In a strategic push to position Uganda as a premier destination for American travelers, the Ugandan Embassy in Washington, D.C. welcomed a delegation of six prominent U.S.-based tour agents for an immersive, week-long familiarisation tour across Uganda.

The initiative was led by Uganda’s Ambassador to the United States, Robinah Kakonge, and began with a networking dinner attended by the delegation and key stakeholders in Uganda’s tourism sector. The visit forms part of a broader plan to attract tourism and investment by engaging directly with key players in the U.S. travel industry.

“This moment represents more than hospitality, it’s a bridge to economic and cultural partnerships that can reshape opportunities for Ugandans across several sectors. We are ready to showcase Uganda’s vibrancy, potential, and talent.” said Kakonge.

Backed by Uganda’s Economic and Commercial Development (ECD) Fund, the embassy’s tourism initiative aligns with wider efforts to use diplomatic missions as proactive drivers of trade, tourism, and investment. The visiting agents, all influential women in the U.S. travel and tourism space, represent a critical channel to boost visibility for Uganda’s luxury safaris, cultural heritage, and community-based tourism experiences.

“Uganda’s global visibility in the tourism space has long suffered from limited marketing resources and narrow access to premium tourism networks,” said Julie Kaggwa, CEO of the Uganda Tourism Board. “This initiative seeks to break that cycle by bringing the buyers here, letting them experience the product directly.”

The group’s itinerary includes visits to national parks, heritage sites, innovation hubs, and conservation areas. A mix of adventure, community engagement, and cultural exposure is designed to position Uganda as a model for ecotourism and sustainable development.

The American tour agents have emphasized that their visit is not simply about viewing attractions but about establishing long-term connections. “This trip is not just about scenery; it’s about forming relationships and creating business pipelines,” said one of the visiting agents. “Many Americans are seeking authentic, meaningful travel. Uganda has what they’re looking for, they just need to hear about it.”

Local tourism entrepreneurs and private sector actors are working in tandem with the embassy to ensure the visit lays the groundwork for enduring collaboration and increased visibility in the U.S. market.

Tourism remains one of Uganda’s leading foreign exchange earners, accounting for around 7.7% of GDP and employing over 667,000 people before the COVID-19 pandemic. While the sector is recovering, the need to diversify source markets has gained urgency.

“But the American market, especially for premium, experience-based travel, is growing fast, and we need to be proactive about it,” said Vivian Lyazi, Commissioner for Tourism Development at Uganda’s Ministry of Tourism.

Although the U.S. ranks among Uganda’s top five non-African sources of tourists, its potential remains largely underexploited due to limited promotion and air access. Familiarization tours like this are seen as vital to nurturing a network of tourism ambassadors who can market Uganda effectively to American travelers.

The embassy’s initiative reflects Uganda’s evolving diplomatic strategy, where missions function as engines for commercial opportunity across sectors. “The embassy in Washington is repositioning itself as a node for commercial outreach,” Ambassador Kakonge noted. “And tourism is a natural entry point; it’s emotional, visible, and has the power to pull in investments across other sectors.”

Beyond economic benefits, the visit also seeks to deepen cultural ties between Uganda and the U.S. The delegation will experience Ugandan cuisine, music, crafts, and heritage sites, helping build understanding and appreciation of the country’s identity abroad.

As Uganda prepares to host more global visitors and investors, tourism is expected to remain both a driver and a symbol of national advancement. The embassy’s efforts highlight how coordinated diplomacy, supported by local collaboration and a focused strategy, can unlock new avenues for growth and partnership.