Uganda has stepped up its efforts to grow its tourism footprint in Europe, with the Ministry of Foreign Affairs, through Uganda’s Mission to the European Union, concluding a series of strategic tourism roadshows across the BENELUX region.
The engagements, held in Brussels and Utrecht, brought together government officials, tour operators, and conservation agencies in a coordinated push to position Uganda as a competitive and sustainable travel destination in Europe.
Organised by the Ministry of Foreign Affairs in collaboration with the Uganda Tourism Board (UTB), the roadshows targeted Belgium, Netherlands, and Luxembourg as part of Uganda’s broader Economic and Commercial Diplomacy agenda.
The Ugandan delegation, including private tour operators and representatives from the Uganda Wildlife Authority (UWA), showcased the country’s tourism offerings through business-to-business engagements aimed at strengthening partnerships and unlocking new travel pipelines into East Africa.
Uganda’s Ambassador to the European Union, Mirjam Blaak Sow, described tourism as a central pillar of the country’s economic transformation.
“Tourism remains key to Uganda’s economic growth, contributing to foreign exchange earnings, job creation, and inclusive development. These roadshows are structured market development interventions aimed at deepening bilateral partnerships and accelerating the sector’s contribution to national development,” she said.
The BENELUX region was deliberately targeted due to its strong outbound travel culture and rising demand for nature-based and sustainable travel experiences — areas where Uganda holds a competitive advantage.
The roadshows highlighted a coordinated public-private partnership model, with Ugandan tour operators engaging directly with European travel buyers to build long-term commercial relationships expected to translate into increased visitor inflows.
Juliana Kagwa, chief executive of the Uganda Tourism Board, said the engagements are part of a deliberate effort to tailor Uganda’s positioning to specific market segments.
“Participation in these roadshows reflects our commitment to ensuring Uganda competes at the highest level in international tourism markets while delivering real economic benefits for all Ugandans,” she said.
According to UTB, aligning diplomatic outreach with targeted destination marketing ensures that tourism promotion delivers tangible outcomes for local operators across the value chain.
The BENELUX engagements form part of a broader strategy to deepen Uganda’s visibility across Europe and attract high-value travellers seeking immersive and sustainable experiences.
UTB continues to view Europe as a priority source market, with BENELUX particularly aligned to Uganda’s strengths in adventure tourism, biodiversity, and cultural heritage.
Officials note that the strategy goes beyond branding — aiming to secure long-term partnerships that enable Uganda’s private sector to access premium markets while positioning the country as a leading African destination.
As Uganda blends diplomacy with market-driven tourism promotion, officials remain optimistic that sustained European engagement will not only boost arrivals but also strengthen the country’s global reputation as the Pearl of Africa.
