The Uganda High Commission in Pretoria has officially launched the Southern Africa Tourism Roadshow in Johannesburg, kicking off a week-long series of engagements aimed at strengthening tourism cooperation, trade partnerships, and regional market linkages.
The Roadshow brings together national tourism bodies, travel trade professionals, media, and private sector stakeholders for business-to-business workshops, product showcases, cultural exchanges, and networking sessions across six cities: Johannesburg, Durban, Cape Town, Gaborone, Windhoek, and Harare.
The initiative is designed to promote Uganda as a premier travel destination while fostering cross-regional tourism collaboration.
At the launch, Uganda’s High Commissioner to South Africa, Ambassador Paul Amoru, welcomed partners and highlighted Southern Africa as a rapidly growing source market for Ugandan tourism.
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“The region has demonstrated strong traveller interest, high spending patterns, and demand for premium wildlife, adventure, and multi-destination experiences,” he said.
“The Roadshow provides a practical platform to increase visitor flows, deepen commercial and cultural ties, and facilitate structured engagements between Uganda’s Destination Management Companies and the Southern Africa travel trade.”
Ambassador Amoru explained that the Roadshow will feature workshops, media engagements, and experiential showcases aimed at enhancing Uganda’s market visibility, strengthening destination knowledge, and supporting product development that meets regional traveller expectations.
He emphasized that Uganda’s presence across six cities reflects a long-term commitment to coordinated tourism marketing, enhanced connectivity, and mutually beneficial regional collaboration.
Speaking on behalf of South African Tourism, Ms Bontle Madiba praised the Uganda High Commission for its structured, trade-focused regional engagement.
“There is a growing importance of intra-Africa travel, and South African Tourism will support initiatives that promote collaboration rather than competition among African destinations,” she said.
She encouraged operators and tourism boards to develop multi-country itineraries, cross-regional packages, and joint marketing campaigns to showcase Africa’s diversity and collective strength.
The Roadshow is coordinated by Afrireps Consult, tasked with managing logistics and trade mobilisation for the event.
The agency reaffirmed its commitment to strengthening market access, building trade linkages, and amplifying Uganda’s visibility in the Southern Africa region.
The Johannesburg launch marks the start of a week of activities designed to drive tourism growth, expand Uganda’s market presence, and deepen regional cooperation.
The initiative is part of the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program, reflecting Uganda’s ongoing commitment to leveraging tourism as a driver of economic growth, employment, and regional partnerships.
