Uganda’s rich cultural heritage, tourism potential, and sporting spirit took the spotlight in Rabat on Monday evening 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.
The event forms part of a broader destination marketing and cultural diplomacy push aimed at strengthening Uganda’s international profile under the Explore Uganda brand.
The high-profile gathering brought together a diverse audience, including Moroccan officials and diplomats, Ugandan parliamentarians, members of the Ugandan diaspora in North Africa, and international guests from countries such as South Sudan, Rwanda, Botswana, and the United Kingdom.
In his keynote remarks, State Minister for Tourism, Wildlife and Antiquities, Hon. Martin Mugara, described the initiative as a strategic platform that leverages culture and sport to promote Uganda globally.
“Through events like Uganda Night in Morocco, we demonstrate how culture, sport, and tourism can work together to position our country on the global stage,” Mugara said, emphasizing the event’s role in showcasing the “richness and diversity of the Pearl of Africa.”
The showcase featured a dynamic presentation led by Nyende Francis, UTB’s Marketing Manager, that highlighted Uganda’s unique tourism offerings.
Traditional music, storytelling, and vivid visual displays brought to life the country’s natural beauty—from its world-renowned wildlife and lush landscapes to its vibrant cultural traditions and warm hospitality.
For FUFA President Moses Magogo, the partnership between sports and tourism represents an innovative way to tell Uganda’s story beyond the football pitch.
“Football speaks a universal language,” Magogo said. “Our partnership with UTB allows us to use the passion of the game to tell Uganda’s story to the world, helping position the country as a premier tourism destination.”
UTB board members, including Operemo Vincent and Vivian Lyazi, stressed the importance of engaging the Ugandan diaspora and international partners to attract visitors and investment.
They highlighted the long-term branding value of expanding Uganda’s tourism footprint into North African markets, a strategy designed to open doors to new partnerships and travel opportunities.
The event also garnered strong media interest across Morocco, Uganda, and international outlets—boosting the visibility of Uganda’s tourism message throughout the region.
The “Uganda Night” initiative comes amid intensified efforts by Uganda to grow its tourism and cultural sectors while building global connections through sports diplomacy, particularly as the country prepares for upcoming continental events such as the Africa Cup of Nations (AFCON).
