Uganda is stepping up efforts to attract more British tourists following a destination marketing roadshow that brought together travel trade representatives and Ugandan tour operators in Glasgow, Scotland.
The Uganda Tourism Board (UTB), in collaboration with the Uganda High Commission in London, launched a week-long roadshow across Glasgow, Manchester and Birmingham ahead of the World Travel Market (WTM) 2026, as the country seeks to strengthen its visibility in the United Kingdom’s travel market.
The Glasgow leg attracted 23 travel trade representatives from Glasgow and Edinburgh alongside 12 Ugandan tour operators for a five-hour engagement showcasing the country’s tourism attractions, cultural experiences and conservation initiatives.
The event featured a destination presentation by Dorcas Namajja, a Senior Marketing Officer at UTB, who highlighted Uganda’s diverse tourism offerings, sustainability initiatives and conservation efforts.
The programme also incorporated discussions around the Africa Cup of Nations (AFCON), a tasting experience featuring Uganda Waragi, more than 60 business-to-business (B2B) meetings and raffle draws aimed at encouraging engagement between international travel agents and Ugandan tourism businesses.
The response from the Scottish travel trade pointed to growing interest in Uganda as a potential holiday destination, with some participants expressing intentions to visit the country following the presentation.
One travel agent, who said Uganda had not previously been on their travel plans, expressed excitement about visiting the country next year.
“I had never thought about Uganda. After tonight, I’m coming to Uganda next year!” the agent said.
Allan Water Travel also indicated potential business for Uganda, with a representative revealing plans for a group visit following the engagement.
“From this presentation, my group of eight is coming to Uganda!” the representative said.
The commitments highlight the potential of direct engagement with international travel professionals to introduce Uganda to new audiences and translate destination awareness into tourist arrivals.
Uganda, marketed internationally as the Pearl of Africa, offers a range of tourism experiences, including wildlife encounters, gorilla trekking, birdwatching, cultural heritage and adventure tourism.
Through engagements with overseas travel agents and tour operators, the country aims to build partnerships that can help package and sell these experiences to international visitors.
The roadshow is expected to continue in Manchester and Birmingham, extending Uganda’s destination marketing efforts to other major UK cities before the country’s participation in WTM 2026.
The World Travel Market is a major international travel industry gathering that provides tourism destinations and businesses with opportunities to connect with travel professionals, establish commercial partnerships and promote their offerings to global markets.
For Uganda, the roadshow provides an opportunity to strengthen relationships with UK travel trade players and position the country as a destination offering distinctive natural, wildlife and cultural experiences.
