Earlier this year, Uganda hosted tourism and travel stakeholders from Canada and Ethiopia as part of a strategic effort to strengthen the country’s visibility in international markets and attract more visitors through experience-based destination marketing.

The familiarization trips, conducted in April and May-June 2026, brought together tour operators, travel executives, media personalities, influencers and prospective investors to experience Uganda’s tourism attractions firsthand.

According to tourism officials, the initiative is aimed at converting destination awareness into actual bookings and long-term tourism partnerships.

“You can present brochures and videos all day, but nothing compares to standing in the middle of Uganda’s wilderness or engaging with its people and culture firsthand,” said Juliana Kaggwa of the Uganda Tourism Board (UTB).

The Canadian delegation toured several of Uganda’s flagship tourism destinations, including wildlife parks, conservation areas and cultural sites, while the Ethiopian team visited attractions such as Bwindi Impenetrable National Park, Murchison Falls National Park, Kibale National Park and the Namugongo Martyrs Shrine.

Tourism authorities believe the missions will help position Uganda as a competitive destination in both regional and international markets.

Michael Wamai, Uganda’s Economic and Commercial Diplomacy Officer in Addis Ababa, described the Ethiopian initiative as:

“One of the most strategic regional tourism familiarization initiatives undertaken by Uganda in recent years.”

Officials say the long-term objective is to increase tourist arrivals, attract investment and create stronger tourism partnerships capable of driving growth across the sector.