Uganda operators optimistic as 2026 Russian Tourism Expo closes

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The three-day 2026 Moscow International Travel and Tourism (MITT) Exhibition closed on Friday, March 13, with Ugandan tour operators more optimistic of making deeper inroads in the Russian 40 billion U.S. dollar market.

Over 20 Ugandan tour operators attended the 32nd edition of the exhibition that attracts thousands of visitors from Russia and elsewhere in the world.

The operators were wooing Russian travel and tour agents to look at Africa as an alternative destination because of the ongoing Western sanctions that the country faces and the Middle East crisis, where Russian tourists normally go.

Maxim Shilov (C) (MITT Event Director) and right, Gideon Rutazindwa, (Uganda Deputy Head of Mission to Russia) touring the Ugandan stall during the Moscow International Travel and Tourism (MITT) Expo in Moscow, on March 12 2026. (Photo by Hajarah Nalwadda)

Maurice Bashaija of Emburara Safaris and Lodges told New Vision that the company has signed an initial Memorandum of Understanding to bring Russian tourists to Uganda. Emburara's selling point is mainly cultural exploration, and this is what they are showing in the Russian market.

Bashaija said the experience at the exhibition showed that there is great potential in the Russian market for destination Uganda. He said there is a need for both sides to better understand each other.

"Our market is not aware of their preferences in detail, and they are not aware of what we have to offer, but that is why we are here to open that up, create more awareness of what it is we present.

Eric Kizige, Director of Nabigaga Tours and Travel, who has been at the annual exhibition for the second time, said this time has been different because there were more exhibitors and visitors.

"I have made business connections with agents and partners, and also private individuals have been approaching asking about our offers and packages. It is very promising, and we are hoping to do a lot of business here," Kizige said.

Betty Mbaho Kyasiimire (C) (Representative of Emburara Safaris Lodges) talking to tour operators from Zimbabwe during the Moscow International Travel and Tourism (MITT) Expo in Moscow, on March 11 2026. (Photo by Hajarah Nalwadda)

He said what is now needed to be done is more sensitisation of the Russian market about Africa. He said many of the visitors who came to his stall only knew Egypt. For those who knew about Uganda, it was the negative things only, like military strongman Idi Amin.

"We are here trying to change their mindsets and introduce them to the beautiful Uganda, the friendly community.

We also have to tell Ugandans that Russia is not a warzone," Kizige said.

Cliff Humphrey Muhumuza of Little Rocks Safaris said the exhibition has been good to him because he met some agents who want to partner.  There are some Russian tourists who have expressed interest in visiting Uganda in September.

"So far, I see it as a very good opportunity for us to tap into the Russian market, people really show the zeal to travel to Africa and to Uganda in particular. If we do it right, we will definitely hit the sky," said Muhumuza.

Uganda's Ambassador to Russia, Moses Kizige, described the expo as a major launchpad for the introduction of destination Uganda into the Russian market.

Ambassador Kizige said over the years, the number of Ugandan tour operators attending the exhibition has grown from three to seven, and this year, 37 exhibitors.

Joseph Aliganyira (C) (tour operator) talking to Maria Badakh (right) Sales Director MITT as Ambassador Moses Kizige, Uganda's envoy to Russia (left) looks on during the Moscow International Travel and Tourism (MITT) Expo in Moscow, on March 12 2026. (Photo by Hajarah Nalwadda)

He said that with this growing interest, the number of Russian tourists visiting Uganda is expected to increase. He said that, away from the traditional tourist attractions like the mountain gorilla, Uganda is also fronting sports tourism.

"We are engaging the bicycle cycling association of Russia and the marathon association. We want them to come and participate in our races in Uganda. That will definitely be a very big step forward," the envoy said, noting that they are also marketing the 2027 Africa Cup of Nations that will be hosted by Uganda, Tanzania and Kenya.