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Düsseldorf, Germany— In a significant step toward strengthening tourism cooperation between Uganda and Germany, the Uganda Embassy in Berlin, in partnership with the Uganda Tourism Board (UTB), successfully hosted the Uganda–Germany Tourism Roadshow in Düsseldorf. The event brought together tourism industry leaders, tour operators, investors, diaspora representatives, and government officials from both countries to explore new opportunities for collaboration and position Uganda as one of Africa’s most attractive and sustainable tourism destinations.
The roadshow forms part of a broader tourism promotion strategy leading up to the First Uganda Cultural and Tourism Festival, scheduled to take place in Munich from June 26–28, 2026. The festival is expected to showcase Uganda’s rich cultural diversity, tourism potential, and investment opportunities to European audiences, while strengthening people-to-people connections between Uganda and Germany.
Speaking on behalf of Uganda’s Ambassador to Germany, Ms. Jessica Namuddu, Second Secretary at the Uganda Embassy Berlin, welcomed participants and underscored the enduring friendship and cooperation between Uganda and Germany. In her remarks, Ms. Namuddu highlighted tourism as a powerful instrument for economic growth, cultural diplomacy, and international engagement. She noted that the tourism sector continues to play an increasingly important role in Uganda’s development agenda, contributing to employment creation, foreign exchange earnings, conservation efforts, and community empowerment.
She further emphasized that Uganda offers a unique tourism experience distinguished by exceptional biodiversity, breathtaking landscapes, vibrant cultural traditions, and world-renowned wildlife attractions. “Uganda presents visitors with an authentic African experience,” she noted. “From the majestic mountain gorillas and diverse wildlife to our rich cultural heritage and warm hospitality, Uganda remains a destination of extraordinary beauty and unforgettable experiences. We invite our German partners and travelers to discover why Uganda is proudly known as the Pearl of Africa.”
The roadshow attracted a high-level delegation from Uganda, including Mr. Francis Nyende, Marketing Manager at the Uganda Tourism Board; Mr. Vivian Lyazzi, Commissioner for Tourism Development; members of the Uganda Tourism Board; representatives from the Diaspora Unit at State House Uganda led by Mr. Bagonza Mohammed; as well as numerous tourism stakeholders and tour operators from both Uganda and Germany. The gathering provided a valuable platform for dialogue on strengthening tourism linkages between the two countries and increasing German visitor arrivals to Uganda. Participants exchanged insights on emerging travel trends, destination branding, sustainable tourism practices, and opportunities for strategic partnerships that could further expand Uganda’s footprint within the European tourism market.
Germany remains one of Europe’s most important outbound tourism markets and has consistently contributed a significant number of visitors to Uganda. Industry experts at the event noted that German travelers are increasingly seeking authentic, environmentally responsible, and culturally immersive experiences areas in which Uganda possesses a strong competitive advantage. During a comprehensive destination presentation, Mr. Francis Nyende showcased Uganda’s diverse tourism offerings, ranging from gorilla trekking in the Bwindi Impenetrable Forest and wildlife safaris in the country’s national parks to adventure tourism, birdwatching, cultural heritage experiences, and eco-tourism initiatives. He also highlighted investment opportunities within Uganda’s tourism sector, including hospitality development, eco-lodges, transport infrastructure, tourism technology, and destination management services.
Mr. Nyende emphasized that Uganda is well-positioned to meet the evolving expectations of international travelers seeking meaningful and memorable travel experiences. “Uganda offers unmatched diversity within a relatively compact destination,” he said. “Visitors can experience wildlife, culture, adventure, nature, and community tourism in a single journey. We are committed to ensuring that travelers enjoy authentic, safe, and sustainable experiences while contributing positively to local communities.” The roadshow also featured business-to-business (B2B) networking sessions that facilitated direct engagement between Ugandan and German tour operators. These interactions are expected to pave the way for new tourism packages, joint marketing initiatives, and strategic partnerships aimed at increasing travel flows between the two countries.
A key highlight of the event was the participation of the Diaspora Unit at State House Uganda, represented by its Head, Mr. Bagonza Mohammed, who underscored the critical role played by Ugandans living abroad in promoting the country’s image and development aspirations. Mr. Bagonza noted that the diaspora community serves as an important bridge between Uganda and international audiences, helping to promote tourism, trade, investment, and cultural exchange. “The Ugandan diaspora remains one of our greatest ambassadors,” he remarked. “Their experiences, networks, and advocacy contribute significantly to shaping positive perceptions of Uganda globally. Through tourism and cultural engagement, the diaspora can help showcase Uganda’s remarkable potential to the world.”
The discussions throughout the roadshow reflected a shared commitment to responsible tourism development and stronger international partnerships. Stakeholders emphasized the importance of sustainability, community participation, environmental conservation, and cultural preservation as central pillars for future tourism growth. The Uganda Embassy Berlin reaffirmed its dedication to working closely with the Uganda Tourism Board, development partners, tour operators, and the Ugandan diaspora to enhance Uganda’s visibility across Germany and the wider European market. The Embassy further highlighted the growing importance of tourism diplomacy as a tool for fostering international understanding, strengthening bilateral relations, and creating economic opportunities for both countries.
As preparations continue for the Uganda Cultural and Tourism Festival in Munich, the success of the Düsseldorf roadshow represents another milestone in Uganda’s efforts to position itself as a leading destination for European travelers. The event concluded with renewed commitments from stakeholders to deepen cooperation, expand tourism partnerships, and jointly promote Uganda’s unique attractions to German travelers seeking authentic African experiences. With its unparalleled natural beauty, rich cultural heritage, abundant wildlife, and welcoming people, Uganda continues to strengthen its reputation as one of Africa’s most compelling tourism destinations offering visitors not only a journey of discovery, but also a meaningful connection to the heart of the continent.
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