Uganda – Uganda has intensified efforts to position itself as a premier global tourism destination following a landmark familiarisation trip targeting the Canadian market. The 10-day mission, organised by the Uganda High Commission in Ottawa in collaboration with the Ministry of Tourism, Wildlife and Antiquities and the Uganda Tourism Board, brought together top Canadian tour operators, travel advisors, and media professionals.
The delegation of 11 executives arrived in early April and embarked on an immersive journey across Uganda’s most iconic destinations. Their itinerary spanned vast savannahs, tropical forests, and cultural landmarks, offering firsthand exposure to the country’s diverse tourism offerings and investment opportunities. A standout moment of the trip was a sunrise game drive in Queen Elizabeth National Park, where participants encountered elephants, buffalo, and Uganda kob in their natural habitat. The experience highlighted Uganda’s strength in providing authentic wildlife encounters, with one delegate describing it as “like stepping into a living documentary.”
The group also visited Kibale National Park, widely regarded as East Africa’s primate capital. Here, delegates participated in chimpanzee trekking, gaining insight into Uganda’s conservation efforts and biodiversity. The immersive experience reinforced the country’s growing reputation for sustainable and experiential tourism. In western Uganda, the delegation paused at the Kikorongo Equator Point, before continuing eastward to Jinja. At the Source of the Nile, participants engaged in storytelling, a boat cruise, and tubing along the river, activities that showcased Uganda’s ability to transform natural landmarks into interactive visitor experiences.
During a press engagement, Stephen Kyaterekera the Undersecretary at the Ministry of Foreign Affairs emphasised Uganda’s growing appeal, citing a 28% increase in Canadian tourist arrivals from 7,542 in 2022 to 9,688 in 2024. He noted that firsthand visitor experiences play a crucial role in shaping global perceptions of the country. Delegates described the trip as “eye-opening,” praising Uganda’s landscapes, wildlife, and hospitality. Beyond tourism, the mission included high-level meetings with officials such as Matia Kasaija and Evelyn Anite, who highlighted opportunities in eco-tourism, hospitality, and Nile-based tourism as part of Uganda’s broader economic growth strategy.
The trip concluded in Entebbe at the Uganda Wildlife Conservation Education Centre, where delegates reflected on their experiences and pledged to promote Uganda across North America. Officials say such familiarization trips are vital in modern tourism marketing, helping to build credibility and foster long-term partnerships. As Uganda targets over 20,000 Canadian visitors annually by 2028, initiatives like this are expected to strengthen its global visibility and reinforce its identity as the “Pearl of Africa.”
Photo Credit: Herbert Ssekatawa & Peter Opio
