Uganda woos Ethiopian tourists and investors through landmark familiarisation tour

June 2, 2026 in Travel & Tourism by Editor

On top of the Murchison: Ethiopian delegates get an up-close view of the Victoria Nile before its makes a dramatic 141ft drop through a 23ft wide gap in the Murchison Falls National Park

A 10-day familiarisation tour organised by Uganda’s Embassy in Addis Ababa has showcased the country’s tourism, conservation and investment opportunities to Ethiopian media personalities, tour operators and prospective investors, strengthening bilateral ties and positioning tourism as a catalyst for regional economic integration.

The Embassy of Uganda in Addis Ababa has concluded a landmark 10-day familiarisation tour that brought Ethiopian media influencers, tour operators, travel professionals, content creators and prospective investors to Uganda, in a move aimed at deepening tourism, trade and people-to-people ties between the two countries.

The tour, which ran from May 23 to June 2, followed the delegation’s participation in the Pearl of Africa Tourism Expo (POATE) 2026 and forms part of Uganda’s broader Economic and Commercial Diplomacy strategy to market the country as a leading tourism, investment and cultural destination.

Officials say the initiative supports the government’s Tenfold Growth Strategy, which identifies tourism as a key driver of economic transformation, job creation, regional integration and foreign exchange earnings.

Speaking before the delegation departed Addis Ababa, Uganda’s Ambassador to Ethiopia, Rebecca Otengo Amuge, described the programme as a practical demonstration of diplomacy driven by shared experiences and economic opportunity.

“This journey is more than a tourism circuit; it is a bridge of visibility, trust, investment opportunity and African storytelling,” Amuge said.

“Through this experience, we want our Ethiopian brothers and sisters to encounter Uganda beyond brochures, to engage directly with our wildlife heritage, hospitality, business potential, culture, conservation efforts and the warmth of our people.”

During the visit, the delegation explored some of Uganda’s most celebrated tourism attractions, including the Kasubi Tombs, Namugongo Martyrs Shrine, the Source of the Nile, Ziwa Rhino Sanctuary, Murchison Falls National Park, Kibale National Park, Bwindi Impenetrable National Park, Africa Coffee Park in Ntungamo and Lake Mburo National Park.

The visitors participated in activities such as mountain gorilla trekking, chimpanzee tracking, rhino tracking, coffee tourism experiences and community-based tourism programmes, providing firsthand exposure to Uganda’s tourism and conservation model.

Beyond tourism promotion, the mission also sought to strengthen commercial ties between Uganda and Ethiopia by exposing participants to opportunities in hospitality, aviation, destination marketing, coffee value addition and tourism investment.

Michael Wamai, Counsellor and Economic and Commercial Diplomacy Officer at the Uganda Embassy in Addis Ababa, said the initiative was designed to position Uganda as both a tourism destination and a gateway for investment opportunities.

“Our objective was not simply to market destinations. We sought to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences,” Wamai said.

“The interactions, partnerships and visibility generated during this mission demonstrate the growing potential of tourism diplomacy as a catalyst for deeper economic cooperation.”

Members of the Ethiopian delegation said the experience had transformed their perception of Uganda and opened new possibilities for tourism and business collaboration.

Henok Tsegaye of Hibir Ethiopia Tours said the journey evolved into something far more meaningful than a conventional tourism experience.

“We leave Uganda carrying far more than photographs and souvenirs. We carry friendships, memories and a deeper understanding of this beautiful country,” he said.

Ethiopian entrepreneur and tourism advocate Ashu Z-Arada said the trip revealed a side of Uganda that many Ethiopians know little about.

“I arrived in Uganda knowing very little about the country. I leave inspired by its natural beauty, conservation achievements, investment opportunities and the extraordinary hospitality of its people,” he said.

“From the mighty Nile and Murchison Falls to mountain gorillas, chimpanzees, coffee experiences and vibrant cultural heritage, Uganda truly lives up to its reputation as the Pearl of Africa.”

Officials said several participants expressed interest in returning to Uganda for tourism and investment opportunities, while committing to promote the country within Ethiopia and other markets.