By Caroline.N.
Uganda has strengthened its tourism promotion efforts in Europe following the successful conclusion of a series of tourism roadshows across Belgium, the Netherlands and Luxembourg under the government’s Economic and Commercial Diplomacy agenda.
The engagements, organised by the Ministry of Foreign Affairs through Uganda’s Mission to the European Union in collaboration with the Uganda Tourism Board (UTB), aimed at positioning Uganda as a competitive and sustainable tourism destination while expanding investment and business partnerships with key European markets.
The Ugandan delegation, comprising officials from UTB, the Uganda Wildlife Authority (UWA) and a team of local tour operators, concluded the final engagements in Utrecht, Netherlands, showcasing a coordinated public–private partnership approach to promoting the country’s tourism potential.
Uganda’s Ambassador to the European Union, H.E. Mirjam Blaak Sow, said tourism remains a key pillar in the country’s economic transformation agenda due to its contribution to foreign exchange earnings, job creation and inclusive growth.
She noted that the roadshows were designed to deepen bilateral partnerships, expand Uganda’s tourism presence in Europe and accelerate the sector’s contribution to national development.
The promotion campaign comes at a time when the BENELUX region continues to register strong outbound travel demand, particularly for authentic, nature-based and sustainable tourism experiences — areas where Uganda holds a competitive advantage.
During the engagements, Ugandan private sector players directly interacted with tourism buyers and travel trade partners from Luxembourg, Belgium and the Netherlands, creating business linkages expected to increase tourist arrivals and market access across the tourism value chain.
UTB Chief Executive Officer Juliana Kagwa said the roadshows provide an opportunity to enhance Uganda’s visibility in priority source markets while addressing the specific interests of international travellers.
She emphasised that participation in such international engagements reflects Uganda’s commitment to competing effectively in global tourism markets while ensuring that the sector delivers tangible economic benefits to citizens.
The BENELUX roadshows form part of Uganda’s broader strategy to strengthen its footprint in Europe and attract high-value visitors to experience the country’s diverse adventure, nature and cultural tourism offerings.
Through the integration of diplomatic engagement and targeted destination marketing, government and private sector stakeholders expect the initiative to generate sustainable commercial opportunities and further promote Uganda as the “Pearl of Africa” on the global tourism stage.