Uganda — The Uganda High Commission in London successfully concluded a high-level familiarisation trip for United Kingdom hosted travel agents, tourism buyers, writers, photographers, and destination marketers across Uganda’s premier tourism destinations ahead of the Pearl of Africa Tourism Expo (POATE) 2026. The 5-days immersive tourism and trade mission showcased Uganda’s diverse tourism offerings ranging from gorilla trekking in Bwindi Impenetrable National Park, wildlife safaris in Murchison Falls National Park, conservation experiences at Ngamba Island Chimpanzee Sanctuary and Ziwa Rhino Sanctuary, to cultural heritage engagements at the UNESCO World Heritage Site of Kasubi Tombs and strategic tourism business networking sessions during POATE 2026.
The familiarisation trip was organised under Uganda’s Economic and Commercial Diplomacy (ECD) agenda and supports the Government’s Tenfold Growth Strategy by deepening tourism cooperation between Uganda and the United Kingdom, while enhancing Uganda’s visibility and competitiveness within the global tourism market. Speaking during the closing engagements, H.E. Amb. Nimisha Madhvani, Uganda’s High Commissioner to the United Kingdom, underscored the importance of tourism diplomacy in advancing Uganda’s economic transformation agenda. “Uganda remains uniquely positioned as the Pearl of Africa because of its unmatched biodiversity, rich cultural heritage, and authentic tourism experiences. From tracking endangered mountain gorillas in Bwindi, exploring the mighty Murchison Falls, cruising along the River Nile, to discovering the beauty of Lake Victoria, Uganda offers experiences that cannot be replicated anywhere else in the world,” Amb. Nimisha said.
She further noted that Uganda’s tourism sector continues to play a strategic role in driving inclusive economic growth, conservation, investment, and international partnerships. “We are intentionally positioning tourism as a key driver under the Tenfold Growth Strategy. Through initiatives such as POATE, hosted familiarisation trips, and strengthened international tourism partnerships, Uganda is opening new pathways for trade, destination marketing, investment, and sustainable development,” she added. Amb. Nimisha also emphasised Uganda’s growing potential in birding tourism, noting that with Uganda’s extraordinary birdlife diversity, the country is well-positioned to host future International Bird Fairs and strengthen its standing within global eco-tourism markets. “With over 2,000 bird species recorded across the region and remarkable birding ecosystems, Uganda has the potential to become one of the leading global birdwatching destinations,” she stated.
The familiarisation trip hosted a distinguished delegation from the United Kingdom comprising travel specialists, tourism writers, photographers, and international tourism stakeholders, all aimed at amplifying Uganda’s visibility across international tourism markets. On behalf of the delegation, Mr. Jon Danks, Chief Executive Officer of the African Travel and Tourism Association (ATTA), commended Uganda’s evolving tourism experiences and destination diversity. “Uganda is uniquely gifted, Every time I come to Uganda, the experience is entirely different from the previous one. From wildlife and conservation to culture and hospitality, the country continues to offer fresh, authentic, and world-class tourism experiences that resonate strongly with international travelers,” Mr. Danks noted. He further praised Uganda’s growing commitment to sustainable tourism, conservation partnerships, and experiential travel, describing the country as one of Africa’s most promising tourism destinations for global travel markets.
During the familiarisation journey, the delegation explored Uganda’s largest and oldest conservation area Murchison Falls National Park renowned for hosting the world’s most powerful waterfall where the Victoria Nile surges through an 8-meter gorge before plunging dramatically into the Devil’s Cauldron below. The delegation also engaged in rhino tracking at Ziwa Rhino Sanctuary, a flagship conservation initiative leading Uganda’s successful rhino reintroduction efforts, while Ngamba Island showcased Uganda’s eco-tourism and chimpanzee conservation leadership on the waters of Lake Victoria. At the cultural level, the visit to Kasubi Tombs offered deeper appreciation of Uganda’s living heritage, spirituality, and identity through the traditions of the Buganda Kingdom.
The Uganda High Commission in London reaffirmed its commitment to expanding destination marketing efforts, deepening tourism partnerships, and leveraging Uganda’s tourism sector as a strategic pillar for economic diplomacy and sustainable development. As the delegation departed Uganda, stakeholders expressed optimism that the partnerships, experiences, and global visibility generated through the familiarisation trip will contribute significantly to increasing tourist arrivals, destination confidence, and long-term tourism investment into Uganda.
