Washington, US.|The Uganda Today. The Ugandan Embassy in Washington, D.C., has hosted a delegation of prominent U.S.-based tour agents for a week-long, tailored tour across Uganda. This is done in the effort to position Uganda as a premier travel destination for American tourists. The initiative, led by Uganda’s Ambassador to the United States, Robinah Kakonge, is a renewed diplomatic push to attract tourism and investment through high-level market engagement.
A delegation of six influential American travel planners and tourism consultants arrived in Uganda, kicking off a strategic familiarization trip aimed at connecting the country’s diverse tourism offerings with the vast US travel market. Their visit began with a networking dinner hosted by Ambassador Kakonge, where they met with key figures in Uganda’s tourism sector.
Ambassador Kakonge emphasized the significance of the visit, stating, “This moment represents more than hospitality; it’s a bridge to economic and cultural partnerships that can reshape opportunities for Ugandans across several sectors. We are ready to showcase Uganda’s vibrancy, potential, and talent.”
This embassy-led initiative is a key part of Uganda’s Economic and Commercial Development (ECD) Fund, a broader strategy empowering diplomatic missions to actively attract trade, tourism, and investment. These efforts focus on vital sectors like agriculture, minerals, and innovation.
By specifically targeting American travel agents, the goal is to generate high-value leads for group tourism, luxury safaris, and cultural experiences—all segments seeing growing demand in the U.S. outbound travel market. Julie Kaggwa, CEO of the Uganda Tourism Board, noted, “Uganda’s global visibility in the tourism space has long suffered from limited marketing resources and narrow access to premium tourism networks. This initiative seeks to break that cycle by bringing the buyers here, letting them experience the product directly.”
During their visit, the tour agents will embark on a countrywide experience, exploring National Parks, cultural heritage sites, and innovation hubs. The itinerary thoughtfully combines adventure and conservation-focused activities with immersive community-based tourism projects, showcasing Uganda as both an ecotourism destination and a model for socioeconomic development.
In a collaborative effort, Ugandan private sector players, tourism entrepreneurs, and government officials are working closely with the embassy to ensure this visit creates lasting connections and boosts Uganda’s visibility in the U.S. market. As one visiting agent aptly put it, “This trip isn’t just about scenery; it’s about forming relationships and creating business pipelines. Many Americans are seeking authentic, meaningful travel. Uganda has what they’re looking for; they just need to hear about it.”
Tourism is a cornerstone of Uganda’s economy, historically contributing an estimated 7.7% to GDP and employing over 667,000 people before the COVID-19 pandemic. While international arrivals are slowly rebounding, tourism earnings are still striving to reach pre-pandemic levels. This has highlighted an urgent need to diversify source markets.
Despite being among Uganda’s top five non-African tourist sources, the United States market remains largely untapped due to insufficient promotion and weak air connectivity. Initiatives like this familiarization tour aim to rectify this by cultivating tourism ambassadors who can effectively package and promote Uganda to discerning American travelers.
Vivian Lyazi, Commissioner for Tourism Development in the Ministry of Tourism, emphasized this shift: “We’ve long relied on European and regional tourists. But the American market, especially for premium, experience-based travel, is growing fast, and we need to be proactive about it.”
This visit also underscores Uganda’s evolving diplomatic strategy, which increasingly positions embassies as frontline agents for economic growth. The Economic and Commercial Development (ECD) Fund, which supports this and similar initiatives, was specifically designed to transform diplomatic missions into hubs for generating opportunities across sectors like tourism, mining, ICT, and agriculture.
This particular trip is a key component of the embassy’s broader tech-diplomacy and commercial diplomacy agenda. It moves beyond traditional representation to focus on deal-making, branding, and cross-sectoral exchange. The ambassador noted, “The embassy in Washington is repositioning itself as a node for commercial outreach. And tourism is a natural entry point; it’s emotional, visible, and has the power to pull in investments across other sectors.”
Beyond the direct economic gains, the familiarization tour is also designed to build soft power, fostering cultural exchange and deeper understanding between Uganda and the United States. Delegates will immerse themselves in Uganda’s music, food, traditional crafts, and historical sites, all crucial elements in shaping Uganda’s national identity and global narrative.
As Uganda prepares to host more international events and attract investors, tourism is set to be both a driver and a reflection of national progress. The embassy’s latest efforts powerfully reaffirm that diplomacy, when combined with local collaboration and strategic vision, can unlock Uganda’s full tourism potential on the global stage.
