The Uganda Tourism Board (UTB), in collaboration with the Ugandan Embassy in Washington, is hosting a high-level delegation of US-based tour agents for a week-long familiarization tour across the country.
This is part of the country’s renewed effort to position Uganda as a prime destination for American tourists. The initiative, spearheaded by Uganda’s ambassador to the United States, Robinah N. Kakonge, marks a fresh diplomatic and commercial push aimed at unlocking tourism and investment opportunities through direct engagement with international travel markets.
The six-member, all-women delegation of influential American travel consultants and planners was received in Kampala with a networking dinner hosted by Kakonge, alongside key stakeholders from Uganda’s tourism sector.
“This moment represents more than hospitality, it’s a bridge to economic and cultural partnerships that can reshape opportunities for Ugandans across several sectors…We are ready to showcase Uganda’s vibrancy, potential, and talent,” said Kakonge.
The visit, funded under Uganda’s Economic and Commercial Diplomacy (ECD) Fund, is also part of a broader strategy to transform embassies into engines for trade, tourism, and investment. Julianna Kagwa, CEO of Uganda Tourism Board (UTB), said Uganda has long struggled with limited visibility in premium markets due to underfunded marketing efforts.
“This initiative seeks to break that cycle by bringing the buyers here, letting them experience the product directly,” said Kagwa.
The itinerary includes visits to national parks, cultural heritage sites, and community tourism projects, blending adventure and conservation with socio-economic development.
Delegates are expected to engage with local entrepreneurs, tour operators, and innovation hubs, positioning Uganda as both a world-class eco-tourism destination and a model for community-led development.
“This trip is not just about scenery; it’s about forming relationships and creating business pipelines,” said one of the visiting agents.
“Many Americans are seeking authentic, meaningful travel. Uganda has what they’re looking for, they just need to hear about it.”
Tourism remains one of Uganda’s key foreign exchange earners, contributing 7.7% to GDP and employing over 667,000 people before the COVID-19 pandemic. Although international arrivals are recovering, earnings remain below pre-pandemic levels, highlighting the urgency to diversify source markets.
The US ranks among Uganda’s top five non-African tourism sources, but its potential remains largely untapped. Barriers, including limited promotion and poor air connectivity, continue to hinder growth. This latest effort seeks to cultivate tourism ambassadors who can effectively market Uganda to a discerning US audience.
“We’ve long relied on European and regional tourists,” said Vivian Lyazi , commissioner for tourism development in ministry of Tourism. “But the American market, especially for premium, experience-based travel, is growing fast, and we need to be proactive about it.”
A desperate gamble to make Museveni’s Uganda marketable to Trump.
Stay away from Queen Elizabeth Park then. It’s embarrassingly badly run. Kidepo, Bwindi, Kibaale and Murchison.