Uganda intensifies tourism and trade campaign in Nordic countries

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The embassy of Uganda in Denmark's first tourism symposium has been seen as a significant milestone in strengthening tourism cooperation between Uganda and the Nordic countries.

The high-level event, held at Scandic Spectrum Hotel in Copenhagen, was themed around building sustainable tourism partnerships and linkages.

Ambassador Margaret Otteskov (right) interacting with one of the participants during the tourism symposium in Denmark. (Courtesy photo)

It brought together tourism stakeholders, travel trade professionals, media representatives, and strategic partners with a shared interest in promoting Uganda’s tourism potential in the Nordic countries, including Denmark, Sweden, Norway, Finland, and Iceland. 

The symposium was also attended by representatives from Uganda's foreign affairs ministry, led by the Amb. Margaret Otteskov, Uganda Tourism Board (UTB) officials led by senior brand officer Daniel Irunga, tour operators and hotel owners.

The delegation showcased Uganda’s diverse tourism investment opportunities and offerings, including wildlife safaris, cultural heritage, adventure tourism, and sustainable travel experiences.

Participants were engaged through presentations and discussions highlighting Uganda’s position as a sustainable and competitive destination in Africa.

UTB's Irunga emphasised Uganda’s commitment to strengthening partnerships with the Nordic travel-trade stakeholders.

Daniel Irunga, the UTB senior brand officer addressing the travel trade professionals, media representatives, and strategic partners in Denmark. (Courtesy photo)

“Destination Uganda is committed to deepening business partnerships with the Nordic and Scandinavian tour operators as well as travel advisors, while positioning the country as a safe, competitive, and sustainable destination for Nordic travellers,” he said.
On her part, Amb. Otteskov, who represents Uganda to Nordic and Baltic regions of Europe, underscored the importance of developing new markets for destination Uganda.

“The Nordic market is characterised by a strong outbound travel segment with a growing interest in authentic, nature-based and socially responsible tourism experiences. Through economic and commercial diplomacy, we remain committed to developing this market and strengthening Uganda’s tourism presence in the region,” she said.

The symposium also provided a networking platform for business-to-business engagements, fostering new collaborations aimed at increasing tourist arrivals from the wider Nordic region, including Denmark, Sweden, Norway, Finland, Iceland and the Baltic states of Estonia, Latvia and Lithuania.

It comes at a time when the tourism ministry just launched a new strategic plan 2025/26-2029/30, which is anchored in the government of Uganda’s ambitious tenfold economic growth strategy.

Jean Byamugisha (left) the CEO of Uganda Hotel Owners Association together with Daniel Irunga (centre) the UTB senior brand officer convincing one of the tour operators from the Nordic countries during the symposium that was organised in Denmark. (Courtesy photo)

According to the fourth National Development Plan (NDP IV), tourism, along with agriculture, minerals, oil and gas plus science, technology and innovation, collectively referred to as ATMS, is one of the anchors of the double-digit and the tenfold growth strategy of the economy over the next 15 years, leading up to 2040.

According to Simplicious Gessa, the UTB spokesperson, Uganda’s ambitious target of a 25-fold increase in tourism earnings from $2b in 2023 to $50b by 2040 is based on its diverse natural and cultural heritage, which provides a comparative advantage and competitive edge in the global tourism market.

Quoting the tourism performance report 2024/2025, Gessa noted that Uganda’s tourism sector continued its strong recovery in 2024, with international arrivals rising by 7.7% from 1,274,210 in 2023 to 1,371,895.

"Overseas markets also expanded by 8.9% to 137,411 arrivals, led by Asia (67,176), Europe (39,596), and the Americas (28,751)."

Meanwhile, the economic and commercial diplomacy handbook provides for all Uganda's missions abroad and the ministry headquarters to market Uganda's key growth sectors.

The strategy recognises these missions as strategic agents for attraction of opportunities in the key growth sectors of the country, such as tourism, agro-industrialisation, mineral development, science and technology, for accelerated economic growth in the next 15 years.