Uganda has renewed its push to attract German tourists, investors and tourism operators, with State House Diaspora Unit Head Mohammed Bagonza describing the country as "a place unlike any other" during a tourism promotion event in Düsseldorf, Germany.
Bagonza made the remarks at the Uganda–Germany Tourism Roadshow, organised by the Uganda Embassy in Berlin in partnership with the Uganda Tourism Board.
The event brought together tourism stakeholders, tour operators and government representatives from Uganda and Germany as part of efforts to strengthen tourism partnerships and position Uganda as a preferred destination in the European market.
The roadshow is one of a series of promotional engagements ahead of the inaugural Uganda Cultural and Tourism Festival, scheduled to take place in Munich from June 26 to June 28.
Addressing participants, Bagonza said Uganda offers visitors an authentic and memorable experience rooted in its people, culture and natural environment.
"In a world where many destinations are competing for your attention, Uganda offers something increasingly rare: authenticity. Uganda remains wonderfully natural, remarkably diverse, and deeply connected to its people, culture, and environment," he said.
Bagonza highlighted some of Uganda's iconic attractions, including the source of the River Nile, Lake Victoria, Bwindi Impenetrable National Park, Murchison Falls, the Rwenzori Mountains and the country's renowned Big Five wildlife experience.
He also called on German businesses and tourism operators to explore investment and partnership opportunities in Uganda.
"Visit Uganda. Invest in Uganda. Partner with Uganda. Discover for yourself why Winston Churchill described Uganda as the Pearl of Africa. More than a century later, the Pearl still shines," he said.
Speaking on behalf of Uganda's Ambassador to Germany, Stephen Mubiru, Second Secretary Jessica Namuddu underscored the strong bilateral relations between Uganda and Germany.
She also showcased Uganda's mountain gorillas, diverse wildlife, rich cultural heritage and breathtaking landscapes as key attractions for international visitors.
Germany remains one of Uganda's top seven source markets for international tourists, alongside the United States, the United Kingdom and several East African neighbours, according to Uganda's tourism authorities.
While officials did not provide updated figures, the Uganda Tourism Board has previously described Europe as a strategically important market for the growth of Uganda's tourism sector.
The Düsseldorf roadshow precedes a three-day Uganda Cultural and Tourism Festival in Munich that will feature traditional dance, music, fashion and food, alongside a business and investment forum targeting Ugandan diaspora entrepreneurs and German firms.
Organisers have described the festival as the largest Ugandan public event ever held in Germany.
The latest outreach campaign follows Uganda's participation at ITB Berlin in March, the world's largest travel trade fair, and comes ahead of the 2027 Africa Cup of Nations, which Uganda will co-host with Kenya and Tanzania.
According to industry estimates, Uganda's tourism sector contributed an estimated US$1.3 billion to the economy in 2023, with international arrivals projected to approach two million by 2028.
The government's renewed tourism drive forms part of broader efforts to position tourism as a key contributor to foreign exchange earnings, job creation and economic growth.
