCON) in 2027 are being framed not only as a sporting milestone but also as a once-in-a-generation opportunity to reposition the country as a leading tourism destination.

According to the Uganda Tourism Board (UTB), the continental tournament, along with other global events, could help Uganda attract three million visitors by 2027, almost double the current levels.

“AFCON will be a platform for showcasing our culture, adventure, and hospitality. If we prepare well, it can help us achieve the three-million visitor target,” UTB Chief Executive Officer Julian Kaggwa said during the launch of the second edition of Adventure Tourism Uganda magazine in Kampala.

Tourism is already a significant contributor to the economy, accounting for about 6 percent of Uganda’s GDP. However, Kaggwa explained that the government’s 10-fold Growth Strategy and Vision 2040 place the sector at the heart of long-term development. The target is to raise tourism’s GDP contribution to 10 percent within three years, with AFCON expected to provide strong momentum. Visitor arrivals have already shown steady recovery from the Covid-19 slump, increasing from 1.27 million in 2023 to 1.37 million in 2024. Reaching the three-million mark would put Uganda on par with regional rivals Kenya and Tanzania.

While wildlife remains Uganda’s most recognizable attraction, Kaggwa emphasized the need for diversification. “We boast of the big seven, and if you add the Ugandan people, we can even say the big eight,” he joked. “But beyond wildlife, we want to immerse visitors in culture, adventure, and unique experiences — from mountains and rivers to cultural villages and adventure sports.” The newly launched magazine underscores this push, showcasing cycling, rafting, mountain climbing, hiking, and cultural experiences. It also highlighted conservation successes, such as the growth of Uganda’s rhino population from six in 2009 to 48 today, ahead of global observances including World Rhino Day, World Gorilla Day, and World Tourism Day, which will be marked this year in Arua.

International partners have pledged continued support to Uganda’s tourism ambitions. Bouwe-Jan Smeding, Deputy Head of Mission at the Netherlands Embassy, said his government is investing in training, promotion, and partnerships. “Tourism is one of the biggest job creators in the world, and for Uganda, it can be a game changer,” he said. Martijn Harlaar, Director of Eye Opener Works, which produces the Adventure Tourism Uganda magazine, said the publication is a collaborative effort between Ugandan companies, UTB, and the Dutch Embassy. “Our goal is to make sure these stories reach the world — from coffee shops in Kampala to international markets,” he added.

Private sector leaders echoed the call to diversify and market Uganda’s tourism offerings. Uganda Tourism Association President Yogi Birigwa described the new initiative as a milestone in broadening the country’s appeal. “We cannot depend on gorillas alone. Uganda is beautiful and diverse, from culture to food, scenery to people. As the private sector, we are ready to collaborate with UTB and government to grow tourism,” she said.

Despite the optimism, stakeholders warned that meeting the ambitious target of three million visitors will require deliberate action to address weaknesses in infrastructure, internet connectivity, and marketing. Without improvements in these areas, they cautioned, the AFCON spotlight might not translate into long-term gains.