Uganda and Tanzania have taken a significant step toward deepening regional tourism cooperation following a high-level roadshow held in Dar es Salaam, bringing together industry players to forge partnerships and unlock cross-border opportunities.
The Uganda–Tanzania Tourism Roadshow, held at the Hyatt Regency Dar es Salaam on April 28, was organised by the Uganda High Commission Dar es Salaam under the theme “Promoting Regional Tourism Partnerships & Business Linkages.”
The event convened tourism stakeholders from both countries to strengthen collaboration, promote joint destination marketing, and expand business linkages within the East African region.
Uganda’s Deputy High Commissioner to Tanzania, Amb. Elizabeth Allimadi, said the initiative reflects a growing push toward regional integration through tourism.
“By working together, we’re strengthening regional cooperation and regional value chains, enhancing destination competitiveness and creating a unified East African destination,” she said.
Allimadi noted that beyond showcasing tourism potential, the roadshow also aimed to build people-to-people connections and attract investment into the sector. She also used the platform to invite stakeholders to the upcoming Pearl of Africa Tourism Expo in Kampala.
The President of the Tanzania Association of Tour Operators (TATO), Willy Chambulo, emphasized the need for collaboration rather than competition among regional players.
“Both Uganda and Tanzania are not competitors but are all aiming at selling markets,” Chambulo said, adding that improved infrastructure remains critical to enabling seamless travel across borders.
On his part, Isa Kato, Vice President of the Uganda Tourism Association (UTA), highlighted the central role of the private sector in driving regional integration.
“Our leaders sign the treaties, but it is the private sector that must breathe life into them,” he said, calling for stronger partnerships to position East Africa as a competitive, single tourism destination.
The roadshow also featured a presentation by the Uganda Tourism Board (UTB), which showcased Uganda’s key attractions, including mountain gorilla trekking, Big Five safaris, birding, and primate tracking.
A major highlight of the event was the signing of two Memoranda of Understanding between UTA and the Zanzibar Association of Tour Operators (ZATO), as well as between UTA and TATO.
The agreements commit the parties to collaborate in joint marketing, business-to-business linkages, knowledge sharing, and capacity building, while also promoting combined tourism packages and participation in regional trade fairs.
Officials say the partnerships are expected to boost tourist arrivals, encourage innovation in tourism products, and strengthen regional integration within East Africa’s tourism sector.
The roadshow concluded with business-to-business engagements and networking sessions between tour operators from both countries, laying the groundwork for deeper cooperation and sustained growth in cross-border tourism.