Uganda taps into Türkiye investment, tourism market

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A high-level delegation of leading digital influencers and tour operators jetted into the country on July 6, 2025, for a 10-day familiarisation trip around Uganda.

The team of nine media personnel and tour operators from the republic of Türkiye, will spend 10 days immersed in the beauty of Uganda, on a trip sponsored by the embassy of Uganda in Türkiye. They are expected to visit Murchison Falls national park, plus the surrounding communities, Queen Elizabeth national park for all the amazing experiences with the flora, fauna and boat cruise before heading out for the country's most premium tourism product- tracking the mountain gorillas.

Led by Uganda ambassador to Turkey Nusura Tiperu, the team was welcomed by senior presidential advisor on tourism Lilly Ajarova, UTB marketing manager Francis Nyende and Mehmet Fatih, the ambassador of Türkiye in Uganda. According to Tiperu, the visiting team comprises individuals whose voices, images, and stories reach and influence millions of people not only in Türkiye but across the globe.

"They are photographers, videographers, bloggers and social media personalities who have travelled far and wide. Today, they begin a new chapter in their journeys- one that will be written in the language of Uganda’s beauty, culture, and warmth," she said.

"This Familiarisation trip is not simply a tour; it is an invitation to experience Uganda as our people live it— rich in nature, alive with culture and filled with opportunity. It is a demonstration of the friendship between Uganda and Türkiye, and of the boundless potential we can unlock together," Tiperu added.

Nyende underscored the importance of tapping into the Turkish market, a country with over 85 million people.

"In 2023, Uganda received 1,428 tourists from Türkiye and 1,419 in 2024. This implies the republic of Türkiye remains among the top 10 potential overseas tourism markets for Uganda," Nyende said.

He further noted that UTB recently launched a national destination marketing strategy which provides for digital marketing and social media influencers, as strong tools for promotion and marketing Uganda a desired tourism destination.

Hüseyin Kurt, on behalf of the visiting delegation, appreciated the opportunity to witness Uganda.

"It has been my dream since I was nine years old, to visit the gorillas. Through this trip, this dream is going to come true. And in return, we promise to paint Uganda with the bright colours that its beauty deserves," he pledged.

Fatih said Uganda's beauty and endowments are unmatched.

"However, according to statistics, Uganda hosted less than 1.5 million tourists last year, which does not reflect the potential that this country has," the ambassador added. He revealed that on the other hand, Türkiye hosted 61 million tourists last year alone, generating $62b.

"As the Turkish embassy in Kampala, we are doing our best to assist ambassador Tiperu, who is also working tirelessly to attract tourists and investors from Türkiye," ambassador Fatih pledged. He advised the Ugandan officials to intensify branding and marketing of the country plus all its tourism potential. "Uganda also needs to develop its infrastructure, such as the transport network, as well as build the capacity in the hospitality sector, especially among hotel workers," he added.

Ajarova, currently the senior presidential advisor on tourism, said the familiarisation trip is more than a travel itinerary, but rather, a bridge between cultures, a catalyst for tourism diplomacy, and a bold step towards unlocking new markets for destination Uganda. "Your presence here as Türkiye’s top digital influencers is a testament to the changing landscape of global travel and the immense role that digital storytellers like you play in shaping perceptions, inspiring wanderlust, and building bridges between peoples and nations," she remarked.

Ajarova noted that as Uganda pursues new source markets, Türkiye, with its dynamic population, cultural appreciation, and growing outbound tourism, presents a significant opportunity. She lauded ambassador Tiperu for making deliberate efforts towards opening investment and tourism opportunities in the republic of Türkiye.

Last month (June), UTB together with the Ugandan Embassy in Türkiye, Travel trade, Uganda Investment Authority, Ministry of Foreign Affairs and Uganda National Bureau of Standards, conducted 'Explorer Uganda' road shows in 6 Turkish cities of Mersin, Ankara, Konya, Bursa, Izmir and Istanbul where they met with over 300 Turkish Travel trade, media and potential investors.

The government of Uganda set aside a budget for all its embassies and foreign Missions to market the country for investment opportunities and also as a viable tourism destination. "Traditionally, Embassies were expected to be working at the Mission, doing consular services among others, but now, the focus has changed. We are no longer the cocktail diplomats. We preach the Ugandan message out there and ensure that tangible results are realised," Tiperu explained.