New York City, USA – On 26 January 2026, Destination Uganda was awarded the prestigious “Best in Show Africa” accolade at the 2026 Travel & Adventure Show in New York, in recognition of its immersive, experiential and high-impact destination showcase. The award underscores Uganda’s growing appeal within the North American travel market and highlights the country’s strategic destination marketing efforts.
The achievement was the result of a coordinated effort led by the Uganda Tourism Board (UTB), working in close collaboration with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and key private sector tourism stakeholders. Together, they delivered a vibrant and engaging presentation that positioned Uganda as “The Pearl of Africa”, a destination rich in adventure, culture, and natural beauty.
Uganda’s stand attracted significant visitor traffic through a series of interactive activations. These included tastings of Uganda’s premium coffee and the iconic Uganda Waragi, virtual reality experiences showcasing the country’s breathtaking landscapes and wildlife and compelling gorilla tourism features that captivated attendees. The activations successfully engaged consumers, travel advisors and media representatives, offering first-hand exposure to Uganda’s diverse tourism products.
The Travel & Adventure Show is North America’s largest consumer travel event, attracting over 150,000 visitors annually and operating on a Business-to-Consumer (B2C) model. Uganda’s participation in both the Washington, D.C. and New York editions enabled direct engagement with travellers and the travel trade, generating quality leads and strengthening tourism business linkages within the U.S. market.
Three Ugandan private tour companies Site Tours and Travel, Vamos Tours and Travel and Crystal Safari Lodges participated in the events. They engaged with the Africa Tourism Association, Adventure Overseas agents and U.S.-based travel advisors, forging strategic partnerships and positioning Uganda as a “must-include” destination in curated travel packages.
Building on this momentum, Uganda will exhibit at upcoming Travel & Adventure Shows in South Florida (28 February–1 March 2026) and Los Angeles (7–8 March 2026). Additionally, Uganda’s Mission in Washington, D.C. will host a Uganda Cultural Show, B2B forum, and Tourism Investment Meeting in Los Angeles on 6 March 2026.
The United States remains one of Uganda’s key source markets under Vision 2040, which targets over 200,000 American visitors annually. Strategic participation in platforms such as the Travel & Adventure Show continues to drive demand, enhance brand visibility, and strengthen Destination Uganda’s footprint across North America.
Various guests, tourists and partners visit and interact with the Uganda booth and exhibitors during the exhibition sessions at the showduring the Travel Adventure show in New York.
