Uganda showcases investment and tourism potential at exclusive Berlin forum

___________________

Uganda is strengthening its profile as one of East Africa’s most attractive destinations for investment and tourism following a high-level Germany–Uganda Investment and Tourism Forum held at the Westin Grand Hotel in Berlin. The exclusive event, convened by Uganda’s Embassy in Berlin under the leadership of Ambassador Stephen Mubiru and coordinated by Minister Counsellor  Agama Woling Anthony and Jessica Numuddu, Second Secretary and Tourism Officer, brought together German and Ugandan business leaders, investors, policymakers, and travel industry executives.

In his keynote address, Ambassador Mubiru reaffirmed Uganda’s commitment to deepening economic, diplomatic, and tourism ties with Germany. He noted that Uganda is deliberately nurturing a stable, predictable, and investor-friendly environment in pursuit of Vision 2040 and long-term economic transformation.

The Ambassador highlighted priority investment opportunities in tourism, agribusiness, coffee production, renewable energy, mining, and infrastructure. He underscored that Uganda is steadily strengthening regulatory frameworks, improving security, upgrading transport networks, and enhancing investor confidence - making it a competitive and secure destination for foreign direct investment (FDI).

(Credit: Titus Kakembo)

“Our strategy of Commercial and Economic Diplomacy places investment and tourism at the centre of Uganda’s foreign policy,” he said, noting that stronger partnerships with Germany would accelerate Uganda’s development agenda.

Tourism was a key focus of the Berlin Forum. Ambassador Mubiru shared insights from a recent 10-day Familiarisation Tour organised for 12 German tour operators, who visited flagship attractions including the Zziwa Rhino Sanctuary and the culturally rich Ewaffe Cultural Village. The tour gave the operators firsthand exposure to Uganda’s wildlife, conservation initiatives, cultural heritage, and hospitality sector.

Uganda, he said, is positioning itself boldly in the East African tourism circuit, leveraging its unrivalled natural assets - over 1,083 bird species, the endangered mountain gorillas of Bwindi, Kibale’s world-famous primate population, savannah national parks, and the source of the River Nile. Beyond the traditional Big Five safari experience, Uganda offers the expanded “Big Seven,” which includes chimpanzees and mountain gorillas, setting it apart globally.

Homegrown tour operators, such as Africa Adventure Vacations and Bantu Africa Travel, were applauded for raising industry standards through the use of professional guides, improved logistics, and strong partnerships with the Uganda Tourism Board (UTB) and the Uganda Wildlife Authority (UWA). Continuous hotel upgrades, better road connectivity, and improved flight options have also boosted Uganda’s competitiveness.

Among the distinguished voices at the Forum was Dr Andreas Hube, Federal Managing Director of the BWA Global Network (Bundesverband für Wirtschaftsförderung und Außenwirtschaft). Dr Hube commended Uganda’s forward-looking economic policies and reaffirmed the BWA’s commitment to fostering long-term, sustainable partnerships that benefit both countries.

A detailed presentation by May Kamya of Eastern Favourites further showcased Uganda’s tourism landscape - from gorilla trekking and adventure escapades to heritage trails and emerging luxury experiences. She shared overwhelmingly positive feedback from the UTB–Embassy familiarisation tour, noting increasing enthusiasm among German travel operators to promote Uganda packages.

In his closing remarks, Minister Counsellor Agama Woling Anthony presented Uganda’s strategic investment framework anchored in the ATMS model - Agriculture, Tourism, Mining, and Science.

• Agriculture: Large-scale farming, agro-processing, and export-oriented value addition.
• Tourism: Demand for premium lodges, adventure products, and cultural tourism.
• Mining: Growing interest in gold, rare earth elements, and strategic minerals.
• Science & Technology: Expanding opportunities in innovation, research, and digital solutions.

He emphasised that ATMS provides investors with a clear, structured entry point for long-term, profitable engagement.

The Forum concluded with a colourful showcase of Ugandan music and dance, offering guests an immersive cultural experience. This was followed by lively networking sessions, where German investors and Ugandan delegates explored concrete avenues for collaboration, trade, and joint ventures.

The Berlin Forum stands as a pivotal moment in the strengthening of Uganda–Germany economic and tourism relations. With growing German investor interest, expanding tourism flows, and a shared commitment to sustainable development, Uganda is positioning itself as a dynamic hub for investment and a premier travel destination in East Africa.