Uganda is stepping up efforts to position itself as a sports tourism destination, using the global appeal of football and the upcoming 2027 Africa Cup of Nations (AFCON) to attract international visitors and unlock new business opportunities for the tourism sector.The country is showcasing its tourism attractions and emerging sports tourism opportunities at the World Travel Market (WTM) London 2026, building on its recent partnership with the Confederation of African Football (CAF) and destination marketing roadshows across the United Kingdom.A Ugandan delegation led by State Minister for Tourism, Wildlife and Antiquities, Hon. Suzan Nakawuki, is attending the three-day international travel trade exhibition to engage tourism investors, international travel agents, media and other industry players.Uganda Tourism Board (UTB), which is coordinating the country’s participation, is using the platform to strengthen destination visibility and convert growing international interest into actual travel business.Nakawuki said Uganda was leveraging international tourism platforms to promote its attractions, strengthen partnerships and attract more visitors.“Uganda has exceptional tourism offerings. We are here to invite the world to discover the Pearl of Africa, engage our tourism businesses and explore the many opportunities Uganda offers. With AFCON 2027 approaching, we also see sports tourism as an important opportunity to connect football audiences with Uganda’s unique visitor experiences,” she said.The country’s participation follows a week-long destination marketing roadshow organised by UTB in collaboration with the Uganda High Commission in London.The Ugandan delegation was led by State Minister for Tourism, Wildlife and Antiquities, Hon. Suzan Nakawuki (3rd-L) and PS Doreen Katusiime (L)The campaign covered Glasgow, Manchester and Birmingham, bringing together Ugandan tour operators and travel trade representatives to promote the country’s tourism products, establish commercial connections and stimulate travel to Uganda.UTB Chief Executive Officer Juliana Kagwa said the exhibition provided an opportunity to turn destination marketing into tangible business for Ugandan tourism operators.“WTM London is a strategic platform for us to strengthen partnerships and generate business opportunities for our private sector players,” Kagwa said.She added that Uganda was seeking to appeal not only to football supporters but also to holidaymakers and business travellers looking for diverse experiences.The sports tourism campaign is particularly significant as Uganda prepares to co-host AFCON 2027 alongside Kenya and Tanzania, an opportunity expected to draw football supporters, international media and other visitors to the region.At the exhibition, Uganda has also used a distinctive stand design to communicate its growing sports tourism ambitions.A major feature is an artistic installation depicting a football pitch, symbolising the country’s intention to leverage the international appeal of football to promote its wider tourism offering.The installation has attracted attention from exhibition visitors and international delegates, providing an engagement point for discussions about Uganda’s tourism products.The expanded exhibition space has also accommodated more Ugandan tourism operators, giving them an opportunity to meet international travel buyers, hold business-to-business meetings, showcase their products and establish partnerships.Uganda’s participation at WTM London comes as the country seeks to strengthen its position in the competitive international tourism market through destination promotion, private-sector partnerships and the development of new tourism segments.Through its Explore Uganda brand, the Uganda Tourism Board is mandated to market the country as a preferred destination and grow tourism’s contribution to the national economy.The post Uganda Scores Big on Sports Tourism at London Travel Expo appeared first on The Insider.