Uganda’s tourism appeal received a boost after twelve German travel trade partners completed a ten-day familiarization trip across the country, organized by the Embassy of the Republic of Uganda in Berlin in partnership with the Uganda Tourism Board (UTB).
Themed “Experience Uganda, the Pearl of Africa,” the initiative was designed to expose German tour operators to Uganda’s top attractions, cultural heritage, and emerging investment opportunities within the tourism sector.
Led by Uganda’s Ambassador to Germany, H.E. Stephen Mubiru, the delegation toured some of Uganda’s most iconic destinations, including the Zziwa Rhino Sanctuary, which has gained international attention for its baby rhino naming campaign—a symbol of the country’s progress in wildlife conservation and sustainable tourism.
The group also visited Ewaffe Cultural Village in Buganda, a women- and family-led community enterprise that promotes cultural preservation and inclusive tourism. The visit highlighted Uganda’s drive to empower local communities through authentic and participatory tourism experiences.
Ambassador Mubiru said the familiarization trip aligns with Uganda’s Economic and Commercial Diplomacy Strategy, which seeks to increase German tourist arrivals, attract investment, and expand export opportunities.
“Germany remains one of Uganda’s top source markets. Through initiatives like this, we are deepening collaboration and creating new opportunities for mutual growth,” Ambassador Mubiru stated.
Uganda currently welcomes more than 28,000 German tourists annually, with a target to increase the figure to 40,000 through enhanced marketing, digital outreach, and the translation of promotional materials into the German language.
Mr. Stilson Muhwezi, First Secretary in the Ministry’s Public Diplomacy Department, reiterated Uganda’s commitment to supporting diplomatic missions abroad in advancing tourism and trade through the Economic and Commercial Diplomacy Programme.
The Embassy thanked the Uganda Tourism Board, Uganda Wildlife Authority, Church Hill Safaris, Wild Jungle Safaris, and Chimpundu Lodge Kibale for their contribution to the trip’s success.
The familiarization tour marks another milestone in strengthening Uganda–Germany relations through tourism, conservation, and cultural exchange, positioning Uganda as a preferred destination for European travelers seeking authentic and sustainable experiences.
