Lusaka, Zambia | Uganda has kicked off its first-ever tourism roadshow in Zambia, aiming to strengthen intra-African travel and expand its visitor markets. The campaign, themed “Experience the Pearl of Africa,” highlighted Uganda’s wildlife, cultural heritage, and adventure attractions to Zambian tour operators and travel agencies.
The event was led by Uganda’s Minister of State for Tourism, Martin Mugarra Bahinduka, who emphasized the importance of regional collaboration and encouraged multi-destination tourism packages linking Uganda and Zambia. “This roadshow showcases Uganda’s diverse tourism offerings while connecting Zambian destination marketing companies, tour operators, and travel agencies to Uganda’s leading tourism institutions and private sector,” the Uganda High Commission said in a statement.
The initiative supports Uganda’s goal of increasing annual visitor arrivals from 1.3 million in 2024 to 4 million by 2028. Tourism currently contributes 7.7% to the country’s GDP and provides employment for over 667,000 people, according to the Uganda Bureau of Statistics.
The Lusaka roadshow was part of a week-long engagement by the Uganda High Commission, which also included a diaspora registration drive and celebrations of Uganda’s 63rd Independence Day. Following Lusaka, Uganda plans to take the roadshow to other African cities such as Gaborone, Accra, and Windhoek, as it leverages tourism to strengthen economic diplomacy across the continent.