Ugandan tour operators eye Russian market

MOSCOW – Twenty-seven Ugandan tour operators are currently in Moscow, seeking to tap into Russia’s US$ 40 billion tourism market amid Western sanctions and the ongoing Middle East crisis.

Tour operators are attending the 32nd edition of the Moscow International Travel & Tourism Exhibition, which runs from March 11-13 at Crocus Expo in Moscow.

The exhibition attracts thousands of visitors from Russia and elsewhere in the world.

Herman Olimi, a marketing specialist at the Uganda Tourism Board, told New Vision in an interview at the expo that, looking at the ongoing geopolitics where Russia is facing Western sanctions and the ongoing crisis in the Middle East, which has been their destination, this is an opportune time to market Uganda as a destination.

Uganda Exhibitors preparing at the Uganda Exhibition stall head of the official opening tomorrow of the Moscow International Travel and Tourism expo in Moscow, on March 8 2026.

Olimi said some Uganda tour companies that have already confirmed trips are attending the exhibition in part to collect payments, as international transfers are difficult due to sanctions.

Joseph Aliganyira of Mkuba Five Safaris said breaking into the Russian market is his ultimate goal.

“Being a new market, I see great potential in this country, which is why I had to come and just tap into the market,” Aliganyira said as he prepared to set up his exhibition materials.
Johnnie Kamugisha of Johnnie Uganda Safaris is optimistic that, through business-to-business meetings, he will be able to close some deals.

“From the stories I have heard, Russia is a good market. My expectations are quite high. Everyone is saying Russia is a good market, and people are ready to travel,” Kamugisha said.

“It is always good to go to new markets, so that you are able to get different people,” he added.

Gideon Rutazindwa, Deputy Head of Mission, Uganda Ambassador to Russia speaking during the preparation meeting with Uganda Tour and Travel Operators exhibiting in the Moscow International Travel and Tourism expo in Moscow. This happened at the Uganda Embassy in Moscow, on March 8 2026.

Uganda’s Ambassador to Russia, Moses Kizige, said the country is embarking on aggressive marketing as a tourist destination, given the challenges Russia is facing in America and Europe, and the harsh weather it faces.

“We need to take advantage of the situation here because Russians have very hostile weather, so when it is time for holiday, they really go on holiday,” Kizige said.

He said that although currently Tanzania is the top destination of Russian tourists in East Africa, Uganda is also making positive strides. He noted that, going by visa issuance, over 400 Russians get Ugandan visas per month.

Kizige said through other Russian exhibitions, like the Ural Mountain Regional Tourism Expo scheduled for next month, Uganda will continue to be marketed as the ‘Pearl of Africa’. He noted that last November, Russian social media influencers visited Ugandan tourist sites with the view of promoting them back in Russia.

Among the key issues to be promoted in the Russian market are sports tourism, coffee tourism, and cultural tourism, on top of the traditional tourism attractions like the mountain gorillas.