MINISTER BUTIME SEES OFF CANADIAN DELEGATION, TASKS THEM AS UGANDA’S TOURISM AMBASSADORS
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Uganda’s Minister of Tourism, Wildlife and Antiquities, Col. Tom Butime, has rallied a visiting Canadian delegation to champion Uganda as a premier global destination, tasking them to become tourism ambassadors as they return home.
The Minister’s remarks marked the climax of a high-level engagement that concluded a 10-day strategic familiarisation trip that run from April 8th –18th , 2026 organised by the Uganda High Commission in Canada in collaboration with the Ministry and private sector players.
Chaired by Commissioner for Tourism Development Mr Vivian Lyazi, the meeting brought together officials fromthe ministrys departments of Tourism, Wildlife, Museums and Monuments and Finance and Administration, underscoring a whole-of-government approach to market expansion.
In his keynote address, Minister Butime emphasised Uganda’s deliberate shift toward diversifying both source markets and tourism products, positioning Canada as a high-value frontier.
“As government, we are intentional about expanding beyond traditional markets and positioning Uganda as a competitive global destination,” he said. “We have invested in infrastructure and product development; from the Source of the Nile to the Rwenzori Mountains and our museums to enhance visitor experience and increase length of stay.”
He urged the delegation to leverage their firsthand experiences to influence travel decisions back home.
“We now entrust you to be ambassadors of Uganda. Tell our authentic story, share your experiences and come back in bigger numbers to see even more of what we are building,” he added.
The delegation comprising leading Canadian tour operators, travel agents, and media personalities, embarked on an immersive journey designed to showcase Uganda’s diversity across nature, culture and adventure.
Their itinerary began in Kampala with cultural excursions to the Namugongo Martyrs Shrine, the Gaddafi National Mosque and the UNESCO World Heritage Site of the Kasubi Tombs, offering a deep dive into Uganda’s spiritual and historical heritage.
From there, the experience unfolded across the country: Jinja, Uganda’s adventure capital, where the delegation explored the Source of the Nile through boat cruises and tubing experiences, Bwindi Impenetrable National Park, for the flagship mountain gorilla trekking experience, complemented by the Batwa cultural trail and traditional storytelling, Queen Elizabeth National Park, featuring sunrise game drives and a boat cruise along the Kazinga Channel, known for its dense wildlife populations. Kibale National Park, where participants undertook chimpanzee trekking and visited the Sempaya Hot Springs
The journey blended iconic attractions with authentic cultural immersion, reinforcing Uganda’s positioning as a multi-experience destination.
Assistant Commissioner for Tourism Development Mr. Kigozi Andrew Jimmy traced the initiative to a strategic outreach mission to Canada last year, which identified strong potential for growth.
“Canadians are long-haul travellers with a deep appreciation for culture, nature and adventure. This familiarisation trip was designed to give them an authentic Ugandan experience and build a long-term relationship,” he noted.
He added that Canadian travellers typically stay between 10 to 15 days and have higher spending power, aligning with Uganda’s premium tourism strategy.
Commissioner in charge of Museums and monuments Dr. Jackline Nyirachiza Besigye highlighted ongoing efforts to diversify Uganda’s tourism offering through cultural and heritage assets.
“With over two million artefacts representing 56 tribes, Uganda’s museums are a cornerstone of our repositioning strategy,” she said. “We are expanding regional sites and restoring historical landmarks to attract cultural tourists and researchers.” She also noted ongoing efforts to repatriate artefacts from international institutions to enrich Uganda’s collections.
Uganda Tourism Board CEO Mrs Juliana Kaggwa reiterated that Canada is now a priority source market, supported by increased investment in global marketing and trade engagements.
“Our message is simple; Uganda is raw, authentic and unmatched,” she said. “We are scaling up promotions through expos, roadshows and partnerships, and we are counting on this delegation to amplify our presence in Canada.” CEO Kaggwa highlighted key incentives, including the East African Tourist Visa, competitive park entry rates and investment opportunities in accommodation, aviation, and marine tourism.
Uganda’s High Commissioner to Canada, Ambassador Allan Kajik, underscored the importance of sustained partnerships in driving tourism growth. “This is a strategic initiative that will yield long-term benefits for Uganda’s tourism sector,” he said, calling for stronger support to diaspora-led cultural initiatives that promote Uganda abroad.
Speaking on behalf of the delegation, mr. Mahmood Poonja described the trip as transformative and eye opening.
“Uganda has exceeded expectations. The diversity of experiences from adventure in Jinja to wildlife encounters in Queen Elizabeth National Park, makes it a compelling destination for Canadian travellers,” the ball is now in our court to build on these experiences and curate packages for our market back home’ he said.
Chairing the session, the Commissioner in charge of tourism development, Vivian Lyazi, emphasised the need to unlock investment in transport, accommodation and product development to sustain growing demand.
The initiative forms part of Uganda’s broader strategy to increase tourist arrivals, boost visitor spend and extend length of stay by targeting high-value, experience-driven markets such as Canada.
Building on the 10,370 Canadian arrivals recorded in 2025, Uganda is positioning itself to tap into Canada’s sizeable outbound travel market through targeted engagements like this familiarisation trip.
As the delegation departs, Minister Butime’s message was clear and strategic: Uganda is ready for the world and its newest ambassadors now carry that story forward
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