Uganda has intensified its public and commercial diplomacy efforts in Germany in a bid to attract more tourists, expand exports and secure investment ahead of a fresh global marketing campaign by its embassy in Berlin.
Officials say the government is targeting German travellers and businesses through translated promotional content, familiarisation tours and a stronger presence at major travel trade exhibitions. The goal is to significantly grow tourist arrivals from Germany and widen the market for Ugandan products.
Uganda currently receives more than 28,000 German tourists annually, making Germany one of its top source markets, according to the Uganda Tourism Board. The government now aims to raise that figure to at least 40,000.
Uganda’s Ambassador to Germany, Stephen Mubiru, said the language barrier has slowed tourism and investment mobilisation because most promotional material remains in English.
“German is largely used in official and commercial communication,” he said. “We are now developing commercial diplomacy materials and translating our documents into German to market the country more effectively.”
The embassy has set up a dedicated team to push Uganda’s visibility across Germany. The strategy includes hosting German tour operators to experience Uganda’s national parks and cultural sites, and showcasing the country at major tourism fairs in Berlin, Munich, Hamburg and Cologne.
“As tourists come, they do not only bring revenue; many become investors or partners in sectors like education and manufacturing. The goal is to achieve a multiplier effect,” Mubiru said.
Uganda is also promoting its coffee through cupping sessions and using cultural events to showcase its arts and heritage. Diaspora communities are being encouraged to bring visitors as part of a referral strategy.
Germany remains one of the world’s most active outbound travel markets, with more than 70 percent of Germans travelling abroad annually.
Stilson Muhwezi, First Secretary in the Ministry of Foreign Affairs’ Public Diplomacy Department, said Uganda is increasing resources for foreign missions under the Economic and Commercial Diplomacy programme to support tourism and trade promotion.
A key part of the plan involves flying German travel influencers and media crews to Uganda to document their experiences. “When they come here, they see that Uganda is peaceful and safe to travel both during the day and night,” Muhwezi said, adding that peer experience carries greater credibility for German audiences.
Germany is not only a strong tourism source but also one of Uganda’s largest trade partners. Uganda’s exports to Germany are valued at around USD 400 million annually, with coffee as the top commodity. Sweet potatoes, vanilla and fruits are also gaining demand, with Ugandan sweet potatoes reportedly attracting higher prices due to their organic quality.
Uganda also hopes to attract German investment in technical and vocational education to support industrialisation. Mubiru highlighted Germany’s strong skills training systems, noting plans to collaborate on innovation and workforce development.
Germany and Uganda have maintained bilateral relations for more than six decades across education, tourism, trade and development cooperation.
German tour operator Jens Hulvershorn, currently visiting with a group of industry stakeholders, said he was impressed by Uganda’s hospitality, infrastructure and tourism services. “There is a solid foundation here. The quality of accommodation, transport and guiding we have experienced is very high,” he said, adding that Uganda’s conservation and community tourism focus aligns well with German travel trends.
Germany is currently Uganda’s second-largest European tourism market after the United Kingdom. Hulvershorn believes Uganda could eventually surpass the UK if it maintains its current strategy. “One day, maybe, if you get the right people into the country, you might grow to number one,” he said.
Government officials say closer collaboration between the Ministry of Foreign Affairs, Uganda Tourism Board and private-sector operators will be key to converting interest from the German market into sustained industry growth as global travel rebounds.