Commercial Diplomacy

Uganda–Tanzania Tourism Roadshow Strengthens Regional Partnerships and Business Linkages

Owen Benjamin Lekuni

Dar es Salaam, Tanzania

Dar es Salaam, Tanzania — The Uganda–Tanzania Tourism Roadshow, held at the Hyatt Regency Dar es Salaam on 28th April 2026, brought together key tourism stakeholders under the theme “Promoting Regional Tourism Partnerships & Business Linkages.”

Organized by the Uganda High Commission in Dar es Salaam, the event aimed to deepen collaboration, promote joint destination marketing, and unlock cross-border business opportunities between the two nations.

In her remarks, Amb. Elizabeth Allimadi, Deputy High Commissioner of Uganda to Tanzania, emphasized the importance of regional cooperation in driving tourism growth and strengthening bilateral relations. She noted that collaboration enhances regional value chains, boosts destination competitiveness, and positions East Africa as a unified tourism destination.

Beyond showcasing tourism potential, she highlighted the Roadshow as a platform for fostering people-to-people connections, encouraging investment, and promoting participation in upcoming events such as the Pearl of Africa Tourism Expo in Kampala.

The President of the Tanzania Association of Tour Operators (TATO), Willy Chambulo, underscored the need for collaboration over competition, stressing that both Uganda and Tanzania share a common goal of attracting global tourism markets. He further pointed out that improved infrastructure is essential for seamless regional travel experiences.

Echoing this sentiment, Isa Kato, Vice President of the Uganda Tourism Association (UTA), highlighted the pivotal role of the private sector in advancing regional integration. He remarked that while governments establish frameworks, it is the private sector that operationalizes them through partnerships and innovation. Bureaucracy builds the road; entrepreneurs decide whether trucks actually move on it. Civilization is weird like that.

Meanwhile, Francis Nyende of the Uganda Tourism Board showcased Uganda’s diverse attractions, including mountain gorilla trekking, Big Five safaris, birding, and primate tracking, reinforcing Uganda’s appeal as a premier tourism destination.

A major highlight of the Roadshow was the signing of two Memoranda of Understanding between UTA and both TATO and the Zanzibar Association of Tour Operators (ZATO). These agreements focus on joint marketing, business linkages, knowledge sharing, and capacity building, alongside collaborative participation in trade fairs and the development of combined tourism packages.

The Roadshow concluded with Business-to-Business engagements and networking sessions, fostering partnerships expected to increase tourist flows, drive innovation, and strengthen regional integration within East Africa’s tourism sector.