A delegation of twelve German travel trade partners has successfully completed a ten-day familiarization (fam) trip to Uganda, aimed at showcasing the country’s tourism potential, cultural diversity, and investment opportunities.
The initiative, themed “Experience Uganda, the Pearl of Africa,” was organized by the Embassy of the Republic of Uganda in Berlin in collaboration with the Uganda Tourism Board (UTB).
Led by Uganda’s Ambassador to Germany, H.E. Stephen Mubiru, the group visited leading tourism attractions and community-driven projects across the country.
Highlights included a tour of Zziwa Rhino Sanctuary, recently celebrated for its baby rhino naming campaign, reflecting Uganda’s commitment to wildlife conservation and sustainable tourism.
The delegation also experienced the rich culture of Buganda at Ewaffe Cultural Village, a women- and family-led enterprise promoting community tourism and cultural preservation.
The visit emphasized Uganda’s focus on inclusive and authentic tourism experiences that empower local communities.
Ambassador Mubiru noted that the trip is part of Uganda’s broader Economic and Commercial Diplomacy Strategy, which seeks to attract more German tourists, boost exports, and encourage investment.
“Germany remains one of Uganda’s top source markets. Through initiatives like this, we are deepening collaboration and creating new opportunities for mutual growth,” he said.
Currently, Uganda receives over 28,000 German tourists annually, with a target to increase the figure to 40,000 through strategic promotion, localized marketing, and the translation of tourism materials into German.
Mr. Stilson Muhwezi, First Secretary in the Ministry’s Public Diplomacy Department, reaffirmed Uganda’s commitment to supporting missions abroad under the Economic and Commercial Diplomacy Programme to enhance tourism and trade promotion.
The Embassy thanked partners who supported the trip, including the Uganda Tourism Board, Uganda Wildlife Authority, Church Hill Safaris, Wild Jungle Safaris, and Chimpundu Lodge Kibale, for their exceptional hospitality and logistical support.
The successful completion of this familiarization trip marks a significant milestone in strengthening Uganda–Germany relations through tourism, conservation, and cultural exchange.
