Can Tourism Rescue the Ugandan Shilling? UTB’s Brand Specialist Ponders
Uganda is co-hosting AFCON 2027 alongside Kenya and Tanzania. This is more than a football tournament; it is a global spotlight that will shine on Kampala, Entebbe, and beyond for six weeks. But as Susan warns, visibility does not automatically translate into revenue. The real test lies in converting football fans, journalists, teams, and officials into tourists who explore gorilla trekking in Bwindi, boat safaris on the Nile, or the vibrant MICE (Meetings, Incentives, Conferences, and Exhibitions) sector before the whistle blows.