Uganda hosts fair in Tanzania to showcase tourism investment potential

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Uganda has unveiled a campaign aimed at showcasing Uganda’s breathtaking landscapes, wildlife, culture and investment potential.

The campaign, termed as “Unveiling the Hidden Pearl of Africa”, was launched by the team from Uganda led by Amb. Ann Katusiime during the opening of Kilifair East Africa’s Largest Tourism Expo, taking place in Arusha, Tanzania, at the famed 41,000 sq m magereza prison grounds.

According to the team from the Ministry of Foreign Affairs, Kampala, the campaign invites the world to discover Uganda, the true Pearl of Africa. The Kilifair Tourism expo, that kicked off on Friday and goes on till Sunday, June 8, has attracted over 500 exhibitors from more than 15 countries, 1000 international buyers and trade visitors, media and industry leaders.

Kilifair Expo. (Courtesy)

Ministry of Foreign Affairs officials join performers of a kiganda dance at the expo. (Courtesy)

At the Saturday launch, Ambassador Anne Katusiime, Consul General in Arusha led a powerful delegation comprising the dignitaries from the Ministry of Foreign Affairs, Uganda Tourism Board, Uganda Wildlife Authority and the private players in the tourism sector.

From the campaign, the Tourism sector hopes to increase tourist arrivals from the current 1,371,895 international tourists, a 7.7% increase from the previous year.

According to the Uganda Tourism Board, the sector earned the country $1.28 billion (about sh4.8 trillion) from international tourism receipts in 2024; a growth rate attributed to increased arrivals from Africa and key overseas markets.

Ugandans present at the Kilifair Tourism expo. (Courtesy)

Speaking on the sidelines of the Expo, Ugandan tourism promoter and operator Amos Wekesa called on Ugandans to take advantage of the beauty and features, among other opportunities in the sector, to grow the numbers. He gave an example of Tanzania, which, not long ago, had a target of attracting 5 million tourists, a number that has since doubled.

“If Uganda got just 2% of that number, we would go so far, but we are not serious. Imagine the Uganda Wildlife Authority, with 22 National Parks and game reserves combined, collects on $35 million, far less than some local tour operators who earn about $80 million annually,” Wekesa said in an interview through X on Saturday.

According to the organisers of the event, the three-day event is aimed at advancing East African Community efforts of promoting the region as a single tourism destination through the “Visit East Africa-Feel the Vibe brand.

The 2025 Edition of Karibu-Kilifair, East Africa’s Largest Tourism Expo is currently underway in Kasese. (Courtesy)

The brand is a strategic initiative that aims to bring together the EAC Partner States tourism stakeholders, including tourism boards, tour operators, hoteliers and service providers to foster cross-border partnerships and co-branding opportunities and embrace multi-destination offerings as an emerging and growing trend in the global travel industry.

Information from the East African Community Secretariate indicates that the region received 8.5 million international tourists in 2024, compared to pre pre-COVID period of 7.7 million arrivals in 2019.

The theme for this year's Karibu-KiliFair is "Where Business Meets Wildlife" and is supported by the GIZ, European Union BMZ in partnership with the East African Community secretariate.