Africa-Press – Uganda. Uganda is intensifying its tourism marketing strategy, aligning diplomatic missions, targeted market engagement, and immersive visitor experiences to strengthen international arrivals ahead of the 2026 Pearl of Africa Tourism Expo (POATE).
The coordinated approach brings together the Ministry of Foreign Affairs and the Uganda Tourism Board (UTB) to deepen engagement in priority source markets under the country’s revised national tourism marketing strategy.
In recent weeks, Uganda has hosted delegations of tour operators from Turkey, Egypt, China, and Canada on familiarisation trips across key tourism sites. While such visits are not new, officials say their timing and structured coordination reflect a more focused strategy aimed at converting interest into confirmed travel.
The renewed push comes on the back of strong sector performance. According to the Ministry of Tourism, Wildlife and Antiquities, tourism earnings rose to USD 1.7 billion (about Shs6.1 trillion) in 2025, up from USD 1.28 billion in 2024. International arrivals also increased from about 1.3 million to 1.65 million visitors over the same period.
Officials now say the next phase of growth will focus on improving the quality of tourism by sustaining demand, enhancing Uganda’s destination image, and increasing visitor spending.
Familiarisation trips—commonly known as fam trips—are at the centre of this strategy. By exposing tour operators, media representatives, and content creators to Uganda’s tourism offerings, authorities aim to bridge the gap between destination awareness and actual bookings.
Industry officials say these engagements directly influence how Uganda is packaged in source markets, including itinerary design, pricing, and product positioning.
The Uganda Tourism Board has also increasingly integrated diplomatic missions into its tourism promotion strategy, using foreign embassies to enhance visibility and strengthen engagement in key markets.
Ministry data shows growing interest in long-haul markets, including a 19% increase in demand from Canada, alongside steady growth from regional and international travellers. These markets are seen as particularly valuable due to higher spending patterns, longer stays, and preference for experiential tourism.
Uganda is positioning itself to tap into these segments by offering immersive travel experiences ranging from wildlife safaris to cultural and adventure tourism.
According to UTB Chief Executive Officer Juliana Kagwa, the approach is designed to ensure that engagements translate into tangible business outcomes.
“Familiarisation trips have always been part of how destinations build visibility, but we are now aligning them more closely with our priority markets and platforms like POATE,” Kagwa said.
She added that early exposure to the destination allows for faster conversion from interest to commercial partnerships.
“By the time our partners arrive, they already understand the destination, which allows us to move faster from conversations to actual business,” she said.
Kagwa further noted that POATE remains a key marketplace for Uganda’s tourism industry, bringing together buyers and sellers to facilitate deals and partnerships.
“POATE is a key marketplace. Our focus is to ensure we bring in the right buyers and position Uganda competitively so that real deals can happen,” she added.
Tourism remains one of Uganda’s leading foreign exchange earners, with wide linkages across hospitality, transport, agriculture, and the creative sector.
As POATE 2026 approaches, Uganda’s combined use of commercial diplomacy and targeted tourist immersions signals a shift toward a more data-driven and market-focused tourism strategy aimed at boosting both arrivals and visitor value.
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