Uganda Tourism Board (UTB), in partnership with the Federation of Uganda Football Association (FUFA), hosted a vibrant “Uganda Night”
cultural showcase at Villa Soraya in Rabat, Morocco. This is part of the high-level destination marketing and cultural diplomacy and media activation initiatives under the “Explore Uganda” brand.
The event graced by the State Minister for Tourism, Wildlife and Antiquities, Hon. Martin Mugarra, brought together distinguished Ugandan delegation that included Federation of Uganda Football Association (FUFA) team lead 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. Martin Mugarra praised the initiative as a strategic approach to
tourism promotion, noting: “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 on the good practices tO grow out destination and sports appeal in the coming
Africa tournament,” the Minister added.
The showcase featured an immersive preserntation from Nyende Francis UTB’s Marketing Manager on Uganda’s tourism experiences. This included traditional music, cultural storytelling, and destination highlights that vividly brought to life the country’s natural beauty, heritage, and warm hospitality.
The FUFA President, Moses Magogo, emphasized the role of football as a unifying and influential
platform for destination branding.
“Footbal 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 Vincent Operemo highlighted the importance of the diaspora and internationalengagement in tourism growth, saying: “Events like Uganda Night create meaningfulConnections between Uganda and global audiences. They enable us to directly engage thediaspora, media, and international partners, while reinforcing confidence in Uganda as adestination rich in culture, opportunity, and authentic experiences.”
His counterpart on UTB Board, Vivian Lyazi, underscored the long-tem brand impact of the
initiative, noting: “This showcase goes beyond celebration; it is strategic destination marketing.
By taking The Explore Uganda” brand to new markets such as North Africa, we are expanding
our tourism footprint and opening doors for future partnerships, travel, and investment.”
The event attracted extensive media coverage from sports and lifestyle media fraternities in both Morocco, international media and Uganda, significantly amplifying Uganda’s tourism message and visibility across the region.
About Uganda Tourism Board
Uganda Tourism Board (UTB) is a statutory organisation established in 1994. UTB İs mandated to promote and market Uganda domestically, across the region, and internationally, to promote quality assurance in tourist facilities through training, grading, and classification, to promote tourism investment, and to support and act as a liaison for the private sector in tourism development.
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