Uganda proudly showcased its tourism potential at the World Travel Market (WTM) London 2025, held from 4th to 6th November 2025, under its internationally recognized destination brand, @ExploreUganda, the Pearl of Africa.

Led by the Hon Col (Rtd) Tom R Butime Minister of Tourism, Wildlife and Antiquities and the Uganda Tourism Board (UTB) CEO, Juliana Kagwa,

The team performed a successful three-day marketing campaign that showcased the country’s diverse tourism experiences from wildlife and adventure to culture and community tourism.

According to Butime, Uganda’s participation at WTM London reaffirms Uganda’s commitment to positioning The Pearl of Africa as a top global travel destination.

“We are here to build new partnerships, strengthen existing ones, and invite the world to experience Uganda’s unmatched natural beauty and hospitality,” he noted.

Uganda stood out as one of the most lively and engaging attractions in the Africa Hall.

Visitors were treated to cultural performances, captivating destination videosand interactive sessions with tour operators, hotel representativ, es, and travel agents.

These engagements opened doors for new collaborations and tailor-made routes promoting Uganda’s adventure, wildlife, and cultural tourism products.

According to Juliana Kagwa the UTB CEO, Uganda’s goal was not just visibility, but meaningful engagement, connection with international buyers and media who are genuinely interested in promoting Uganda.

“The response was overwhelmingly positive Uganda is firmly on the radar of the global travel trade,” Kagwa said.

Uganda’s participation also attracted the attention of major international media houses including CNN, BBCAfrica, Al Jazeera, and National Geographic, providing a powerful platform to highlight iconic attractions such as gorilla trekking, the River Nile, and community-based tourism experiences.

The marketing and PR team further expanded Uganda’s reach by meeting with travel influencers, journalists, and global buyers, distributing press materials and planning familiarization trips for 2026 to showcase the country firsthand.

“WTM London gave uganda the perfect platform to tell the world that Uganda is ready to welcome, ready to inspire, and ready to grow tourism sustainably,” Kagwa said

With renewed energy and strengthened partnerships, Uganda continues to shine as The Pearl of Africa a destination like no other.