Destination Uganda has won the prestigious “Best in Show – Africa” award for its immersive and experiential showcase at the Travel & Adventure Show in the United States, reaffirming the country’s growing appeal in the North American tourism market.
The achievement was the result of a coordinated effort led by the Uganda Tourism Board (UTB), working in collaboration with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda to the United Nations in New York, and Uganda’s private sector tourism stakeholders.
Uganda’s participation strategically positioned the country as “The Pearl of Africa” through engaging, interactive experiences that drew high visitor traffic to the Uganda stand. These included tastings of Uganda’s premium coffee and Uganda Waragi, virtual reality experiences showcasing the country’s landscapes and wildlife, and compelling gorilla tourism activations that captivated consumers, travel advisors, and media representatives.
The activations provided first-hand exposure to Uganda’s diverse adventure, nature, and cultural tourism offerings, significantly enhancing destination visibility and brand appeal.
The Travel & Adventure Show is North America’s largest consumer travel exhibition, attracting over 150,000 visitors annually and operating on a Business-to-Consumer (B2C) model. Uganda’s participation in the Washington, D.C. and New York editions enabled direct engagement with travellers and the travel trade, generating quality leads and strengthening tourism business linkages within the U.S. market.
Three Ugandan private tour operators—Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges—participated in the exhibitions. The firms engaged with the Africa Tourism Association, overseas travel agents, and U.S.-based travel advisors, strengthening strategic partnerships and positioning Uganda as a “must-include” destination in international travel packages.
Uganda is set to further expand its footprint in the U.S. market by exhibiting at the South Florida Travel & Adventure Show from February 28 to March 1, 2026, and the Los Angeles edition from March 7 to 8, 2026. In addition, Uganda’s Mission in Washington, D.C. will host a Uganda Cultural Show, B2B engagement, and Tourism Investment Meeting in Los Angeles on March 6, 2026.
The United States remains one of Uganda’s key source markets, with Vision 2040 targeting more than 200,000 American visitors annually. Strategic participation in high-impact platforms such as the Travel & Adventure Show continues to drive tourism demand, increase brand visibility, and strengthen Destination Uganda’s presence in North America.
