By Faith Barbara N Ruhinda Updated at 1620 EAT on Monday 7 July 2025

In a joint effort to promote Uganda as a premier travel destination, the Uganda Tourism Board (UTB) and the Ugandan Embassy in Washington are hosting a delegation of U.S. tour operators on a week-long familiarization tour across the country.

This initiative forms part of Uganda’s renewed strategy to position itself as a top destination for American tourists. Led by Uganda’s ambassador to the United States, Robinah N. Kakonge, the effort represents a fresh diplomatic and commercial drive to unlock new tourism and investment opportunities through direct engagement with key international travel markets.

The six-member, all-women delegation of influential American travel consultants and planners was warmly welcomed in Kampala with a networking dinner hosted by Ambassador Kakonge, alongside prominent figures from Uganda’s tourism sector.

“This moment represents more than just hospitality it is a bridge to economic and cultural partnerships that can unlock new opportunities for Ugandans across multiple sectors. We are ready to showcase Uganda’s vibrancy, potential, and talent,” said Ambassador Kakonge.

The visit, funded through Uganda’s Economic and Commercial Diplomacy (ECD) Fund, is part of a broader strategy to transform embassies into dynamic hubs for trade, tourism, and investment. Julianna Kagwa, CEO of the Uganda

Tourism Board (UTB), noted that Uganda has long faced challenges with limited visibility in premium markets, largely due to underfunded marketing efforts.

“This initiative is designed to break the cycle by bringing buyers to Uganda, giving them an authentic experience of what the country has to offer,” Kagwa explained.

The itinerary features visits to national parks, cultural heritage sites, and community-based tourism projects, highlighting the blend of adventure, conservation, and socio-economic impact.

Participants will connect with local entrepreneurs, tour operators, and innovation centers, positioning Uganda as both a premier eco-tourism destination and a pioneer in community-driven development.

“This trip isn’t just about the scenery it’s about building relationships and creating lasting business pipelines,” said one of the visiting American travel agents.
“Many U.S. travelers are seeking authentic, meaningful experiences.

Uganda has exactly what they’re looking for they just need to know it exists.”

Tourism remains one of Uganda’s top foreign exchange earners, contributing 7.7% to GDP and employing over 667,000 people prior to the COVID-19 pandemic.

While international arrivals are steadily recovering, tourism revenues have yet to return to pre-pandemic levels underscoring the urgent need to diversify source markets and strengthen global outreach.

The U.S. is already among Uganda’s top five non-African tourism source markets, but much of its potential remains underexploited. Key barriers including limited visibility and weak air travel links continue to slow progress.

This latest push aims to turn visiting agents into long-term ambassadors who can market Uganda effectively to American travelers.

“We’ve traditionally depended on European and regional visitors,” said Vivian Lyazi, Commissioner for Tourism Development at the Ministry of Tourism.

“But the U.S. market is rapidly growing, especially in the high-value, experience-based segment and we need to position ourselves to meet that demand.”

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