The Uganda Tourism Board through a new partnership with FUFA will see sports fanatics cross onto the tourism line as part of the board’s strategy to see soccer fans enjoy what Uganda has in abundance when it comes to tourism and wildlife.
This arrangement comes after a Memorandum of Understanding that was signed between FUFA and Uganda Tourism Board on Thursday June 20th at FUFA House, Mengo as both parties are supposed to perform accordingly with UTB investing upto Shs 200 million as a sponsorship package to seal off the agreement.
The sports tourism initiative is part of the board’s marketing strategies to promote brand Uganda on both local and international scene as some initiatives include the ongoing Golf tours with the last one having taken place in Jinja last weekend.
The board believes sports especially football has huge audiences across the globe and as AFCON games are underway, global Cameras are set to focus onto the 52 matches that will be played in the AFCON tourney an opportunity to use the platform to foster Uganda’s tourism in Egypt and to the world as lots of sports lovers will be glued onto the games and as a result, Uganda will look forward to hosting a number of tourists. The partnership therefore gives UTB rights to brand Destination Uganda at local and international games in which the Uganda Cranes are participating as well as work with the players in destination marketing campaigns.
Speaking at the press conference, UTB CEO, Lilly Ajarova said: “The Uganda Tourism Board is prioritizing the building of positive destination brand equity and brand value through creating high level brand awareness partnerships such as the one witnessed here today with FUFA. Football is the world’s greatest sport and viewed by billions of fans across the world. In Uganda, the Uganda Cranes is the greatest football brand- but more importantly the leading sporting ambassadors to the region and the world. We want to open up brand Uganda to the massive sports audience where our national team participates.”
Ajarova noted, “We are most excited about how we can best brand our national team internationally and also use the FUFA DRUM to create awareness of Uganda’s tourist attractions as the games traverse the whole country. We believe this is an incredible opportunity to connect with local communities and football fans across the country and will enable us to reach out to more tourists both locally and internationally.”
FUFA 1st Vice President, Justus Mugisha in his remarks said that, “We are using the power of sports to position Uganda on a global scene. This initiative by FUFA and UTB will showcase how football can be used to promote destination Uganda. We are proud to be in partnership and we hope to continue building our nation through sports and tourism.”
He added, this is a big opportunity for us to not only support football but also enrich Ugandans with the knowledge about their own country.
UTB at the beginning of the year embarked on initiatives to promote sports tourism. This was kicked off by a partnership with the Uganda Golf Union in which the Uganda Golf Tours were born; allowing golfers traverse different parts of the country playing the game of golf and in addition touring their country.
About Guide2Uganda
Guide2Uganda (www.guide2uganda.ug) is the most comprehensive source of information about Uganda that exists on the web, with more content on Uganda and surrounding towns, attractions, museums and galleries than any other online guide that currently exists for Uganda as well as being a dynamic news and comprehensive events driven site with content being added daily.
According to WeFollow & Peer Index (whom both measure online influence) we are among the most influential online media organizations in Uganda. We were also awarded for ‘’Best Destination Website in Uganda’’ by Jumia Travel Uganda in the 2017-2018 Africa Travel Awards. If you are planning a visit to Uganda you can always reach us on; info@guide2uganda.ug
