UGANDA SHINES AT TOURISM ROADSHOW IN ZAMBIA, INVITING VISITORS TO “EXPERIENCE THE PEARL OF AFRICA.
- mtwa tourism
- 6 days ago
- 3 min read
Lusaka, Zambia – October 19, 2025: Uganda’s tourism sector recently won the spotlight in Lusaka, Zambia, as the Uganda Tourism Roadshow, under the theme “Experience the Pearl of Africa,” brought together a blend of travel professionals, industry stakeholders, and adventure enthusiasts. Running from October 17th to 19th, the event was a joint effort by the Uganda High Commission in Tanzania and the Uganda Tourism Board (UTB), and it successfully highlighted Uganda as a top African travel destination.
Leading the Ugandan delegation, Hon. Martin Mugarra, Minister of State for Tourism, engaged with Zambian counterparts, travel agents, and tour operators, passionately sharing Uganda’s tourism story. “Uganda is more than just a destination, but a collection of experiences that promise adventure, culture, and nature in its purest form. We are excited to welcome our Zambian friends to the Pearl of Africa and share the warmth of our people,” Hon. Mugarra said.
A Deep Dive Into Uganda’s Wonders
The roadshow gave visitors an up-close look at the very best Uganda has to offer. The UTB exhibition and destination pitch sessions were alive with energy as attendees discovered Uganda’s diverse landscapes, wildlife, and cultural richness.
From trekking the misty hills to meet the most treasured mountain gorillas in Bwindi Impenetrable National Park, to tracing the historic source of the River Nile in Jinja, Uganda’s natural and cultural treasures were on full display.
Adventure tourism and cultural experiences took center stage, with highlights including Uganda’s music, dance, and handicrafts, which delighted visitors eager to understand the country’s heritage. Representatives from Destination Management Companies (DMCs), Uganda Airlines, and the Uganda Wildlife Authority shared insights on unique packages, wildlife safaris, and eco-tourism experiences, giving Zambian tour operators the tools to promote Uganda as a must-visit destination.
Creating Stronger Connections
Beyond showcasing attractions, the roadshow served as a platform for networking and partnership building. Ugandan and Zambian tourism leaders engaged in in-depth discussions, exploring joint marketing initiatives, cross-border travel packages, and improved airline connectivity. The conversations, often informal yet highly productive, laid the foundation for future collaborations that aim to make traveling between the two countries seamless and enticing for tourists.
“This is about building bridges between our tourism sectors,” said a senior official from Uganda Airlines. “By working together, we can offer travellers a seamless journey from Zambia to Uganda while highlighting the very best experiences both countries have to offer.”
Celebrating Uganda’s Independence in Zambia
The roadshow concluded on a high note with Uganda’s Independence Day celebrations in Zambia on October 19th. The celebrations, which included cultural performances, speeches, and networking opportunities, reflected the close friendship and diplomatic ties between Uganda and Zambia. Visitors had the opportunityto experience Ugandan culture firsthand, from traditional dances to local culinary, creating memories that will inspire travel and curiosity about the Pearl of Africa.
Uganda’s Tourism is Poised for Growth
The success of the roadshow demonstrates Uganda’s commitment to promoting its tourism sector and attracting visitors from across Africa and beyond. Through presenting a combination of spectacular natural beauty, rich culture, and innovative tourism services, Uganda is positioning itself as a leading African travel destination.
Hon. Mugarra summed it up: “Tourism is about connection, experience, and sharing our story. The roadshow has strengthened our bonds with Zambian partners and showcased the heart of Uganda to a new audience. We look forward to welcoming visitors and giving them memories that last a lifetime.”
With initiatives like this roadshow, Uganda is not just selling a destination, it is inviting the world to come explore, engage, and fall in love with every corner of the Pearl of Africa.
