On Monday evening, the Uganda Tourism Board (UTB), in partnership with FUFA, organized a colorful cultural and tourism show dubbed “Uganda Night” at Villa Soraya in Rabat, Morocco. The event is part of Uganda’s efforts to market its destination and cultural offerings under “Explore Uganda.”
This was an event that was graced by a diverse group of people from Morocco, South Sudan, Rwanda, Botswana, and the UK, comprising important personalities like FUFA President Moses Magogo, MPs, members of the UTB Board, as well as Ugandans that live in Morocco. This was a high-profile event that showed that Uganda is keen on developing its tourism sector.
A New Era of Promoting Uganda Through Culture and Sports
The State Minister for Tourism, Wildlife and Antiquities, Hon. Martin Mugara, officiated the event, calling it an innovative and effective way of promoting Uganda internationally. He highlighted that blending culture, sports, and tourism creates a potent platform to elevate Uganda’s global image, aligning with the country’s strategic efforts to grow its tourism and sports profiles, especially in anticipation of future continental tournaments like the Africa Cup of Nations (AFCON).
The collaboration between FUFA and the Uganda Tourism Board has created an opportunity for Uganda to tell its story to global audiences, beyond the football pitch. FUFA President Moses Magogo emphasized the unifying power of football, describing it as a strategic asset for destination branding. The partnership has enabled Uganda to reach new global markets, attracting potential tourists while showcasing the country’s cultural diversity and heritage.
Showcasing Uganda’s Unique Tourism Offerings
A major highlight of the event was an engaging destination presentation by Nyende Francis, UTB’s Marketing Manager, who guided guests through Uganda’s diverse tourism offerings. Through traditional music, storytelling, and visual destination highlights, the presentation painted a vivid picture of Uganda’s natural attractions, rich heritage, and renowned hospitality. The interactive presentation emphasized Uganda’s uniqueness as Africa’s most diverse destination, with offerings that cater to all types of travelers.
Expanding Uganda’s Tourism Reach and Partnerships
UTB Board Member Operemo Vincent spoke about the importance of engaging the diaspora and international partners to grow Uganda’s tourism sector. He noted that events like Uganda Night help build relationships with global audiences, enhance media engagement, and instill confidence in Uganda as a culturally rich and opportunity-filled destination. The event garnered significant media attention in Morocco, Uganda, and internationally, boosting Uganda’s tourism visibility across the region.
Meanwhile, fellow UTB Board Member Lyazi Vivian highlighted the long-term branding value of the “Explore Uganda” campaign. She explained that expanding into North Africa is part of a deliberate strategy to broaden Uganda’s tourism reach, attract new partnerships, and stimulate future travel and investment. By engaging with emerging markets in North Africa, Uganda aims to strengthen its position in the global tourism industry.
Future Tourism Cooperation: Building Stronger Global Partnerships
Looking ahead, the “Uganda Night” event is just one step in Uganda’s long-term plan to enhance tourism cooperation and cultural exchange with international partners. The event underlined the importance of sports as a tool for promoting tourism and fostering international relationships. As Uganda prepares for future continental tournaments like the Africa Cup of Nations, the tourism sector will increasingly work alongside sports authorities to create a seamless connection between sports tourism and the broader travel industry.
Uganda’s growing emphasis on global partnerships with international entities, including those in North Africa, Europe, and the Middle East, is expected to drive tourism growth in the coming years. This includes not only targeted marketing but also collaborative events, joint promotions, and shared cultural programs that will strengthen ties with tourism boards and media outlets around the world.
Additionally, by working closely with international airlines, tour operators, and destination marketers, Uganda plans to increase its global accessibility, opening doors for a wider range of travelers. Strategic partnerships will enable Uganda to tap into new markets, attracting both leisure and business travelers, and supporting destination development.
Why Uganda? Africa’s Most Diverse Destination
Uganda offers unparalleled diversity in a single destination, with:
- Over half of the world’s remaining mountain gorillas
- More than 1,060 bird species, making it a top global birding destination
- The source of the River Nile
- Ten national parks and twelve wildlife reserves with varied ecosystems
- Year-round greenery and an equatorial climate
- Warm hospitality and rich cultural traditions
Flagship Tourism Experiences
Wildlife & Nature
- Mountain gorilla and chimpanzee tracking in Bwindi, Mgahinga, and Kibale
- Classic savannah safaris in Murchison Falls, Queen Elizabeth, Kidepo Valley, and Lake Mburo
- The Big Five, including rhinos at Ziwa Rhino Sanctuary
Adventure Tourism
- White-water rafting and kayaking on the Nile in Jinja
- Hiking the Rwenzori Mountains
- Sport fishing on Lake Victoria and the Nile
- Cycling, trail running, and community-based adventure experiences
Culture & Heritage
- 56 ethnic communities with unique traditions
- Historic kingdoms such as Buganda, Bunyoro, Busoga, and Tooro
- Cultural festivals, traditional dances, crafts, and cuisine
- UNESCO-recognized cultural practices
Meetings, Incentives, Conferences & Exhibitions (MICE)
- Modern conference facilities in Kampala, Entebbe, and upcountry locations
- Leading venues including Speke Resort Munyonyo, Serena Kampala, and Kololo Ceremonial Grounds
- Competitive costs and strong regional connectivity
Sports Tourism & Football
- A fast-growing sports tourism hub in East Africa
- Modern facilities, including Hoima City Stadium
- A strong football culture and passionate fan base
- Strategic collaboration with FUFA and regional sports bodies
Accessibility, Safety & Sustainability
- Easy access via Entebbe International Airport with direct and connecting flights
- Visa-on-arrival services, e-Visa system, and East African Tourist Visa
- Safe, welcoming environment with a stable tourism infrastructure
- Strong commitment to sustainable tourism through conservation partnerships, eco-lodges, and responsible tourism practices
A Growing Tourism Future for Uganda
The Uganda Night activity that took place in Morocco showcases the increasing power of Uganda’s tourism promotion efforts. The partnership between FUFA and the Uganda Tourism Board offers a specially designed platform that can be utilized for the promotion of Uganda’s image globally. With the attention now shifting to the northern African region and emerging destinations, the Uganda tourism industry’s bright days lie ahead.
As the tourism industry in Uganda continues to develop, the country’s diverse tourist attractions and distinct culture will make it one of the leading tourist destinies on the African continent. Through various engagements and innovations, Uganda is expected to be at the forefront as a tourist hub, cultural tourist destination, sports tourist destination, and international partner, ensuring that the industry grows sustainably in the long run. International tourist cooperation as an aspect of Uganda’s strategy cannot be overstated.
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