Uganda has made a vibrant case for tourism-led partnerships with Malaysia and the broader ASEAN region during the ongoing Pearl of Africa Trade and Tourism Expo in Kuala Lumpur.
Investors and tourism stakeholders attending the event expressed strong interest in strengthening cross-border collaboration, with a goal of exchanging over 5,000 tourists between Uganda and Southeast Asia by 2026.
Margaret Kafeero, Head of Public Diplomacy at Uganda’s Ministry of Foreign Affairs, noted that tourism is a key pillar of Uganda’s global engagement strategy.
“The Pearl of Africa Expo offers a unique opportunity for Uganda to position itself as a top-tier tourism destination, rich in culture, adventure, and investment potential," she said.
"We are thrilled by the enthusiasm shown by Malaysian partners and look forward to translating this into tangible collaborations,"
Tourism thought leaders at the forum called for a shift toward digital transformation and strategic partnerships.
Tuan Uzaidi Udanis from the Tourism Alliance of Malaysia urged sector players from both countries to leverage artificial intelligence and digital platforms to unlock new markets and experiences.
“These platforms allow tourism entrepreneurs to scale quickly and expand their global reach. But beyond technology, it’s about storytelling—experiences are what people remember and pay for,” said Uzaidi.
“We must promote each other. Who better to sell Uganda than Malaysian tour companies, and who better to sell Malaysia to Ugandans than Malaysian operators?”
The Uganda Investment Authority’s Executive Director, Robert Mukiza, presented a raft of incentives available to foreign investors, particularly those interested in Uganda’s fast-growing tourism and hospitality sectors.
Other contributors included Cathy Wabomba from the Uganda Chamber of Energy, representatives from the Uganda Tourism Board, and officials from the Private Sector Foundation Uganda, all echoing Uganda’s readiness to welcome more Asian investment and collaboration.
The expo also celebrated Uganda’s rich cultural identity. A gala dinner featured traditional Ugandan cuisine and a stunning performance by the Ndere Troupe, showcasing the diversity of Ugandan dance—from the high-energy Lakaraka of the North to the graceful Bakisimba of the central region and the rhythmic Ekitaguriro of the West.
A Malaysian cultural troupe reciprocated with a display of martial arts dance, offering a vibrant cultural exchange that capped the business forum on a high note.
With tourism seen as both an economic driver and a bridge between peoples, the Pearl of Africa Expo in Malaysia marks a significant step in Uganda’s ongoing campaign to boost tourism, attract investment, and build international goodwill through culture and shared experiences.