RABAT, MOROCCO
Uganda took center stage in North Africa as the Uganda Tourism Board (UTB), in partnership with the Federation of Uganda Football Associations (FUFA), hosted a vibrant Uganda Night Cultural Showcase at Villa Soraya in Rabat, on 29 December, 2025. The event formed part of high-level destination marketing, cultural diplomacy, and media activation initiatives under the ‘Explore Uganda’ brand, aimed at positioning the country as a premier tourism destination on the global stage.
Graced by the State Minister for Tourism, Wildlife and Antiquities, Hon. Martin Mugara, the colorful evening, brought together a distinguished Ugandan delegation. The gathering included the FUFA team led by President Moses Magogo, Members of Parliament, UTB Board Members, members of the Ugandan diaspora community in Morocco, media representatives, and invited international guests from Morocco, South Sudan, Rwanda, Botswana, and the United Kingdom.
Speaking at the event, Hon. Mugara praised the initiative as a strategic and innovative approach to tourism promotion. He noted that blending culture, sport, and tourism offers a powerful platform for global engagement. “Uganda Night in Morocco is a strong demonstration of how culture, sport, and tourism can work together to position our country on the global stage. Through such engagements, we are showcasing the richness and diversity of the Pearl of Africa as we benchmark good practices to grow our destination and sports appeal ahead of the coming Africa tournament,” he said.
The showcase featured an immersive presentation by UTB Marketing Manager, Nyende Francis, who highlighted Uganda’s diverse tourism experiences. Through traditional music, cultural storytelling, and compelling destination highlights, guests were taken on a vivid journey showcasing Uganda’s natural beauty, rich heritage, and renowned hospitality.
FUFA President Moses Magogo emphasised the unique role of football as a unifying and influential platform for destination branding. “Football speaks a universal language. Our partnership with UTB allows us to use the passion of the game to tell Uganda’s story beyond the pitch. As we look to AFCON and beyond, we are proud to contribute to positioning Uganda as a premier tourism destination in Africa and the world,” he said.
UTB Board Member Operemo Vincent highlighted the importance of diaspora and international engagement in driving tourism growth. He noted that events like Uganda Night foster meaningful connections with global audiences, enabling direct engagement with the diaspora, media, and international partners while reinforcing confidence in Uganda as a destination rich in culture and opportunity.
His counterpart on the UTB Board, Lyazi Vivian, underscored the long-term brand impact of the initiative, stating that the showcase went beyond celebration to serve as strategic destination marketing. By taking the ‘Explore Uganda’ brand to new markets such as North Africa, she said, Uganda is expanding its tourism footprint and opening doors for future partnerships, travel, and investment.
The event attracted extensive coverage from sports and lifestyle media in Morocco, Uganda, and international outlets, significantly amplifying Uganda’s tourism message and visibility across the region.
