The Ministry of Foreign Affairs (MoFA) through Uganda’s Mission to the European Union in collaboration with Uganda Tourism Board (UTB) has concluded a series of tourism roadshows across Belgium, Netherlands and Luxembourg (BENELUX) region as part of Uganda’s Economic and Commercial Diplomacy (ECD) agenda.
As per the statement issued by UTB on February 27th, the engagements are strategically designed to position Uganda as a competitive and sustainable tourism destination while strengthening investment linkages between Uganda and key European source markets.
The Uganda delegation, which includes a contingent of tour operators and Uganda Wildlife Authority (UWA) has concluded engagements in Utrecht demonstrating a coordinated public private partnership approach to destination promotion.
Speaking about the venture, Her Excellency Amb. Mirjam Blaak Sow revealed that tourism remains central to Uganda’s economic transformation agenda, contributing significantly to foreign exchange earnings, employment generation, youth and women empowerment, and inclusive growth across the country.
“These roadshows represent structured market development interventions aimed at deepening bilateral partnerships, expanding Uganda’s tourism footprint in Europe, and accelerating the sector’s contribution to national development,” Amb. Sow said.
According to UTB, the roadshows are timely and well positioned, given the BENELUX region’s strong outbound travel culture and its growing demand for authentic, nature-based, and sustainable travel experiences.
“Uganda’s private sector is directly engaging buyers from Luxembourg, Belgium, and Netherlands, building strategic business relationships expected to translate into increased visitor inflows and enhanced market access across the tourism value chain,” the Board said in the press release.
Juliana Kagwa, Chief Executive Officer UTB, explained that through coordinated engagements, Uganda’s visibility in source markets of interest is better enhanced to address specific needs for each segment.
“Participation in roadshows reflects our commitment to have Uganda compete at the highest level in international tourism markets while delivering real economic benefits for all Ugandans,” she added.
The roadshows in the BENELUX region form part of the broader, sustained strategy to deepen Uganda’s presence in Europe and attract the high-value visitors who will experience and champion the Pearl of Africa across the world.
UTB views the European market, and BENELUX region in particular, as a priority source market, given its alignment with Uganda’s strengths in adventure, nature, and cultural tourism.
By combining diplomacy with focused destination marketing, UTB and its partners are ensuring that private sector operators secure tangible commercial outcomes from each engagement.