KAMPALA — Uganda's Embassy in Addis Ababa has concluded a 10-day familiarization trip that brought Ethiopian media influencers, tour operators, travel professionals, content creators and prospective investors to Uganda in a bid to strengthen tourism promotion, investment partnerships and people-to-people ties between the two countries.
The trip, which ran from May 23 to June 2, followed the Ethiopian delegation's participation in the Pearl of Africa Tourism Expo (POATE) 2026 and forms part of Uganda's broader strategy to market itself as a leading tourism and investment destination on the continent.
The initiative was organized under Uganda's Economic and Commercial Diplomacy framework and aligns with the government's Tenfold Growth Strategy, which identifies tourism as a key driver of economic transformation, job creation, regional integration and international engagement.
Speaking before the delegation's departure from Addis Ababa, Uganda's Ambassador to Ethiopia, Rebecca Otengo Amuge, described the familiarization trip as an example of diplomacy built around practical experiences capable of unlocking tourism, trade, investment and cultural exchange opportunities.
"This journey is more than a tourism circuit; it is a bridge of visibility, trust, investment opportunity and African storytelling," Ambassador Amuge said.
"Through this experience, we want our Ethiopian brothers and sisters to encounter Uganda beyond brochures and engage directly with our wildlife heritage, hospitality, business potential, culture, conservation efforts and the warmth of our people."
During their stay, the visitors toured several of Uganda's major tourism, conservation and cultural sites, including the Kasubi Tombs, Namugongo Martyrs Shrine, Source of the Nile in Jinja, Ziwa Rhino Sanctuary, Murchison Falls National Park, Kibale National Park, Bwindi Impenetrable National Park, Africa Coffee Park in Ntungamo and Lake Mburo National Park.
The delegation participated in activities such as rhino tracking, chimpanzee tracking, mountain gorilla trekking, community tourism experiences, coffee tourism engagements and wildlife conservation programmes.
Officials said the mission was designed not only to promote Uganda's tourism attractions but also to create opportunities for cooperation in tourism investment, aviation, hospitality development, destination marketing and coffee value addition.
Michael Wamai, Counsellor and Economic and Commercial Diplomacy Officer at the Ugandan Embassy in Addis Ababa, said the programme was among the most strategic regional tourism familiarization initiatives undertaken by Uganda in recent years.
"Our objective was not simply to market destinations. We sought to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences," Wamai said.
"The interactions, partnerships and visibility generated during this mission demonstrate the growing potential of tourism diplomacy as a catalyst for deeper economic cooperation."
Members of the Ethiopian delegation said the trip had transformed their perception of Uganda and strengthened connections between the two countries.
Henok Tsegaye of Hibir Ethiopia Tours said the experience evolved into something much deeper than a tourism visit.
"What began as a gathering of Ethiopians and Ugandans brought together by circumstance slowly evolved into something far more meaningful. We leave Uganda carrying far more than photographs and souvenirs. We carry friendships, memories and a deeper understanding of this beautiful country," he said.
Ethiopian entrepreneur and tourism advocate Ashu Z-Arada described the visit as a life-changing experience that exposed him to Uganda's tourism and investment opportunities.
"I arrived in Uganda knowing very little about the country. I leave inspired by its natural beauty, conservation achievements, investment opportunities and the extraordinary hospitality of its people," he said.
As the delegation departed, participants expressed interest in returning to Uganda for tourism, business and investment opportunities and pledged to promote the country's attractions within Ethiopia and other markets.
Officials said the successful completion of the familiarization trip marks another milestone in strengthening Uganda-Ethiopia relations and highlights the growing role of tourism diplomacy in advancing African integration, economic cooperation and cultural exchange.
