The Ghetto Kids FIFA World Cup performance has become more than a moment of entertainment, with the Uganda Tourism Board (UTB) saying the group’s appearance on one of the world’s biggest sporting stages has helped elevate Destination Uganda to a global audience.
The board believes the internationally recognised dance troupe has become an important partner in showcasing Uganda’s youthful energy, creativity and cultural identity, following its performance alongside Colombian music star Shakira during the FIFA World Cup final.
Speaking during the group’s homecoming after they arrived at Entebbe International Airport, UTB Chief Executive Officer Juliana Kagwa said the partnership with the Ghetto Kids was not a last-minute collaboration but the result of months of planning.
According to Kagwa, the Uganda Tourism Board had been working closely with the group’s management well before the World Cup to position Uganda as a vibrant tourism destination through authentic digital storytelling.
She said the decision to work with the Ghetto Kids was informed by the group’s ability to represent Uganda’s talent, culture, food and creativity on international platforms.
Before travelling for the FIFA World Cup final, the Ghetto Kids collaborated with UTB on tourism promotion content designed to showcase some of Uganda’s best-known attractions.
Kagwa said the campaign included filming at Murchison Falls National Park, the Source of the Nile and other destinations as part of efforts to encourage international travellers to consider Uganda for future visits.
The initiative formed part of the Uganda Tourism Board’s wider Destination Uganda campaign, which increasingly relies on digital creators and influencers to reach global audiences.
The board says this strategy complements traditional tourism marketing while allowing authentic Ugandan voices to tell the country’s story.
The Ghetto Kids have built an international reputation through dance performances and a strong social media presence, making them one of the country’s most recognisable entertainment exports.
Their latest appearance on the FIFA World Cup final stage has now become part of Uganda’s broader tourism promotion efforts.
The partnership also comes as Uganda prepares to co-host the 2027 Africa Cup of Nations (AFCON).
UTB says preparations for the continental football tournament include identifying influential personalities both inside and outside Uganda to help promote the country’s tourism offerings.
Kagwa explained that influencers are expected to play an important role in introducing Uganda to potential visitors ahead of the tournament.
The board views AFCON 2027 as an opportunity to strengthen Uganda’s international tourism profile while attracting more visitors through digital campaigns and authentic storytelling.
The collaboration with the Ghetto Kids fits within that long-term strategy.
“We have been engaging the Ghetto Kids through their management for the last few months before the World Cup because they represent local talent and have positioned Uganda as a country full of vibrancy, culture, food and creativity.”
Kagwa also explained how the tourism content was created before the group travelled.
“Some of the content they produced was filmed at Murchison Falls National Park, the Source of the Nile and other destinations, all in the service of showcasing Uganda as the next best destination to visit.”
She said UTB’s influencer programme extends beyond a single campaign.
“We have identified influencers both within Uganda and abroad, and fortunately, this is the tipping point for tourism. We are onboarding them as part of our preparations for AFCON because we believe their influence can help us reach millions of potential visitors.”
Kagwa described the World Cup appearance as an opportunity to present another side of Uganda to international audiences.
“As UTB, we are excited that our ambassadors and influencers got this opportunity on the world’s biggest platform to showcase our country. We see an opportunity to leverage this visibility to tell the world that Uganda is young, vibrant and incredibly talented.” She added: “We are proud of the opportunity to partner with them.”
The Uganda Tourism Board has increasingly incorporated influencers and digital creators into its tourism campaigns, alongside more traditional promotional activities.
The Ghetto Kids’ international profile gives UTB access to audiences that may not typically engage with conventional tourism advertising.
Tourism stakeholders also believe the group’s growing international visibility presents an opportunity to attract younger travellers interested in destinations known for music, dance, culture and authentic experiences.
Although the board has expressed confidence in the campaign, no official tourism performance data or visitor figures linked to the World Cup appearance have been announced.
Similarly, the identities of additional influencers expected to join the Destination Uganda campaign, as well as the duration of UTB’s partnership with the Ghetto Kids, have not been disclosed.
Uganda continues preparations to co-host AFCON 2027. UTB has confirmed it will continue onboarding influencers as part of those preparations while expanding its Destination Uganda marketing efforts.
The board says it intends to build on the international visibility generated by the Ghetto Kids FIFA World Cup appearance as it continues promoting Uganda through digital storytelling, culture and homegrown creative talent.
