Uganda takes top Africa prize at major US travel expo

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Destination Uganda has won the “Best in Show - Africa” award at the 2026 Travel & Adventure Show in New York after delivering one of the most immersive and engaging country showcases at North America’s largest consumer travel exhibition.

The Travel & Adventure Show, held January 25, 2026, always attracts more than 150,000 visitors annually across multiple U.S. cities, and operates on a business-to-consumer (B2C) model that allows destinations to engage directly with travellers who are actively planning trips.

Uganda’s participation in both the Washington, D.C., and New York editions generated high-quality travel leads and strengthened business linkages with tour operators. They boosted visibility in one of the world’s most lucrative source markets.

Uganda’s vibrant stand brought to life the brand promise of the “Pearl of Africa” through highly interactive experiences, including tastings of premium Ugandan coffee and Uganda Waragi, virtual-reality tours of national parks and landscapes, and compelling gorilla-trekking showcases that consistently drew large crowds.

Uganda’s vibrant stand brought to life the brand promise of the “Pearl of Africa” through highly interactive experiences. (Courtesy photo)

The activations attracted not only consumers, but also travel advisors and media representatives, providing first-hand exposure to Uganda’s diverse tourism offerings and helping position the country competitively among long-haul destinations.

The award was the result of a coordinated effort led by the Uganda Tourism Board (UTB), working closely with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and private-sector tourism operators.

Three Ugandan companies - Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges - represented the private sector, engaging with members of the Africa Tourism Association, overseas travel agents and tour wholesalers. Their goal was to ensure Uganda is included in premium African travel itineraries offered to U.S. clients.

In rapid succession to the New York success, Uganda will next exhibit at the South Florida Travel & Adventure Show from February 28 to March 1, 2026. On its heels will follow the Los Angeles edition on March 7/ 8, 2026. In addition, Uganda’s Mission in Washington, D.C., will host a Uganda Cultural Show, Business-to-Business networking session and Tourism Investment Meeting in Los Angeles on March 6, targeting investors, tour operators and diaspora stakeholders.

Impressed, UTB’s North America Marketing Manager, Francis Nyende, says the New York recognition reflects a deliberate strategic shift toward attracting high-value travellers rather than mass tourism.

“By engaging directly with discerning North American travellers, we are positioning Uganda as a destination for slow travel and deep ecological immersion.  This value-over-volume strategy attracts visitors who invest more meaningfully in their journeys and stay longer, supporting local businesses and conservation,” Nyende said.

He added that high-spending, environmentally conscious travellers are critical to aligning tourism growth with Uganda’s Vision 2040 development targets, especially as communities and ecosystems face increasing climate-related pressures.

“Today’s travellers from the USA want to know how their spending benefits host communities and protects nature. Uganda’s tourism model allows them to see that connection clearly,” Nyende stressed.

From the diplomatic front, Benon Kayemba, Minister Counsellor for Economic and Commercial Diplomacy at Uganda’s Embassy in Washington, D.C., emphasised that sustained destination marketing is essential in a highly competitive global tourism market.

“Travel is one of the largest U.S. services exports and drives significant global tourism flows. Consistent, positive messaging about Destination Uganda and its diverse products is vital to sustaining demand. Every citizen, whether at home or abroad, has a role to play in telling Uganda’s story,” Kayemba said.

Visitors to the stand, he added, were impressed to learn that Uganda offers almost everything Africa is known for - and more -  within one compact and accessible destination, from gorilla trekking and birding to cultural tourism and adventure experiences.

Several American visitors shared testimonials that reinforced Uganda’s appeal as a repeat-visit destination. One birder, who tracked mountain gorillas in Bwindi Impenetrable Forest during a birding expedition, said the experience exceeded expectations.

“The gorillas were a bonus for me. My main interest was Uganda’s incredible birdlife - more than 1,000 species across the country.  Seeing the Equator at Kayabwe was thrilling. I hope to return specifically to explore the mountain birds,” said birder Mike Bergin.

Another visitor, Gina Norgard, has become a repeat tourist and later established a non-governmental organisation to support communities living near gorilla habitats in the Virunga ranges.

“Visiting communities around Bwindi opened my eyes to how necessities we take for granted can be scarce. That experience inspired me to mobilise resources back home to help improve the lives of host communities that coexist with wildlife,” Norgard said.

As Uganda intensifies its presence in the U.S. market, tourism officials believe such stories - of conservation, community benefit and authentic experiences - will continue to differentiate the country in a crowded global travel marketplace, translating awards and exposure into long-term tourism revenue and investment.