Lead German tourism executives to boost Uganda's potential

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Uganda expects to double the number of German tourists in the 2025/2026 financial year, after a team of German tour and safari executives offered to boost Uganda’s tourism sector, New Vision Online has learnt. 

Speaking at a dinner where the foreign affairs ministry hosted 12 executives of renowned German tour and safari firms at Ndere Cultural Centre in Kampala, Ugandan envoy to Berlin Stephen Mubiru said the Government has already committed funds to the mission to ensure that the number grows from the annual average of 23,000 German visitors to 40,000 by the end of this financial year.

“Recently, we had independence celebrations in Germany where we invited several Germans to come and attend, but in doing so, we marketed the country. We have also put up what we call diaspora events, where we encourage them to come with friends as part of the marketing strategy,” Mubiru said.



The other strategy deployed to market Uganda for tourism and investment, according to Mubiru, is through business forums. 

“We are organising a business forum in Munich, which is the richest city in Germany. We are also organising one in Berlin and Cologne, such that we market the country to the people,” he said.

According to Mubiru, some tour operators have not been exposed to Uganda and to solve this, he said they have resolved to bring some of them into the country to see different tourist attractions in the country.

The Germany tourists test Bushera at a head of a dinner at Nderere Cultural Centre in Kampala. (Courtesy)

“When you come for tourism, you may come for nature, but most importantly its people. We are one of the friendliest countries in the world. In any corner where you go, you get service with a smile,” Mubiru said while inviting places such as the Source of River Nile, Murchison Falls, Bwindi Impenetrable National Park, Queen Elizabeth National Park, among others.

Uganda has made tourism one of the key sectors for economic growth and development. The country is endowed with natural beauty, rich cultural heritage, and diverse wildlife, making it an attractive destination for tourists.

The Government has earmarked shillings 430 billion for direct investment in tourism in the 2025/2026 financial year, strengthening its commitment to a sector showing strong post-COVID-19 recovery.

He informed them that Uganda was the most peaceful country in the region with favourable terms of investment before rallying them to invest in the country.

“Despite the majority of Ugandans being Christians, we live in harmony with all other religions. Due to peace and hospitality of the people, Uganda hosts the highest number of refugees because it accommodates all the people, and it makes us a relative of Germany because Germany is also hosting the highest number of refugees in Europe,” Mubiru said.

The Embassy in Berlin, Mubiru said, plans to use tourism as a multiplier effect and that they will walk side by side with the visitors/tourists to ensure the development of tourism in Uganda.

“It is important to understand that the reason why we are called a developing country is that whatever you look at is an opportunity. Therefore, explore and exploit those opportunities,” he said.

Stilson Muhwezi, the first secretary in the public diplomacy department at the foreign affairs ministry, emphasised that Germany was a very important tourism source for Uganda, because Germans are among the key people who travel in the world.

“Over 70% of Germans take a trip abroad every year and so, having that kind of market is good for us to tap into it, so our Embassy in Berlin has been doing a great job, but also working with other agencies like the Uganda Tourism Board. They are reaching out to different stakeholders in Germany to market Uganda,” Muhwezi said.

He said as a result of the efforts, there is an increase of German tourists coming to Uganda and that efforts are being boosted to attract more this financial year and beyond.

“Under the economic and commercial diplomacy programme, the missions including the one in Berlin, have been funded this time round to promote Uganda,  basically like this programme here, where you bring in influencers, key stakeholders in the tour and travel sector from Germany,  so that they see for themselves and take information, videos, upload them on social media and so on and they become our ambassadors to the rest of Europe,” Muhwezi said.

He added; “It will be easy for Germans back home to believe information from their fellow Germans who have been here. When they come, they see Uganda is peaceful, during day and night, you can travel safely, you can see all these attractions and go back to Germany safely, it is an inspiration for many others to consider Uganda as their choice destination.”

Jens Hulvershorn, a sales director at DACH in Germany and a team leader, expressed gratitude and relaxation during their first day in Uganda, citing the warm hospitality as a refreshing attraction.

“I feel more relaxed and happier to be here now, and you know, there is a reason we even share colors in the national flag. Check out the black, yellow, and red,” he said.

He praised the Ugandan government for aiding their travel to the country, wondering at the cultural immersion so far experienced and lovely interactions with locals alongside wildlife encounters.