Uganda's strategy to turn sports events into a tourism goldmine
As Uganda prepares to host and participate in major sports events like the Africa Cup of Nations (AFCON), the country is eyeing a unique opportunity to transform its vibrant sports culture into a powerful engine for tourism growth.
By capitalizing on the passion of millions of sports fans, Uganda aims to position itself as a premier destination for sports tourism in Africa.
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The chants you normally hear from the spectators in stadiums, draped in the colors of their beloved team, pay more than just the price of a ticket to be there.
Some travel great distances, crossing borders and oceans, driven by an unshakeable faith in their team’s ability to triumph. Others invested and sacrificed time, and money all for the chance to witness the history unfold on the field.
For uganda, it is a dream yet to be achieved, for years the country has collectively worked towards the realization of that dream.
With the increasing popularity of sports tourism globally as seen in international competitions like the European football and US basketball, countries like Nigeria and the neighbouring Rwanda are investing millions of dollars in sports infrastructure to tap into the gold and silver in sports tourism.
Uganda’s participation in and potential hosting of major sports events like the Africa Cup of Nations (AFCON) presents a golden opportunity to elevate the country’s profile on the international stage.
However, Amos Wekesa, the CEO of Great Lakes Safaris says, there is no strategic marketing to pull tourists for AFCON which could affect the plans.
"If we want to make AFCON the biggest sports event, we must market ourselves, there is no marketing now, we might end up getting only players. We need to consider regional and international media to promote this country. Such events need early preparations and that has to be now otherwise there is no one who will come and market this country for us," Wekesa said.
He added that Britain's tourism and sports are in one docket, earning over $ 250 per year from the sector, he urged stakeholders to learn from others
Geoffrey Baluku, a tourism consultant underscores the need for government and private sector to work hand-in-hand to develop world-class sports facilities including regional roads and hospitality infrastructure to accommodate the influx of athletes, officials, and fans.
"You can't build stadiums without roads and hotels.Where will people go before or after the tournament. Government needs to think of partnering with the private sector to develop the regional road network and airport provides aeroplanes to land to different parts of the country," Baluku noted.
Highlighting successful sports figures from Uganda, such as Joshua Cheptegei and John Akii- bua athletics, can create a strong connection between the country’s sports success and its tourism appeal.
Experts maintain, involving local youth in sports development initiatives and integrating traditional sports and cultural festivals into the sports tourism calendar, can foster a new generation of athletes and sports enthusiasts who will continue to drive this sector forward and offer visitors an authentic experience that goes beyond conventional sports events respectively.
Amidst limited resources allocated to the tourism sector and only $ 5 billion to marketing and promoting Uganda, Martin Bahinduka Mugarra, the state minister of tourism is optimistic that private-public-partnerships for infrastructure and destination marketing will foster a pull of over 100,000 visitors and propel Uganda to an ambitious target of earning shs 19 trillion by 2029.
"We are improving infrastructure, and constructing stadiums like the Hoima one an we are extending airports in different regions plus discussing railway transport to reduce on the cost. So, we know our focus is right and we will benefit from AFCON" Minister Mugarra remarked.
With the right approach, sports can become more than just a source of national pride—it can be a driving force in Uganda’s economic development and international reputation.
"I don't think it is wise to have the FUFA president(Magogo) as an MP as the same time, how do we check him, I believe there are funds allocated to sports promotion, if he connives with parliament to swindle or channel funds how do we assess them, " Baluku said.
Events like the Kampala City Festival could include traditional games such as wrestling or boat races on Uganda's breathtaking water bodies giving tourists a chance to engage with the local culture in a dynamic and interactive way.
With the current status of infrastructure and marketing and the ticking time ahead of Afcon 2027, whether Afcon will be a golden opportunity to tap into for sports tourism promotion, it is quiet conceivable that the country's readiness is blurry but hope Uganda is alive.
