Uganda has launched a high-level tourism push into the Canadian market, hosting a delegation of top travel executives in a strategic effort to position the country as a premier long-haul destination.

The Familiarisation Trip, running from April 9 to 18, 2026, is being spearheaded by the Uganda High Commission in Ottawa in collaboration with the Ministry of Foreign Affairs, Ministry of Tourism, Wildlife and Antiquities, the Uganda Tourism Board, and private sector players.

A delegation of 14 senior executives from leading Canadian tourism firms arrived at Entebbe International Airport on April 8, marking the start of the high-profile visit. They were received by Uganda’s High Commissioner to Canada, Allan Kajik, alongside senior government officials including Mr. Jimmy Kigozi of MTWA.

Speaking at the reception, Kajik underscored the strategic intent behind the initiative—boosting Uganda’s visibility and competitiveness in Canada by offering decision-makers direct, immersive exposure to the country’s tourism assets.

“This is about converting interest into bookings,” he noted, emphasizing Uganda’s unique appeal across wildlife, culture, and adventure tourism—key segments that strongly resonate with Canadian travelers.

The itinerary includes visits to some of Uganda’s flagship attractions, including Bwindi Impenetrable National Park, Queen Elizabeth National Park, and the Source of the Nile, with a deliberate focus on conservation and community-based tourism experiences.

Ms. Agnes Birungi, Head of Economic and Commercial Diplomacy at the High Commission, described Uganda as “a veritable gem” for immersive travel, pointing to growing demand among Canadians for authentic, nature-rich experiences.

Beyond sightseeing, the delegation will participate in targeted B2B engagements with Ugandan tour operators and policymakers, aimed at building long-term partnerships and developing tailor-made travel packages for the Canadian market.

Ms. Margaret Kafeero, Head of Public Diplomacy at the Ministry of Foreign Affairs, expressed confidence that the visit will catalyze sustained sector growth and deepen commercial linkages.

The push comes amid a steady rise in Canadian tourist arrivals, which grew by 28% from 7,542 in 2022 to 9,688 in 2024. Uganda is now targeting more than 20,000 Canadian visitors annually by 2028.

According to Kigozi, Canada remains a high-value source market, with travelers known for longer stays and premium spending—making them critical to Uganda’s tourism revenue strategy.

With global competition intensifying, officials say the Familiarisation Trip is designed to sharpen Uganda’s destination branding in Canada and across North America—turning awareness into sustained tourism inflows.