Rabat, Morocco – The Uganda Tourism Board (UTB), in partnership with the Federation of Uganda Football Associations (FUFA), on Monday night hosted a vibrant “Uganda Night” cultural showcase at Villa Soraya in Rabat. The event formed part of high-level destination marketing, 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 Mugara, brought together a distinguished Ugandan delegation, including a FUFA team led 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 Mugara 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 showcase the richness and diversity of the Pearl of Africa while benchmarking good practices to grow our destination and sports appeal ahead of upcoming African tournaments.”
The showcase featured an immersive presentation by Nyende Francis, UTB’s Marketing Manager, highlighting Uganda’s diverse tourism experiences. The presentation included traditional music, cultural storytelling, and destination highlights that vividly brought to life the country’s natural beauty, rich heritage, and warm hospitality.
FUFA President Moses Magogo emphasized the role of football as a unifying and influential platform for 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 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.”
UTB Board Member Operemo Vincent highlighted the importance of diaspora and international engagement in tourism growth, saying: “Events like Uganda Night create meaningful connections between Uganda and global audiences. They enable 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.”
His counterpart on the UTB Board, Lyazi Vivian, underscored the long-term 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 coverage from sports and lifestyle media in Morocco, Uganda, and international outlets, significantly amplifying Uganda’s tourism message and visibility across the region.
