The Republic of Uganda has been formally recognized as a world-class tourism destination on one of Asia’s most influential stages, winning the prestigious Excellence Award at the Outbound Travel Mart (OTM) 2026.
The award, accepted in Mumbai by Her Excellency Ambassador Joyce Kikafunda, Uganda’s High Commissioner to India, celebrates Uganda’s exceptional presentation and underscores its strategic push to become a top global travel hub.
Announced at the Bombay Exhibition Centre, the Award recognizes a holistic and sustainable vision for tourism. It marks a pivotal success for Uganda’s strategic “tourism diplomacy” efforts, particularly in tapping into Asia’s rapidly expanding travel market.
Uganda’s victory was secured thanks not to its ever-mesmerizing landscapes but also an unparalleled pavilion showcase of the Ugandan experience.
Dubbed “A Journey to the Pearl,” the showcase was a masterclass in sensory storytelling for three days. Visitors queued to be enveloped by the sights and sounds of Uganda, creating an undeniable emotional pull far beyond brochure diplomacy.
This compelling presentation generated significant traction, drawing strong interest from tour operators, travel trade professionals, investors, and media. It reinforced Uganda’s standing as the ideal destination for travelers seeking an authentic, sustainable, and transformative African experience beyond typical tourist trails.
The honor is a validation of Uganda’s focused “tourism diplomacy” and a direct boost to its national economic ambitions.
Receiving the award on behalf of Team Uganda, Ambassador Kikafunda said it is a milestone in positioning tourism as a strategic pillar for economic transformation and international engagement.
Uganda’s participation in OTM is a key component of a broader strategy to aggressively market its offerings in high-potential growth markets like India, whose outbound travel sector is booming.
Through targeted business-to-business engagements, destination branding, and partnership development, the mission aims to unlock new tourism flows, stimulate investment in hospitality infrastructure, and create expanded enterprise opportunities across the tourism value chain.
This vision aligns seamlessly with Uganda’s national development blueprint, Vision 2040, which identifies tourism as a critical sector with strong multiplier effects for achieving ten-fold economic growth. The OTM award acts as a powerful lever for this ambition, enhancing the country’s soft power and driving job creation and community growth.
As the curtains close on OTM 2026, Team Uganda returns to Kampala with a portfolio of solidified leads, memoranda of understanding with major Asian travel conglomerates, and a significantly elevated global profile.