Uganda has officially launched the Southern Africa Tourism Roadshow, a campaign aimed at promoting the country’s diverse tourism to travelers, tour operators, and media professionals in Southern Africa. The roadshow began in Johannesburg and will continue through Durban, Cape Town, Gaborone, Windhoek and Harare. Through this event, Uganda is seeking to expand its presence in Southern Africa and build strong travel partnerships in the region. The campaign brings together Uganda’s tourism board, private tour companies, hotels, airlines, and media representatives.
The Southern Africa Tourism Roadshow is like a dynamic traveling exhibition that brings Uganda’s tourism experience directly to Southern Africa. It offers travel professionals and media a first hand view of what Uganda has to offer through interactive presentations, videos and cultural displays. The roadshow highlights a variety of experiences including gorilla trekking in Bwindi Impenetrable National Park, game viewing in Murchison Falls and Queen Elizabeth National Park, bird watching in Bigodi wetland and adventure tourism activities such as hiking the Rwenzori Mountains. The roadshow provides information about Uganda’s tourism products which creates an experience for participants to feel the essence of Uganda before visiting. It also introduces hidden gems, cultural experience and adventure activities to a wider audience.
Why Uganda is undertaking this Campaign
Southern Africa has many travelers eager to explore new destinations within the continent. Uganda’s tourism authorities see this as a great opportunity to position the country as a top destination for adventure and cultural tourism. The roadshow focuses on different key goals for instance;
Increasing awareness of Uganda’s tourism diversity
The roadshow highlights a wide range of experiences, from gorilla trekking in Bwindi, chimpanzee trekking in Kibale, safaris in Murchison Falls and Queen Elizabeth, birdwatching in wetlands, to luxury lodges and cultural village tours. The aim is to show that Uganda offers something for every type of traveler.
Strengthening trade partnerships
By directly engaging with travel agents, tour operators, and tourism businesses in Southern Africa, Uganda creates strong networks that facilitate tour packages, joint promotions, and long term collaboration. These partnerships help improve travel planning, increase bookings, and support sustainable tourism development.
Promoting intra-African travel
Uganda encourages travelers to explore the African continent rather than only international destinations. By highlighting accessible flights, regional packages, and safe travel options, the roadshow inspires more regional tourism and cultural exchange within Africa.
Showcasing investment opportunities
The roadshow also informs business stakeholders about tourism-related investment possibilities, including hotel development, safari lodges, adventure tourism projects, and cultural tourism initiatives. This attracts investors and strengthens Uganda’s tourism infrastructure. Through this approach, Uganda seeks to boost the number of visitors, create partnerships, and grow sustainable tourism in the region.
What happens during the Roadshow
Each city on the tour features a full program of activities designed to help people understand Uganda’s tourism potential and build strong business relationships. These activities include:
Business Meetings
Uganda’s tour operators sit down with Southern African travel agents, airline representatives, and tourism companies for one‑on‑one meetings. They discuss travel packages, prices, logistics, group tours, and special-interest trips like birding or adventure tourism. These meetings help agents fully understand what they can sell to their clients and allow both sides to explore future collaborations.
Presentations
Uganda Tourism Board and private sector partners give detailed presentations about national parks, gorilla trekking procedures, wildlife experiences, cultural tours, and Uganda’s adventure activities. These presentations often include videos, brochures, updated travel guidelines, visa information, and sample itineraries so participants can get a clear picture of what Uganda offers.
Cultural Shows in Southern Africa tourism roadshow
Traditional performers showcase Ugandan music, dance, drumming, and storytelling. Artisans display handmade crafts such as baskets, beads, and barkcloth products. These performances give the audience a direct experience of Uganda’s warm hospitality and cultural richness.
Media Engagements
Journalists, bloggers, travel editors, and broadcasters interact with Uganda’s delegation through interviews, press briefings, and photo sessions. These engagements help spread accurate information about Uganda’s tourism attractions and generate media coverage that reaches wider audiences across Southern Africa.
Networking
An open networking session allows tourism stakeholders to mix freely, exchange contacts, discuss partnership ideas, and explore marketing opportunities. This informal environment makes it easier for professionals to build strong working relationships. These activities give participants a deeper understanding of Uganda’s tourism experiences and encourage strong travel partnerships and future visitor interest.
Benefits of the Southern Africa Tourism Roadshow
The roadshow brings Uganda several important benefits, helping the country strengthen its tourism position across Africa. For instance;
Increase in number of tourists
By showcasing Uganda’s attractions directly to Southern African travelers and travel companies, the roadshow encourages more people to consider Uganda for holidays, business trips, or adventure tours. With clear information and attractive packages, travelers feel more confident about choosing Uganda.
Stronger Partnerships
The face‑to‑face interactions help build trust between Ugandan tour operators and Southern African travel agents. These partnerships lead to joint marketing, combined tour packages, group trips, and long term cooperation. Strong relationships create a steady flow of visitors and help both sides grow their businesses.
Better Brand Awareness
The roadshow helps spread the “Explore Uganda” message across several countries. Through media coverage, social posts, presentations, and cultural showcases, more people learn about Uganda’s landscapes, wildlife, culture, and hospitality. This improves Uganda’s visibility in a competitive tourism market.
Highlights Adventure and Culture
Many travelers in Southern Africa know little about Uganda beyond gorilla trekking. The roadshow helps correct this by showing the full range of experiences like; national parks, hiking, cultural communities, birdwatching, and city experiences. This encourages visitors to explore more parts of the country.
Encourages Regional Cooperation
The campaign strengthens relationships between Uganda and Southern African tourism boards, airlines, hotels, and travel companies. These connections support regional tourism growth, joint promotions, shared market opportunities, and easier travel between countries.
