Uganda has intensified its tourism marketing efforts in North America with the arrival of a high-level Canadian delegation for a 10-day familiarisation trip aimed at promoting the country as a top travel destination.
The delegation, comprising 14 senior executives from leading Canadian tour companies, media influencers, and travel agents, touched down at Entebbe International Airport on Wednesday morning, marking the start of the April 9–18 tour.
The initiative is being spearheaded by the Uganda High Commission in Ottawa in collaboration with the Ministry of Foreign Affairs, Ministry of Tourism, Wildlife and Antiquities, and the Uganda Tourism Board, alongside private sector players.
Uganda’s High Commissioner to Canada, Allan Kajik, who led the reception team, described the visit as a strategic move to boost Uganda’s competitiveness in the Canadian tourism market.
“This familiarisation trip is designed to give key tourism players first-hand experience of Uganda’s unique offerings, from wildlife and culture to nature and adventure,” Kajik said, emphasizing the importance of experiential marketing in influencing travel decisions.
The delegation will tour some of Uganda’s most iconic attractions, including Bwindi Impenetrable National Park, Queen Elizabeth National Park, and the Source of the Nile, with a focus on community-based tourism and conservation initiatives—key interests among Canadian travelers.
Ms. Agnes Birungi, Head of Economic and Commercial Diplomacy at the High Commission, highlighted Uganda’s appeal as a destination rich in natural beauty and cultural heritage, noting growing demand among Canadians for immersive and sustainable travel experiences.
The program also includes business-to-business (B2B) engagements between the visiting delegation and Ugandan tour operators, government officials, and industry stakeholders, aimed at developing tailored travel packages and strengthening commercial partnerships.
Ms. Margaret Kafeero, Head of Public Diplomacy at the Foreign Affairs Ministry, expressed optimism that the initiative would translate into increased tourist arrivals and long-term collaborations.
According to government data, tourist arrivals from Canada have grown steadily from 7,542 in 2022 to 9,688 in 2024, representing a 28 percent increase. Officials now aim to more than double that figure to over 20,000 visitors annually by 2028.
Mr. Jimmy Kigozi of the Tourism Ministry described Canada as a high-value source market, noting that Canadian tourists tend to prefer premium travel experiences and longer stays, contributing significantly to sector revenues.
Officials say the familiarisation trip is expected to enhance Uganda’s destination branding in Canada and across North America, while building confidence among tour operators to market the country more aggressively.
