Uganda to host African tourism expo to increase intertrade markets

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Uganda has signed a tourism and investment franchise that will bring African countries to create markets and share experiences amongst themselves, rather than seeking foreign markets outside Africa.

Under this franchise, "Utalii Africa and Investment Expo" Uganda will host African countries together with the diaspora counterparts to discuss and share best practices to promote tourism and investment opportunities will be held at Kololo Ceremonial ground next year in June.

The Executive Officer of Utalii Africa Tourism Expo, Francis Mugoga, said the expo is designed to position Africa as a unified, competitive and to offer attractive global tourism destination.

Mugoga said such a gathering has been lacking to unite African countries to do investment business with African countries and to showcase the continent's diverse investment opportunities.    

He said this expo is to bring in African countries as a pan- African platform to drive tourism, development, destination branding and investment promotions across the continent.

Mugoga made the remarks at the signing of a franchise tourism expo with Ahmed Elsaadany, Chief Executive Officer (CEO) of African Franchise Expo, at Emin Pasha I hotel in Kampala, December 22, 2025.

“We want to have an increase of Africans working together in tourism, coffee trade exports, which have Arabica coffee as its origin in the central region of Uganda, to host the African tourism expo to increase intertrade markets. We shall promote our tourism market and investments. Africa is the credal of the World, packed with all we need,” he explained.

He asserted, “The expo will bring in African governments, professionals, tourism authorities, private sector leaders, tour operators, development partners, large investors and small and medium enterprises (SMEs) to foster collaboration.

As the African Continent, we would like to strengthen tourism value chains for sustainable inclusive growth, he said.

He recommended this initiative as aligned with Africa’s broader development priorities, inter–African trade, Private sector-led growth, job creation, and objectives of the African Free Trade Area (AfCTA).

He said this gathering of investors will create franchise opportunities across all sectors of business.

He said Uganda are expected to benefit more through a comprehensive programme of exhibitions, high-level conferences, investment forums and structured business forums for engagements.

The Minister of Finance, Matia Kasaija, during the budget speech 2025/2026, Uganda’s tourism sector continues to shine as a key driver of economic growth, registering a 13.1% increase in earnings to sh5.8 trillion in the 12 months leading to March 2025, up from sh5.2 trillion last year.

Kasaija applauded tourism earnings, remittances from Ugandans in the diaspora and working abroad to have increased. In March 2025, remittances reached sh5.3 trillion, compared to sh5 trillion ($1.3 billion) in the same period in 2024.

“Tourism earnings are rising due to improved infrastructure, peace and security, and enhanced service delivery within the tourism and hospitality sectors,” Kasaija said. “We remain committed to positioning Uganda as a premier destination in Africa,” Kasaija added.

The Chief Executive Officer (CEO) of Franchise Expo Utalii Africa, Ahamed Elsaadany, said he was happy to have a partnership signed because it is what has been lacking to break barriers of African countries doing business with each other.

The Chief Executive Officer (CEO) of Franchise Expo Utalii Africa, Ahamed Elsaadany, and Francis Mugoga, Executive Officer of Utalii Africa Tourism and Investment Expo, display their agreement signed for the franchise to hold the African Tourism Expo at the Emin Pasha hotel in Kampala on December 22. (Photo by Wilfred Sanya)

Elsaadany said that people in tourism will have the opportunity to engage directly with players in similar fields, learning from each other and, where possible, forging partnerships.

He said the Dubai office will act as a gateway to Gulf-based investors, sovereign capital and global brands seeking expansion into the African markets, while the United States of America office will connect African opportunities to mature franchise systems.

“People in the diaspora will be supportive in capitalisation, international strategic partners, and collective networks to ensure year-round deal flow. The market intelligence, investor readiness and sustained post-Expo engagements amplify the long-term impact,” he asserted.