ARUSHA, Tanzania — Uganda is strengthening its presence on the regional and international tourism stage through participation in the ninth edition of the Karibu-Kilifair tourism exhibition taking place in Arusha, Tanzania.
The four-day tourism and travel trade exhibition, running from June 4 to 7, has attracted more than 500 exhibitors from over 15 countries, 700 international and regional travel buyers from 45 countries, and an estimated 10,000 trade visitors, making it one of East Africa’s largest tourism networking platforms.
The Uganda Tourism Board (UTB) is using the event to market Uganda’s diverse tourism offerings, attract investment and strengthen partnerships with travel trade professionals from across the globe.
According to UTB, the fair presents an important opportunity to increase awareness of Uganda as a premier tourism destination while creating business connections that can drive growth in the sector.
Simplicious Gessa, head of public relations at the Uganda Tourism Board, said the exhibition provides an ideal platform to engage travel trade partners and showcase the country’s unique attractions.
“Karibu-Kilifair offers an important platform for engaging travel trade partners and showcasing the diversity of experiences that make Uganda a premier destination. Through our participation and collaboration with the Uganda Consulate in Arusha, we are strengthening Uganda’s visibility and creating new opportunities for tourism growth and investment,” he said.
UTB is working closely with the Uganda Consulate in Arusha to ensure strong visibility for Destination Uganda throughout the event, a move officials say demonstrates a shared commitment to promoting the country as the Pearl of Africa in key tourism markets.
Uganda’s Ambassador and Consul General in Arusha, Anne Katusiime, said participation in the fair reflects Uganda’s commitment to regional tourism cooperation and expanding opportunities for travel, trade and investment.
“Our participation in Karibu-Kilifair reflects our commitment to promote Uganda and regional tourism cooperation that creates new opportunities for travel, trade and investment. Arusha remains a strategic hub for tourism in East Africa, and this fair offers an invaluable opportunity to connect with global buyers, industry leaders and travellers seeking authentic African experiences,” she said.
The exhibition has become an influential marketplace for tourism stakeholders across Africa, providing opportunities for destination marketing, business networking and investment promotion.
As Uganda continues to position tourism as a key driver of economic growth, participation in international and regional trade fairs remains central to efforts aimed at expanding market access, attracting visitors and building strategic partnerships.
Tourism remains one of Uganda’s leading foreign exchange earners, with both government and private sector players increasingly investing in destination marketing initiatives to boost visitor arrivals, tourism revenues and the sector’s contribution to the national economy.