Uganda takes tourism roadshow to BENELUX ahead of ITB Berlin

The Uganda Tourism Board (UTB), in collaboration with the Ministry of Foreign Affairs through Uganda’s European Union Mission, is participating in a series of tourism roadshows across Belgium, the Netherlands and Luxembourg, collectively known as BENELUX. The engagements form part of Uganda’s economic and commercial diplomacy agenda.

According to Simplicious Gessa, head of public relations at UTB, the engagements are strategically designed to position Uganda as a competitive and sustainable tourism destination while strengthening investment linkages between Uganda and key European source markets.

"The Ugandan delegation, alongside their private sector players have demonstrated a strong public-private partnership approach to destination promotion and building strategic business relationships that are expected to translate into increased visitor inflows and enhanced market access across the tourism value chain," Gessa remarked.

He further noted that the roadshow in BENELUX markets is timely and strategic, "considering the region’s strong outbound travel culture and growing demand for authentic, nature-based and sustainable travel experiences."

Mirjam Blaak Sow (right), the ambassador of Uganda to BENELUX countries, together with Juliana Kagwa, the UTB chief executive officer, during one of the roadshows in BENELUX countries. (Courtesy Photos)

Dorcas Namajja, a senior marketing executive at UTB, said the roadshows are structured market development interventions aimed at deepening partnerships, expanding Uganda’s tourism footprint in Europe and accelerating the sector’s contribution to national development.

The Ugandan team also strengthened networking efforts during an evening engagement at Publiek Authentiek in Ghent, Belgium, among other cities in the BENELUX region.
The roadshows in BENELUX precede the ITB (Internationale Tourismus-Börse) Berlin, known as the world's leading travel trade show, which will take place from March 3 to 5 at Messe Berlin in Germany.

During the roadshow earlier this week, Juliana Kagwa, the UTB chief executive officer, delivered a presentation on destination Uganda and the need to explore the Pearl of Africa.

According to Kagwa, tourism remains central to Uganda’s economic and commercial diplomacy, contributing significantly to foreign exchange earnings, employment generation, youth and women empowerment, and inclusive growth.

Ambassador Mirjam Blaak Sow who represents Uganda in Belgium, Netherlands, Luxembourg and the European Union, speaking during the tourism roadshow.

"By leveraging diplomatic platforms and coordinated destination marketing efforts, UTB and its partners are advancing Uganda’s visibility in priority markets while ensuring that private sector operators secure tangible commercial outcomes," Kagwa remarked.

The Ugandan delegation also gained valuable insights into the BENELUX market through a presentation by tourism consultants THX Agency, which highlighted key demographic, cultural and behavioural distinctions between the Belgian and Luxembourg markets.

"Belgian buyers (tourism operators) demonstrate strong brand loyalty, long-term partnership orientation and are naturally curious travellers seeking immersive and authentic experiences," the THX agency representatives remarked.

They also noted that tourists from BENELUX countries have an adventurous culinary palate, making them receptive to diverse food experiences as part of their travel.

Uganda's Ambassador to BENELUX, Mirjam Blaak Sow, underscored the importance of tourism roadshows, stating that they provide a platform reflecting a shared commitment to strengthening visitor inflow to Uganda for sustainable tourism, investment and cultural immersion.

One-on-one engagements during the roadshow in the BENELUX countries. (Courtesy Photo)

"We look forward to deepening collaboration and building lasting connections that will further position destination Uganda as a competitive and sustainable choice for European travellers," Blaak expressed.

She added that the engagements across the three countries provided a strategic platform to showcase Uganda’s exceptional ecological assets, from mountain gorillas to diverse protected landscapes, positioning conservation as a viable pillar within Uganda's economic and commercial diplomacy framework.

The engagements were regarded as instrumental not only in expanding Uganda’s tourism footprint in Europe but also in reinforcing a shared commitment to conservation and the sustainable management of natural heritage.

The Ugandan Embassy in Brussels concluded each evening with authentic Ugandan cuisine, offering guests a true taste of the Pearl of Africa and bringing the destination to life through flavour, culture and hospitality.

Through such engagements, Uganda continues to position itself as a competitive, sustainable and experience-rich destination within the European market, strengthening partnerships that will drive inclusive tourism growth and long-term conservation impact.