The Uganda Tourism Board (UTB), in partnership with the Federation of Uganda Football Associations (FUFA), hosted an exciting “Uganda Night” cultural showcase at Villa Soraya in Rabat.
The event was part of the high-level destination marketing, cultural diplomacy, and media activation efforts under the “Explore Uganda” brand.
The event, which was graced by the State Minister for Tourism, Wildlife, and Antiquities, Hon. Martin Mugara, brought together a distinguished Ugandan delegation, including FUFA President Moses Magogo, Members of Parliament, UTB Board Members, members of the Ugandan diaspora in Morocco, media representatives, and international guests from Morocco, South Sudan, Rwanda, Botswana, and the United Kingdom.
In his speech, Hon. Martin Mugara praised the initiative as a strategic approach to tourism promotion, saying.
“Uganda Night in Morocco demonstrates how culture, sport, and tourism can come together to position our country on the global stage. Through events like these, we are showcasing the richness and diversity of the Pearl of Africa and using these platforms to grow both our tourism and sports appeal ahead of upcoming African tournaments.”
The event featured an immersive presentation by Nyende Francis, UTB’s Marketing Manager, who highlighted Uganda’s tourism experiences. This included traditional music, cultural storytelling, and a showcase of the country’s natural beauty, heritage, and warm hospitality.
FUFA President Moses Magogo spoke about the role of football in destination branding, stating.
“Football speaks a universal language. Our partnership with UTB allows us to use the passion of the game to tell Uganda’s story to the world. As we approach AFCON and beyond, we are proud to help position Uganda as a premier tourism destination in Africa and beyond.”
UTB Board Member Operemo Vincent emphasized the importance of engaging the diaspora and international partners in promoting Uganda’s tourism potential:
“Events like Uganda Night create meaningful connections between Uganda and the global community. They provide a unique opportunity to engage the diaspora, media, and international stakeholders while strengthening confidence in Uganda as a destination rich in culture and opportunity.”
UTB Board Member Lyazi Vivian spoke about the long-term impact of such initiatives.
“This showcase goes beyond celebration; it’s strategic destination marketing. By taking the ‘Explore Uganda’ brand to new markets like North Africa, we are expanding Uganda’s tourism footprint and opening doors for future partnerships, investment, and travel opportunities.”
The event garnered significant media coverage from sports and lifestyle outlets in Morocco, Uganda, and international media, helping to amplify Uganda’s tourism message across the region.
