Uganda has showcased its rich cultural heritage and tourism potential at a high-profile “Uganda Night” event held at Villa Soraya in Rabat, Morocco, as part of efforts to promote the country under the Explore Uganda brand.
The event was hosted by the Uganda Tourism Board (UTB) in partnership with the Federation of Uganda Football Associations (FUFA) and formed part of Uganda’s destination marketing, cultural diplomacy, and media engagement initiatives.
It was graced by the State Minister for Tourism, Wildlife and Antiquities, Martin Mugara, and attracted a distinguished Ugandan delegation that included FUFA President Moses Magogo, Members of Parliament, UTB Board members, members of the Ugandan diaspora in Morocco, media representatives, and invited international guests from Morocco, South Sudan, Rwanda, Botswana, and the United Kingdom.
Mugara said Uganda Night demonstrates how culture, sport, and tourism can be leveraged together to position Uganda on the global stage.
“Through such engagements, we are showcasing the richness and diversity of the Pearl of Africa while benchmarking best practices to grow our destination and sports appeal, especially as we look ahead to upcoming African tournaments,” Mugara said.
The showcase featured an immersive destination presentation by UTB Marketing Manager Nyende Francis, highlighting Uganda’s tourism experiences through traditional music, cultural storytelling, and destination imagery that brought to life the country’s natural beauty, heritage, and renowned hospitality.
FUFA President Moses Magogo said football provides a powerful platform for storytelling beyond the pitch.
“Football speaks a universal language. Our partnership with UTB allows us to use the passion of the game to tell Uganda’s story beyond sport. As we look to AFCON and beyond, we are proud to contribute to positioning Uganda as a premier tourism destination in Africa and globally,” Magogo said.
UTB Board Member Operemo Vincent emphasized the role of diaspora and international engagement in driving tourism growth, noting that events such as Uganda Night help build meaningful global connections.
“They allow us to directly engage the diaspora, media, and international partners while reinforcing confidence in Uganda as a destination rich in culture, opportunity, and authentic experiences,” he said.
His fellow UTB Board Member, Vivian Lyazi, said the initiative goes beyond celebration and is part of 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,” Lyazi said.
The event attracted extensive coverage from sports and lifestyle media in Morocco, Uganda, and other international outlets, significantly amplifying Uganda’s tourism message and visibility across the region.
