Destination Uganda has been awarded the “Best in Show – Africa” for its immersive and experiential showcase at the Travel & Adventure Show, one of North America’s largest consumer travel exhibitions.
The award recognizes Uganda’s outstanding presentation, which highlighted the country’s authentic adventure experiences, rich cultural heritage, and renowned hospitality.
The Destination Uganda stand captivated visitors with interactive storytelling, vibrant visuals, and engaging experiences that brought Uganda’s tourism offerings to life.
The achievement was the result of a collective effort led by the Destination Uganda team, in close collaboration with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and private-sector tourism stakeholders from Uganda.
Tourism officials say the recognition reinforces Uganda’s growing visibility and competitiveness in the U.S., a key source of high-value travelers seeking adventure, nature, and cultural experiences.
“This win affirms Uganda’s promise of authentic adventure, culture, and warmth, and strengthens our positioning as a must-visit destination in Africa,” the Destination Uganda team said.
The Travel & Adventure Show is North America’s largest consumer travel event, attracting more than 150,000 visitors annually. Operating on a Business-to-Consumer (B2C) model, the show provides destinations with a direct platform to engage travelers, inspire bookings, and build brand loyalty.
Uganda’s award-winning showcase is expected to boost interest in the destination, support tourism recovery efforts, and create new opportunities for partnerships, tour bookings, and destination awareness in the U.S. market.
Tourism stakeholders noted that the recognition underscores the importance of collaboration between government missions abroad and the private sector in promoting Uganda as a world-class tourism destination.