That Uganda is the Pearl of Africa is undoubted. The countries’ beautiful scenery in all corners – the mountains, the Nile and its source, the forests, the national parks, the falls, the culture, the legendary sites, the food and lots of attractions.
The government has spent lots of money investing in advertisement on international media but forget the most important sector to promote Uganda which is sports.
For that matter, it is high time the Uganda Tourism Board (UTB) joined hands with Sports bodies and federations to promote tourism which in turn will earn Uganda more revenue through tourists who will yearn to come here.
Imagine, Fufa and the Uganda Premier League organizing an initiative for say Uganda Cranes players, league champions or Uganda Cup winners to visit precious destinations.
In this case, a Ugandan footballer who has visited such places and plays abroad will be the first-hand promoter of such destinations to his teammates and literally becomes an ambassador of the country in that regard.
In other words, if our players have had chances of visiting some of these tourism destinations in Uganda, they then have some knowledge on what tips to give to those foreigners that would want to catch their offseason holidays in any of the luxurious places with either their families, team mates, or friends, hence increasing foreign exchange indirectly through sports and having an economical input to the country at large.
Martin Lugwana, a Tourist Guide working with Go Gorilla Trekking and Self Driving Uganda and he is now a patron for his former club Ntinda United advises on how this can be done achieved.
“It is about stakeholders coming together and draw a plan in harmony on how to directly create awareness of sports and tourism to the entire sports class in Uganda,” says Lugwana.
“How about sports clubs in conjunction with tourism companies, UTB and Uganda World Life Authority (UWA) in this case arrange visits off-season to destinations like Uganda’s national parks: Murchison Falls National Park, Queen Elizabeth National Park, Kidepo National Park, Kibale National Park, Bwindi Impenetrable National Park, Lake Mburo, for wildlife, and gorilla trekking,” adds Lugwana.
“There are also other adventurous and enjoyable activities like bungee jumping, whitewater rafting, golfing, and horseback riding that some of our players can enjoy passionately with pleasure. In the end, players refresh their mind and return to action in better shape and mentality but also get to tell the rest about such places.”
Lugwana highlights Jinja for instance as an area where activities like white water rafting is available cheaply and says that there are registered companies that federations and sports bodies can contact for such purposes of visits through either car hire for self-drive or being guided by tour officials of these legit companies.
“Here in Uganda, whitewater rafting activities are mainly done in Jinja; Uganda’s adventure capital on the Nile and Lake Victoria and lots of other activities happen in this area.”
With Uganda now preparing to host Africa Nations Championship (CHAN) early next year and the Africa Cup of Nations in 2027, Lugwana believes Fufa and UWA can partner for the benefit of selling this country to the expected visitors that will come here including European based footballers who will be here to present their countries.
There are also sports personalities in the country that are big brands right now. People like Joshua Cheptegei, Moses Kipsiro, Oscar Chelimo, Ibrahim Ssekagya and Denis Onyango among others can be used to promote tourism through ambassadorial roles.
“You can imagine how many people would visit Uganda on recommendation of Onyango and Ssekagya who have made friends all over the world?”
“I wish the two bodies; Fufa and UWA sit and discuss some of the benefits to the sports industry in Uganda.
“For instance, if FUFA prepares a tournament for a fixed time, then the winner of the trophy should proudly be given an opportunity by UWA to visit the rare places of Uganda for a holiday, get their trips sponsored, and sleep in nice hotels or eco lodges by conservation policy.
“By doing so, the two bodies will have hit a jackpot because the winners will work hard to surpass the others because of the extra benefits at the end of the season. This will increase competition on the pitch, increase fan base, the numbers will translate into sponsorships and in the end, government scoops the revenue through taxes in the long run. Hence boosting the country’s GDP through sports tourism.”
Let’s try as much as we can to use any chance to position our country, Uganda, as a global tourism destination of choice for anyone.
The post Sports and Tourism: How Uganda can promote and boost tourism through sports and athletes appeared first on Kawowo Sports.
