Destination Uganda has won the “Best in Show – Africa” award at the 2026 Travel & Adventure Show in New York, following an immersive and experiential showcase aimed at positioning the country as a leading adventure and cultural tourism destination.
The award was announced on January 26, 2026, at the New York edition of the Travel & Adventure Show, North America’s largest consumer travel event.
Uganda’s participation was coordinated by the Uganda Tourism Board in collaboration with the Embassy of Uganda in Washington, DC, the Permanent Mission of Uganda in New York, and private sector tourism stakeholders.
According to the organisers, Uganda’s stand attracted high visitor traffic through interactive experiences that included tastings of Ugandan coffee and Uganda Waragi, virtual reality presentations of the country’s landscapes and wildlife, and curated gorilla tourism experiences.
Officials said the activations drew consumers, travel advisors, and media representatives, offering first-hand exposure to Uganda’s adventure, nature, and cultural tourism products while reinforcing the country’s branding as “The Pearl of Africa.”
Francis Nyende, Marketing Manager UTB, said the New York Travel & Adventure Show is a deliberate move to shift the needle toward a high-value model that prioritises quality of experience over mere numbers.
"By engaging directly with discerning North American travelers, we are positioning Uganda as a premier sanctuary for those who seek 'slow travel' and deep ecological immersion," he said.
"This B2C engagement is the frontline of our Value over Volume strategy; we are moving beyond mass tourism to attract the right visitors who invest more deeply in their journeys.
He said by securing interest from these high-spend, conscious travelers today, "we ensure that every visitor to the Pearl of Africa contributes significantly to our 2040 economic goals while honoring the world-class biodiversity that defines our brand."
The Travel & Adventure Show attracts more than 150,000 visitors annually and operates on a business-to-consumer model, providing destinations with direct access to travellers and the travel trade.
Uganda’s participation in both the Washington, DC and New York editions enabled direct engagement with potential visitors and industry players, generating what organisers described as quality leads and strengthened tourism business linkages in the US market.
Three Ugandan private tour companies — Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges — participated in the events, engaging with the Africa Tourism Association, Adventure Overseas agents, and travel advisors.
The engagements were aimed at building strategic partnerships and positioning Uganda as a must-include destination in travel packages targeting American travellers.
Uganda is scheduled to continue its US tourism promotion with exhibitions in South Florida from February 28 to March 1, 2026, and in Los Angeles from March 7 to 8, 2026.
Uganda’s Mission in Washington, D.C will also host a Uganda Cultural Show, business-to-business engagements, and a tourism investment meeting in Los Angeles on March 6, 2026.
The United States remains one of Uganda’s key source markets under Vision 2040, which targets more than 200,000 American visitors annually.
Tourism officials say participation in platforms such as the Travel & Adventure Show is intended to drive demand, increase brand visibility, and strengthen Destination Uganda’s presence in North America.
