Beijing, China – The 4th Beijing International Cultural and Tourism Consumption Expo 2026 officially opened at the China National Convention Center Phase II, attracting exhibitors, tourism stakeholders, cultural institutions, and businesses from across the globe. The event provided a major platform for countries to showcase tourism destinations, cultural heritage, and consumer products to an international audience.
The Embassy of the Republic of Uganda in China coordinated Uganda’s participation in the Expo and facilitated the involvement of Ugandan enterprises. These enterprises showcased a wide range of products and opportunities, including tourism attractions, cultural heritage, investment prospects, coffee, and other export goods. The Uganda Pavilion quickly emerged as one of the standout attractions at the Expo, drawing large crowd of visitor’s eager to experience Uganda’s rich natural landscapes, diverse wildlife, vibrant cultural traditions, handcrafted products, and value-added exports. The exhibits received widespread praise from visitors and industry professionals, who commended the quality and diversity of Uganda’s offerings and noted the country’s growing visibility in international markets.
Speaking at the event, Ambassador Oliver Wonekha, Uganda’s Ambassador in Beijing, emphasised the importance of cultural and tourism exchanges in strengthening Uganda–China relations. She highlighted Uganda’s commitment to positioning itself as a preferred destination for tourism, trade, and investment, while also expanding opportunities for Ugandan enterprises within the Chinese market. The Embassy further reiterated its commitment to promoting Uganda’s economic and cultural diplomacy through strategic participation in global exhibitions and partnerships that support national development priorities.
The strong performance of the Uganda Pavilion reflected Uganda’s growing strategic engagement with China and its efforts to position tourism, culture, and exports as key drivers of economic growth. The Expo provided valuable opportunities for networking, knowledge exchange, and investment promotion, strengthening Uganda’s image as an attractive destination for business and tourism. As the exhibition progressed, participants engaged in further discussions and established new partnerships that enhanced prospects for long-term economic and cultural cooperation between Uganda and China. The initiative underscored Uganda’s continued efforts to expand its global outreach and deepen international collaboration.
Amb. Oliver Wonekha with the team in front of the Uganda booth (L), interacting with visitors (C) addressing the media at the expo.
Photo Credit: Uganda Embassy, Beijing
