Uganda Targets BENELUX Markets in Major European Tourism Drive
BRUSSELS – Uganda has successfully concluded a series of tourism roadshows across Belgium, the Netherlands, and Luxembourg, marking a significant push to attract more European visitors to the “Pearl of Africa.”
The Ministry of Foreign Affairs, through Uganda’s Mission to the European Union, partnered with the Uganda Tourism Board (UTB) to host engagements throughout the BENELUX region as part of the country’s Economic and Commercial Diplomacy agenda. The initiative wrapped up with events in Utrecht, bringing together Ugandan tour operators and representatives from the Uganda Wildlife Authority in a coordinated public-private sector approach to destination marketing.
Her Excellency Amb. Mirjam Blaak Sow emphasized tourism’s critical role in Uganda’s economic future, stating that the sector remains “central to Uganda’s economic transformation agenda, contributing significantly to foreign exchange earnings, employment generation, youth and women empowerment, and inclusive growth across the country.”
The roadshows targeted the BENELUX region specifically due to its strong outbound travel culture and growing demand for authentic, nature-based, and sustainable travel experiences—offerings that align perfectly with Uganda’s tourism product. The engagements allowed Ugandan private sector operators to connect directly with buyers from Luxembourg, Belgium, and the Netherlands, building strategic business relationships expected to drive increased visitor arrivals.
Juliana Kagwa, Chief Executive Officer of UTB, explained that the targeted approach helps address specific market needs. “Participation in roadshows reflects our commitment to have Uganda compete at the highest level in international tourism markets while delivering real economic benefits for all Ugandans,” she added.
The BENELUX roadshows form part of a broader, sustained strategy to deepen Uganda’s presence in Europe and attract high-value visitors who will experience and champion the destination internationally. UTB views the European market—and the BENELUX region in particular—as a priority source market, given its alignment with Uganda’s strengths in adventure, nature, and cultural tourism.
By combining diplomacy with focused destination marketing, UTB and its partners are ensuring that private sector operators secure tangible commercial outcomes from each engagement, ultimately contributing to Uganda’s economic transformation through increased tourism revenues.
About Uganda Tourism Board
Uganda Tourism Board (UTB) is a statutory organization established in 1994. UTB is mandated to promote and market Uganda domestically, across the region and internationally, promote quality assurance in tourist facilities through training, grading and classification, promote tourism investment, and support and act as liaison for the private sector in tourism development.
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