Uganda showcases at Moscow tourism expo in renewed drive

MOSCOW - Uganda was at its best at the just concluded three-day 31st Moscow International Tourism, Travel and Hospitality Exhibition (MITT 2025), where it marketed itself as a must-visit tourism destination in East Africa.

MITT is the largest Tourism, Travel and Hospitality Exhibition in Central Europe, which attracts thousands of Exhibitors, from the former Soviet Union; and more than one hundred thousand visitors each year.

Uganda tour operators had business-to-business meetings with their Russian counterparts and other participants from different countries.

Lilly Ajarova (L), Senior Presidential Advisor on Tourism with a lady in Russian dress code during the Moscow International Tourism, Travel and Hospitality Exhibition (MITT 2025) in Moscow on March 20 2025. (Courtesy Photos)

The tour operators were also able to understand what the tourists in the region look for, and how to package their services.

At the exhibition, which was held at the Moscow Exhibition Centre, the 18 Ugandan tour operators were joined by Ugandan university students in Moscow who offered translation services and showcased the country's beautiful culture through dancing, and dress.

The Ugandan team received an invitation to the Ural Mountains Regional Tourism Expo, with free exhibition space, and some expenses to be met by the Regional Government.

The three-day expo is scheduled for April 3.

Moses Kizige (R), Uganda's Ambassador to Russia giving a gift to a Russian Tourism Expert after the Moscow International Tourism, Travel and Hospitality Exhibition (MITT 2025) in Moscow, on March 20 2025.

Lilly Ajarova, Senior Presidential Advisor on Tourism and former Chief Executive Officer of the Uganda Tourism Board also attended the exhibition, where she sold copies of her book; "The Mountains of the Moon", which highlights her experience when she climbed up to the peak of Mt. Rwenzori.

Ambassador Moses Kizige, Uganda's envoy to Russia told New Vision in an interview that because of Russia's hostile winter, many of them opt to travel during the summer.

Kizige said Uganda is now wowing Russian tourists to travel to the East African country also known as the 'Pearl of Africa'.

People tour the Uganda exhibition stall during the Moscow International Tourism, Travel and Hospitality Exhibition (MITT 2025) in Moscow, on March 20 2025.

"In the recent past, the number of tourists from Russia to Uganda has increased significantly, with more than three hundred tourist Visas issued each month at the Embassy, and another two hundred Visas obtained online each month," Kizige said.

This is the third time Uganda is exhibiting at the MITT.

Uganda is expanding its tourism market from traditional Europe and America to Russia and Asia.