Uganda embassy in Addis highlights tourism and investment potential at AU

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The Uganda Embassy in Addis Ababa on Tuesday hosted hundreds of Ugandans, diplomats, business leaders, and development partners to a colourful celebration of Uganda’s 63rd Independence anniversary. This event also doubled as a major tourism and investment exhibition.

Held at the Hilton Hotel on November 11, 2025, the showcase highlighted Uganda’s renewed push to tap into Ethiopia’s vast market, Africa’s diplomatic community, and the thousands of high-spending business travellers who frequent Addis Ababa, the seat of the African Union (AU).

The Uganda Tourism Board (UTB) and Uganda Investment Authority (UIA) took centre stage, pitching Uganda’s diverse tourism attractions and priority investment sectors to an audience well positioned to act, diplomats, expatriates, multinational executives, and AU officials. Guests were treated to a vibrant cultural performance by the Crane Performers, whose drums, dance, and storytelling set the tone for the evening.

Guests at the event. (Courtesy)

(Courtesy)

As Africa’s political heartbeat, Addis Ababa hosts almost all diplomatic missions representing UN member states. The city is a revolving door for dignitaries, consultants, corporate delegations, and conference travellers.

This concentration of decision-makers makes Addis Ababa one of Africa’s richest sources of luxury tourists, foreign direct investment, and cross-border business partnerships, an opportunity Uganda is now strategically leveraging.

In her keynote remarks, Ambassador Rebecca Amuge Otengo, Uganda’s Permanent Representative to the African Union and Ambassador to Ethiopia, reflected on the country’s history, reminding guests of the turbulent years marked by poor leadership, internal divisions, and conflict.

A release from the Ministry of Foreign Affairs states that Otengo celebrated Uganda’s recovery, noting that the country has rebuilt itself into a stable and peaceful nation that now shelters more than 1.6 million refugees from neighbouring states. This generosity, she said, stems from Uganda’s own history of displacement.

She commended the warm bilateral relations between Uganda and Ethiopia but urged both nations to translate their political goodwill into tangible economic benefits for ordinary citizens.

“It is not enough to enjoy excellent relations; people must feel these ties through increased trade, investment, tourism, and shared prosperity,” she stated.

Different dignitaries underscored Ethiopia’s position as a rapidly growing economy with Africa’s most advanced leather and textile industries. Its expanding middle class has increasingly become a promising tourism and business source market for Uganda.

Many Ethiopians already invest in Uganda, particularly in real estate, trade, and services, reflecting the growing trust and interest between the two countries.

The Chief Guest, Amb. Zerehun Abebe, Director of African Affairs in Ethiopia’s Ministry of Foreign Affairs, applauded Uganda’s leadership in peace and stability initiatives across the continent. He encouraged both nations to harness the “glaring opportunities” that can uplift millions of their citizens.

Similarly, Amb. Mohamed El-Amine Souef, Chief of Staff at the AU Commission Chairperson’s Cabinet, praised Uganda’s long-standing commitment to Pan-Africanism and peace-building efforts.

Capt. Dr James Kanagwa, Chairperson of the Ugandan Community in Ethiopia, thanked the government for prioritising the diaspora in national development strategies. Addis Ababa hosts hundreds of Ugandan professionals working within the AU system, UN agencies, and international organisations, forming one of Uganda’s most skilled expatriate communities.

The exhibition featured comprehensive presentations from UTB and UIA, highlighting opportunities in tourism, manufacturing, agro-processing, energy, and services. The agencies showcased Uganda’s competitive advantages - from its youthful labour force and fertile land to its growing tourism appeal anchored in wildlife, culture, and adventure.

Officials also emphasised that Ethiopia’s membership in the African Continental Free Trade Area (AfCFTA) opens a vast market for Ugandan products. Prominent trade opportunities include:

• Beef and dairy products
• Leather and leather goods
• Textiles
• Value-added agricultural exports
• Education services

Exporters and tourism stakeholders celebrated the robust air connectivity between the two countries, with four daily direct flights linking Kampala and Addis Ababa. This connectivity, one remarked, has stimulated tourism, business travel, and cross-border collaboration.

Tourism officials noted that Uganda and Ethiopia are complementary destinations. "Uganda offers lush greenery, wildlife, primates, and adventure experiences, while Ethiopia boasts deep historical heritage sites, cultural tourism, and ancient architecture," one promoter remarked .

It was revealed that major tour operators in Kampala and Addis Ababa package combined itineraries, enabling tourists to experience the best of both countries on a single trip.