Australia – Uganda has embarked on an ambitious campaign to reposition itself as a premier global tourism destination, completing a groundbreaking roadshow across Sydney, Perth, and Melbourne. Organised by the Uganda High Commission in Australia in partnership with the Uganda Tourism Board (UTB) and the Uganda Wildlife Authority (UWA), the initiative brought together more than 80 tour operators, government officials, and tourism professionals. It marked a strategic step in deepening tourism and investment ties between Uganda and Australia.
During the Sydney leg, Australia’s Council of Tour Operators Managing Director, Brett Jardine, encouraged Uganda to consider waiving visa fees for Australian travellers, citing Rwanda’s model. He noted that high visa costs can deter long-haul visitors and suggested that “small policy shifts could yield large gains” for Uganda’s competitiveness in the Australian market.
Across all three cities, Uganda presented a refreshed tourism narrative that extended beyond its renowned “Big Seven.” UTB’s Francis Nyende highlighted the country’s cultural richness, culinary diversity, scenic landscapes, and community-based initiatives. “Our people are our eighth attraction,” he said, underscoring a broader branding direction.
Cultural tourism featured prominently. UTB Deputy CEO Bradford Ochieng spotlighted flagship events such as the Nyege Nyege Festival and Uganda Martyrs Day, which attract tens of thousands annually. In Perth, UWA’s Jacqueline Penina Babirye unveiled Uganda’s newest marquee tourism project a 2.6-kilometre elevated canopy walkway in Bwindi Impenetrable National Park, rising 200 metres above the forest. It captivated Australian operators, with Wildlife Safari’s Terry Cordin calling it “one of the greatest ideas we’ve come across.”
The Melbourne program drew operators interested in lesser-known offerings, from cycling safaris in Lake Mburo to immersive wildlife interactions. Counsellor Suzan Tiisa Mugwanya applauded Australian groups that toured the Namugongo Martyrs Shrine and Buganda Kingdom, noting that they “became ambassadors of tourism in Uganda.”
Victorian MP Richard Welch praised Uganda’s renewed outreach, while High Commissioner H.E. Dorothy Samalie Hyuha affirmed that the roadshow marked “the beginning of a long-term partnership.” Each event concluded with vibrant performances by Kwetu Cultural Ensemble and Pearl Afrikulture Rhythms, giving Australians an authentic taste of Uganda’s artistic and cultural heritage.
