Uganda has concluded a ten-day tourism familiarization trip for a high-profile Ethiopian delegation, in a move aimed at deepening tourism, investment and cultural ties between the two East African nations.
The initiative, organized by the Uganda Embassy in Addis Ababa under the country’s Economic and Commercial Diplomacy framework, brought together Ethiopian media influencers, tour operators, travel professionals, content creators and prospective investors.
The delegation toured Uganda from May 23 to June 2 following their participation in the Pearl of Africa Tourism Expo (POATE) 2026.
Officials said the mission forms part of Uganda’s broader efforts to market itself as a leading tourism and investment destination on the continent while supporting the government’s ambitious economic transformation agenda.
Speaking before the delegation’s departure from Addis Ababa, Uganda’s Ambassador to Ethiopia, H.E. Rebecca Otengo Amuge, described the trip as a strategic platform for strengthening African partnerships through tourism.
She said the initiative was designed to create lasting connections capable of unlocking trade, investment, cultural exchange and regional integration.
According to the ambassador, Uganda and Ethiopia share longstanding historical ties, and tourism remains one of the most effective tools for fostering stronger people-to-people relations and promoting intra-African travel.
“This journey is more than a tourism circuit. It is a bridge of visibility, trust, investment opportunity and African storytelling,” she said, adding that Uganda wanted visitors to experience firsthand its wildlife, culture, hospitality and economic opportunities.
During the ten-day expedition, the Ethiopian visitors explored some of Uganda’s most celebrated tourism attractions and conservation sites.
Their itinerary included visits to the Kasubi Tombs, Namugongo Martyrs Shrine, the Source of the Nile in Jinja, Ziwa Rhino Sanctuary, Murchison Falls National Park, Kibale National Park, Bwindi Impenetrable National Park, Africa Coffee Park in Ntungamo and Lake Mburo National Park.
The visitors participated in a range of immersive experiences including rhino tracking, chimpanzee tracking, mountain gorilla trekking, community tourism activities and coffee tourism experiences.
They also gained insights into Uganda’s conservation initiatives and sustainable tourism practices that have earned the country global recognition.
Beyond showcasing tourism attractions, the familiarization trip also served as a platform for promoting economic cooperation between Uganda and Ethiopia.
Discussions focused on opportunities in tourism investment, aviation, hospitality development, destination marketing, coffee value addition and private sector collaboration.
The delegation was also introduced to Uganda’s conservation and sustainability agenda, learning how tourism revenues contribute to wildlife protection, environmental conservation and community livelihoods.
Mr. Michael Wamai, Counsellor and Economic and Commercial Diplomacy Officer at the Uganda Embassy in Addis Ababa, described the mission as one of Uganda’s most significant regional tourism promotion initiatives in recent years.
“Our objective was not simply to market destinations. We sought to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences,” Wamai said.
He noted that the partnerships and visibility generated through the initiative demonstrate the growing importance of tourism diplomacy as a tool for strengthening economic cooperation across Africa.
Members of the Ethiopian delegation praised the experience, saying it had transformed their perception of Uganda and strengthened relations between the two countries.
Mr. Henok Tsegaye of Hibir Ethiopia Tours described the visit as a journey that evolved beyond tourism into meaningful friendships and deeper understanding.
“What began as a gathering of Ethiopians and Ugandans brought together by circumstance slowly evolved into something far more meaningful. We leave Uganda carrying far more than photographs and souvenirs. We carry friendships, memories and a deeper understanding of this beautiful country,” he said.
Ethiopian entrepreneur and tourism advocate Ashu Z-Arada said the trip had been life-changing, revealing Uganda’s vast tourism and investment potential.
He cited attractions such as the River Nile, Murchison Falls, mountain gorillas, chimpanzees and coffee tourism experiences as highlights of the visit, while praising the hospitality of Ugandans.
As the delegation departed, participants expressed interest in returning for future tourism, business and investment opportunities.
Many pledged to promote Uganda’s tourism offerings within Ethiopia and other markets, a development officials say could help increase visitor arrivals, strengthen bilateral relations and advance regional integration efforts across Africa.
The successful conclusion of the Ethiopia-Uganda Familiarization Trip marks another milestone in the two countries’ growing partnership and highlights the increasing role of tourism diplomacy in driving economic cooperation, cultural exchange and African connectivity.
