In a strategic move to solidify its position as one of Africa’s most captivating travel destinations, Uganda successfully hosted the Uganda Tourism Roadshow in Lusaka, Zambia, from October 17–19.
Held under the evocative theme “Experience the Pearl of Africa,” the roadshow served as a high-impact platform to forge stronger regional ties and directly market Uganda’s diverse tourism products.
The three-day event was spearheaded by an influential Ugandan delegation, which included the Hon. Martin Mugarra, Minister of State for Tourism, Wildlife and Antiquities.
Key industry players such as Uganda Airlines and the Uganda Wildlife Authority (UWA) joined the delegation, showcasing a united front committed to boosting cross-border travel.
According to Minister Mugarra, the core objective of the roadshow was to engage Zambia’s top tour operators and travel agents. Through a series of meetings and presentations, the Ugandan team worked to:
Strengthen partnerships between Ugandan and Zambian travel businesses.
Educate agents on new and existing tourism offerings, from wildlife safaris and mountain gorilla trekking to adventure tourism and cultural experiences.
Position Uganda as a primary choice for Zambian travellers seeking unique and authentic African adventures.
Celebration of Independence and Unity
The timing of the roadshow was particularly moving because it coincided with Uganda’s celebration of its Independence Day in Zambia.
This milestone underscored the commitment to not only commercial ties but also to the shared cultural and diplomatic bonds between the two nations.
Hon. Mugarra emphasised that “The roadshow was more than just a marketing event; it was a reaffirmation of Uganda’s strategy to deepen regional tourism ties and proactively welcome more Zambian visitors to the country.”
The successful conclusion of the roadshow is thus expected to translate into increased bookings, enhanced cross-promotion, and a significant boost to tourist arrivals from Zambia, ultimately solidifying Uganda’s brand promise as “The Pearl of Africa.”