Uganda, Egypt push joint tourism promotion in bid to tap global markets

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Uganda and Egypt are moving to jointly market themselves as a single, complementary tourism package, betting on shared branding and cultural ties to attract more international travellers and boost arrivals.

The strategy, anchored on co-promotion, influencer campaigns and cultural exchange, aims to position the two destinations as a seamless African journey stretching from the Mediterranean to the source of the Nile.

Lt Gen. Charles Angina, Uganda’s Deputy Head of Mission in Cairo, said on April 18, 2026, that the initiative is designed to convert Egypt’s strong tourism numbers into traffic for Uganda by offering travellers a dual-destination experience.

“If we convince them that what we have is unique and does not compete with Egypt, then tourists can have a second package,” he said, pointing to Uganda’s wildlife, landscapes and the source of the Nile as key differentiators.

He was speaking at a cultural gala organised by the Uganda Embassy in Cairo and the Uganda Tourism Board, held at the Ndere Centre in Ntinda, Kampala, and attended by a delegation of visiting Egyptian tourism influencers. The event was organised to acquaint the influencers with Uganda’s tourism offerings.

Egypt’s Ambassador to Uganda, Monzer Selim, said the two countries’ tourism offerings naturally complement each other and can be marketed jointly to global audiences.

“Uganda offers greenery, equatorial scenery and wildlife, while Egypt offers history and desert tourism. Together, they create a broader and richer experience,” he said.

UTB chief executive Juliana Kagwa said the goal is to build long-term marketing partnerships that go beyond traditional source markets.

“We are looking to create synergies and make inroads into the Egyptian market. The Nile starts here and becomes commercialised all the way to Egypt, so there is a natural link we can leverage,” Kagwa said.

She added that Egypt’s high visitor numbers of 19 million tourists against Uganda's 1.6 million present an opportunity for collaboration rather than competition, with Uganda seeking to attract a share of outbound travellers through joint promotion.

The visiting delegation, led by goodwill tourism ambassador Nancy Abdelhadi, described the initiative as a unique platform bringing together top actors, influencers, media and tour operators to strengthen visibility between the two countries.

“My dream is for us to co-brand both countries to offer a real, authentic African experience,” she said.

Egyptian actor Sedky Sakhr said Uganda’s natural environment and cultural heritage offer a compelling addition to Egypt’s tourism portfolio.

“This nature is speaking in every corner,” he said, highlighting the shared significance of the River Nile as a unifying link.

Veteran actor Mahmoud Hemida described Uganda as a place that evokes a deep sense of belonging, urging more Egyptians to visit.

Growth targets and outlook

Uganda is targeting 2.2 million international arrivals this year as part of a broader recovery strategy following the COVID-19 slowdown.

Kagwa said the country is also focusing on increasing visitor stay and spending, with average stay duration already rising to about 8.6 days and projected to reach up to two weeks.

Long-term plans aim to scale arrivals to four million by 2030, with tourism positioned as a key foreign exchange earner.

For both Uganda and Egypt, officials say joint branding, linking distinct but complementary experiences, could unlock new markets in Europe, Asia and the Americas.

“This is about showcasing Africa as a connected destination,” Selim said, “from the Mediterranean all the way to the source of the Nile.”