Uganda pitches tourism brand at Tanzania's Kilifair Expo

ARUSHA - Considered the second biggest tourism expo in Africa, the Karibu-Kilifair Expo is currently being held at Magereza grounds in Arusha, Tanzania. 

Running from June 4-7, the 9th edition of the expo attracted over 500 exhibitors from 15 countries, 700 international and regional buyers from 45 countries and over 10,000 trade visitors.

The Karibu Kilifair provides a strategic platform for destination marketing, business networking and tourism investment opportunities. 

Uganda pitched a visibly huge stall that not only showcases the 'Explore Uganda- the Pearl of Africa' brand, but also depicts the striking images of the country's tourism wonders.

Ambassador Anne Katusiime, the Consul General of Uganda's consulate in Arusha, Tanzania, noted that the Pearl of Africa is participating in the mega tourism expo for the second time.

"For the past three years, our consular services have been focused on the East African Community work until this financial year, when we included tourism. The sector is a low-hanging fruit that the Government is banking on to propel Uganda's economy to an upper middle-income economy," Katusiime explained.

Arusha, being at the centre of tourism in Tanzania, Uganda has reportedly taken all the necessary steps to penetrate the tourism sector in Tanzania. Katusiime pointed out the success stories that portray Uganda on the right trajectory, including the increased tourist numbers from Tanzania, who currently travel to Uganda. 

Ambassador Anne Katusiime (7th left), the Consul General of Uganda consulate in Arusha, Tanzania, having a photo moment with some of Uganda's private sector tourism stakeholders who participated in the Kilifair Tourism Expo. (Credit: Julius Luwemba)

Last month (May), Katusiime led a team of six prominent tour operators plus two media personnel from Tanzania into Uganda for a six-day tour with emphasis on exclusive attractions which are not found in Tanzania.

These include cultural immersion, gorilla and chimpanzee tracking, as well as hospitality and nightlife, among other human aspects of tourism products.

Katusiime says that such engagements continue to register success for Uganda's tourism industry.

Citing the Rwenzori marathon as a benchmark, the Consul General revealed, "When this consulate joined the campaign in 2025, we received at least 18 Tanzanians for the Rwenzori marathon and for this year so far, we have registered more than 55 Tanzanians," she stated.

Matilda Iremera, the chief executive officer for the Association of Uganda Tour Operators (AUTO), said this year, over 20 tour operators from Uganda participated in the Karibu Kilifair tourism expo. "We keep attending such events, which have great opportunities.

At such gatherings, our members also get partnerships with other tour operators so that they can design joint itineraries and be able to market the entire region as one block," she said.

Simplicious Gessa, the head of communications and public relations at the Uganda Tourism Board (UTB), noted that Tanzania's Kiliafair, coming at the heels of Uganda's Pearl of Africa Tourism Expo (POATE) held two weeks ago, is an opportunity to foster engagements.

He observed that UTB's presence at Kilifair also contributes to Uganda's overall marketability of the country by meeting new contacts, doing the regional block sale and also integrating the old and new buyers into a single market.

"As the organisers of POATE, we are also here to pick new indices that we can benchmark on, to make our expo better," he added.

Saturday, June 7th, is dubbed the Uganda Day at Karibu-Kilifair expo, to showcase the country's different cultures, cuisines and expressions to the rest of the exhibitors, buyers and visitors.

Panelists during the official opening of Karibu Kilifair Expo in Tanzania. (Credit: Julius Luwemba)

Successful economic and commercial diplomacy

Uganda's consulate in Arusha took a lead in the Kilifair expo as part of the wider programme of economic and commercial diplomacy, which aims at positioning the country as a destination for tourists, investors and trade.

Ambassador Richard Kabonero heads the economic and commercial diplomacy programme at Uganda's Ministry of Foreign Affairs. He revealed that the programme has registered "tremendous success" as being implemented by the 34 Missions abroad.

"This programme currently runs on a 5-year strategy, which is meant to contribute to the 10-fold growth of Uganda's economy. Launched last year in Gulu city, we already see a lot of returns on investment," Kabonero expressed.

He expounded that the strategy is pinned on agro-industrialisation, tourism, mineral development (including oil and gas), as well as science, technology and innovation.

"All our embassies abroad are assessed on different key performance indicators and are judged on evidence-based delivery under the afore-mentioned four pillars. I'm gratified to note that most of them have performed very well," Kabonero further expressed.

According to the government's policy framework, every financial year, sh120b is allocated towards the economic and commercial diplomacy program, which commenced in the current financial year, ending in June.

"For the new financial year, we look forward to more effort in increasing our arrivals and attracting more investors," Kabonero added.

He cited some of the projects initiated and coordinated by Uganda's embassies, such as:  the construction of Kidepo international airport which he said, was coordinated by the embassy in the United Arab Emirates (UAE), investments in the oil and gas which are said to have been coordinated by the Mission in France as well as the increased tourists numbers brought by concerted efforts from several Missions abroad.