Uganda – The Embassy of the Republic of Uganda in Berlin, in partnership with the Uganda Tourism Board (UTB), has successfully concluded a ten-day familiarization trip for twelve German travel trade partners. Held from November 1st under the theme “Experience Uganda, the Pearl of Africa,” the initiative showcased the country’s rich tourism potential, cultural vibrancy, and emerging investment opportunities.
Led by Uganda’s Ambassador to Germany, H.E. Stephen Mubiru, the delegation embarked on an immersive cross-country journey to experience Uganda’s signature attractions and community-driven initiatives. One of the highlights was the visit to Zziwa Rhino Sanctuary, now widely recognized for its baby rhino naming campaign. The program introduced the delegation to conservation efforts aimed at restoring Uganda’s rhino population an essential chapter in the nation’s broader wildlife recovery and sustainable tourism strategy.
The group also explored the cultural heritage of Buganda at Ewaffe Cultural Village, a women- and family-led initiative dedicated to preserving traditional practices and promoting inclusive community tourism. The visit underscored Uganda’s commitment to ensuring that tourism development directly benefits local families and empowers women-led enterprises.
Ambassador Mubiru noted that the familiarisation tour aligns with Uganda’s Economic and Commercial Diplomacy Strategy, which seeks to boost tourist arrivals, increase exports, and attract investment from key markets such as Germany.
“Germany remains one of Uganda’s strongest tourism partners. Through initiatives like this, we are expanding collaboration and unlocking new opportunities for mutual growth,” Ambassador Mubiru said.
Uganda currently receives over 28,000 German tourists annually, and the government aims to increase this number to 40,000 through targeted marketing campaigns, tailored promotional content, and the production of tourism materials in the German language to improve visibility.
Mr. Stilson Muhwezi, First Secretary in the Ministry of Foreign Affairs’ Public Diplomacy Department, reaffirmed the government’s dedication to supporting Ugandan missions abroad under the Economic and Commercial Diplomacy Programme, particularly in tourism and trade promotion.
The Embassy extended its appreciation to its partners Uganda Tourism Board, Uganda Wildlife Authority, Church Hill Safaris, Wild Jungle Safaris, and Chimpundu Lodge Kibale for providing warm hospitality and seamless logistical support.
The successful completion of the familiarisation tour marks a major stride in strengthening Uganda-Germany tourism relations while advancing conservation, cultural exchange, and global promotion of Uganda as a premier travel destination.
Photo Credit: Fahad Mugga
