Uganda Targets Ethiopian Market as Tourism Delegation Showcases Destination Uganda

Uganda is showcasing its tourism attractions and investment opportunities at the ongoing Oromia Tourism Week (OTW) 2026 in Addis Ababa, Ethiopia, as the country seeks to strengthen tourism ties and tap into the Ethiopian market.

A delegation of Ugandan tour operators, led by former Uganda Tourism Board Chief Executive Officer and Presidential Advisor for Tourism Lilly Ajarova, joined the Embassy of Uganda in Addis Ababa to promote Destination Uganda at the event, running from September 29 to October 1 at the Ethiopian Skylight Hotel.

Ms Lilly Ajarova (L) presents members of the Oromia Tourism Commission with a copy of her book Echoes of the Mountains of the Moon

Held under the theme “Digital Innovation for Inclusive Tourism,” OTW is organised by the Oromia Tourism Commission under the Visit Oromia brand. The event brings together tourism stakeholders, investors, businesses and visitors to showcase destinations, culture and investment opportunities while promoting sustainable tourism.

At Uganda’s exhibition stall, Isa Kato, Vice President of the Uganda Tourism Association and Managing Director of Pristine Tours Ltd, described OTW as an important regional platform bringing together international travel professionals, government officials and investors.

He said Uganda’s participation provides an opportunity to showcase the country, develop cross-border tourism partnerships and promote Ugandan value-added products across the wider Horn of Africa market.

Ethiopian Tour Operator engages with Ms Ajarova and Margaret Kafeero on areas of strategic cooperation in Tourism between Ethiopia and Uganda

Uganda has also placed digital technology at the centre of its promotion, with the delegation using a virtual reality (VR) set to give visitors an immersive experience of the country’s tourism offering.

Mr Isaac Mulindwa, CEO of VAMOS – Africa Luxury Tours, said digital immersion can influence travellers’ decisions by allowing potential visitors to experience destinations virtually before making travel choices. He also noted that OTW creates opportunities for investment and people-to-people connections.

Representing the Ugandan Embassy, Minister-Counsellor Ms Margaret Kafeero described the participation of the Uganda Tourism Association as an important opportunity to market Uganda in Ethiopia, which she characterised as a key and largely untapped market.

A visitor at the Uganda Stall tests the VR handset. Looking on is Ms Lilly Ajarova as Mr Isaac Mulindwa (2nd R) engages another visitor to the stall

She highlighted Ethiopia’s projected 2026 population of 138.9 million, describing the country’s large population as a significant potential market for Uganda’s tourism sector.

Uganda’s participation at OTW 2026 reflects efforts to deepen regional tourism cooperation, embrace digital innovation and attract more visitors from Ethiopia and the wider region.