Destination Uganda clinches “Best in Show – Africa” at New York Travel & Adventure Show

January 26, 2026 in Travel & Tourism by Editor

Destination Uganda has been awarded “Best in Show – Africa” at the 2026 Travel & Adventure Show in New York, after an immersive showcase that highlighted the country’s wildlife, culture and adventure tourism offerings to North American travellers.

Destination Uganda has been named “Best in Show – Africa” at the 2026 Travel & Adventure Show in New York, marking a significant milestone in the country’s efforts to deepen its footprint in the lucrative North American tourism market.

The award recognised Uganda’s immersive and experience-led presentation at the event, which is the largest consumer travel exhibition in North America. Uganda’s participation was coordinated by the Uganda Tourism Board (UTB) working alongside the Embassy of Uganda in Washington, DC, the Permanent Mission of Uganda in New York, and a cross-section of private sector tourism operators.

At the heart of Uganda’s showcase was a deliberate attempt to move beyond brochures and static displays, instead offering visitors a sensory introduction to the country’s tourism proposition. Attendees engaged with tastings of Uganda’s specialty coffee and Uganda Waragi, explored virtual reality depictions of the country’s landscapes and wildlife, and interacted with curated gorilla trekking experiences that drew sustained foot traffic to the stand.

According to UTB officials, the strategy was designed to reinforce Uganda’s positioning as “The Pearl of Africa” by allowing potential travellers to experience the destination before making purchasing decisions. The approach proved effective, attracting not only leisure travellers but also travel advisors, tour operators and media representatives seeking distinctive African travel products.

The Travel & Adventure Show operates on a business-to-consumer model and attracts more than 150,000 visitors annually across multiple U.S. cities. Uganda’s participation in both the Washington, DC and New York editions provided a rare opportunity to engage directly with American consumers while simultaneously strengthening relationships with the travel trade.

Private sector participation played a central role in converting interest into business leads. Ugandan tour operators Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges represented the destination on the ground, holding discussions with members of the Africa Tourism Association, overseas adventure travel agents and U.S.-based travel advisors. These engagements focused on integrating Uganda into broader African travel itineraries and positioning the country as a core, rather than optional, destination for adventure and cultural tourism.

Tourism officials say the interactions generated high-quality leads and opened pathways for longer-term commercial partnerships, particularly in experiential travel segments such as wildlife, adventure tourism and cultural immersion, where Uganda holds a comparative advantage.

Uganda’s success in New York comes as the country intensifies its tourism promotion in the United States, which remains one of its priority source markets under Vision 2040. The long-term strategy targets more than 200,000 American visitors annually, driven by higher-spending travellers and extended length of stay.

The recognition at the Travel & Adventure Show is also expected to reinforce brand visibility at a time when global competition for tourists is intensifying, especially among African destinations seeking to rebound fully from pandemic-era disruptions and adapt to changing traveller preferences.

Building on the momentum from New York, Uganda is scheduled to exhibit at upcoming Travel & Adventure Show editions in South Florida from February 28 to March 1, 2026, and in Los Angeles from March 7 to 8, 2026. In addition, Uganda’s Mission in Washington, DC will host a Uganda Cultural Show, business-to-business engagements and a tourism investment meeting in Los Angeles on March 6, aimed at deepening commercial ties and attracting investment into the tourism sector.

Tourism authorities view these platforms as complementary, allowing Uganda to promote leisure travel while also pitching opportunities in hospitality, conservation tourism and destination infrastructure to American investors.

As Uganda competes for attention in a crowded global tourism marketplace, the “Best in Show – Africa” accolade in New York is being framed as validation of a more experiential, market-driven approach to destination marketing. More critically, it underscores the growing alignment between government agencies and private operators in presenting a unified national tourism brand to international audiences.

For Destination Uganda, the challenge now shifts from visibility to conversion—turning heightened interest in North America into sustained visitor growth and measurable economic impact across the tourism value chain.