Uganda hosts a high-level networking event in Ghent, Belgium, promoting wildlife, adventure, and cultural tourism to European travel operators

Uganda has stepped up efforts to grow its share of the European travel market with a high-level networking event targeting tour operators and industry stakeholders across the BENELUX region.

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Held at Publiek Authentiek, the event brought together Ugandan tourism officials and Belgian buyers to showcase Uganda’s wildlife, adventure, and cultural tourism offerings.

The engagement is part of a broader Team Uganda campaign led by the Uganda Tourism Board (UTB) to strengthen trade partnerships, raise destination awareness, and attract higher-value European travellers.

UTB Chief Executive Juliana Kagwa presented Uganda as a unique, experience-rich destination, highlighting its biodiversity, scenic landscapes, cultural diversity, primate tracking experiences, and expanding eco-tourism initiatives.

She encouraged travellers to explore the “Pearl of Africa,” emphasizing immersive and sustainable tourism experiences aligned with global trends.

Ugandan tour operators held one-on-one meetings with Belgian travel planners, fostering partnerships expected to result in expanded itineraries and increased visibility for Uganda in the Belgian market.

Tourism consultants from THX Agency provided market intelligence, outlining demographic, cultural, and behavioural distinctions between Belgian and Luxembourg travellers. Key insights included Belgian travellers’ strong brand loyalty, preference for long-term partnerships, curiosity, and appetite for authentic, immersive experiences, including diverse culinary adventures.

The event concluded with a showcase of Ugandan cuisine prepared by the Embassy of the Republic of Uganda in Brussels, giving guests a cultural taste of the Pearl of Africa and reinforcing Uganda’s hospitality credentials.

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Officials noted that such engagements are crucial for positioning Uganda as a competitive and sustainable destination in Europe, deepening tourism partnerships, supporting conservation initiatives, and generating long-term economic benefits for local communities.