The Uganda Tourism Board (UTB) is set to enlist the internationally acclaimed Ghetto Kids as tourism ambassadors, hoping to turn the dance group’s growing global profile into a platform for promoting Uganda ahead of the 2027 Africa Cup of Nations (AFCON).The move follows the group’s high-profile appearance alongside global music star Shakira during a performance of the FIFA World Cup theme song, Dai Dai, where the Ugandan dancers proudly raised the national flag before a worldwide audience.The performance has further elevated the Ghetto Kids’ international profile, which UTB chief executive officer Juliana Kagwa says presents a unique opportunity to showcase Uganda’s tourism attractions, culture and people to millions of potential visitors.Speaking about the partnership, Kagwa revealed that UTB had begun engaging the group’s management months before the World Cup performance, identifying the Ghetto Kids as part of a broader strategy to work with influential Ugandan personalities capable of promoting the country to international audiences.“It’s really the tipping point for tourism in this country,” Kagwa said, describing the group’s global visibility as an opportunity to reach audiences that conventional tourism campaigns may not easily attract.According to Kagwa, the Ghetto Kids had already begun producing tourism content highlighting some of Uganda’s iconic attractions, including Murchison Falls National Park, the Source of the Nile and Kikorongo at the Equator.The content, she said, was designed to position Uganda as a destination worth visiting while showcasing the country’s youthful energy, music, dance, cuisine and rich cultural heritage.“So, really happy and proud of the performance, [and] the opportunity to partner with them,” she said.Already boasting millions of followers across social media platforms, the Ghetto Kids now offer Uganda access to an even wider international audience through collaborations with some of the world’s biggest entertainment figures.Kagwa said their appearance alongside Shakira had placed the group on a global stage alongside internationally recognised artistes such as Madonna and Burna Boy, creating fresh opportunities to introduce Uganda to audiences interested in music, entertainment and travel.She added that the partnership aligns with UTB’s vision of portraying Uganda as a youthful, vibrant and culturally diverse destination.UTB had been preparing to formally onboard the Ghetto Kids before their trip to the United States, although some discussions were temporarily paused to fast-track tourism content the group could use during the visit.Among the promotional materials produced was a video inviting Shakira to visit Uganda and experience the country’s tourism attractions firsthand.Kagwa said the initiative reflects UTB’s broader marketing strategy, which seeks to go beyond celebrity endorsements by using influential Ugandans to embody the country’s identity and promote experiences rooted in its people, culture and natural heritage.“They represent youth; Uganda is vivacious, we have energy, which the Ghetto Kids represent, and we are super talented,” she said.The campaign also forms part of Uganda’s preparations to co-host the 2027 Africa Cup of Nations with Kenya and Tanzania.“For us, AFCON 2027 is so much more than the football,” Kagwa said. “UTB is already engaging the Ministry of Education and Sports, the Ministry of Gender, Labour and Social Development and other institutions involved in culture and tourism to develop experiences that will complement the tournament.”She said the board wants visitors to extend their stay beyond match days by exploring the country’s wildlife, landscapes, heritage and cultural attractions.“You come for the football, you stay for the wildlife, you stay for the landscape, you stay for the heritage, you stay for the culture, you stay for the people.”According to Kagwa, UTB’s focus is on creating what it describes as the “Ugandan experience”, an immersive offering that combines music, dance, cuisine, culture and community experiences alongside the football spectacle.The post UTB taps Ghetto Kids to market Uganda appeared first on The Observer Media Ltd.