Uganda and Ethiopia are looking to deepen tourism diplomacy, commercial partnerships and people-to-people connections following a 10-day familiarisation tour by an Ethiopian delegation that explored some of Uganda’s leading tourism, conservation and cultural attractions. The eight-member delegation, comprising media influencers, tour operators, travel professionals, content creators and prospective investors, visited Uganda from May 23 to June 2 after participating in the Pearl of Africa Tourism Expo (POATE) 2026.
Uganda’s Ambassador to Ethiopia Rebecca Amuge Otengo described the visit as a practical demonstration of diplomacy anchored in experience-driven partnerships capable of unlocking trade, tourism, investment and cultural cooperation across the continent.
‘This journey is more than a tourism circuit; it is a bridge of visibility, trust, investment opportunity and African storytelling,’ Ambassador Amuge said in a statement issued by the Ministry of Foreign Affairs. She added: ‘Through this experience, we want our Ethiopian brothers and sisters to encounter Uganda beyond brochures and engage directly with our wildlife heritage, hospitality, business potential, culture, conservation efforts and people.’
During their stay, the delegation visited some of Uganda’s most iconic tourism, conservation and cultural sites, including the Kasubi Tombs, Namugongo Martyrs Shrine, the Source of the Nile in Jinja, Ziwa Rhino Sanctuary, Murchison Falls National Park, Kibale National Park, Bwindi Impenetrable National Park, Africa Coffee Park in Ntungamo District and Lake Mburo National Park. The visitors also participated in activities highlighting Uganda’s conservation and sustainability agenda, gaining firsthand insight into how tourism contributes to wildlife protection, environmental stewardship and community livelihoods.
Mr Michael Wamai, the counsellor and Economic and Commercial Diplomacy Officer at Uganda’s Embassy in Addis Ababa, described the mission as one of the most strategic regional tourism familiarisation initiatives undertaken by Uganda in recent years. He said the initiative was intended to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences. ‘The objective is to showcase Uganda’s unique strengths while creating long-term partnerships that can generate tourism arrivals, investment opportunities and stronger business linkages between our countries,’ Mr Wamai said.
Speaking on behalf of the delegation, Mr Henok Tsegaye described the experience as a transformative journey that exceeded expectations and strengthened ties between Uganda and Ethiopia. ‘The hospitality, natural beauty and investment opportunities we have seen have given us a new perspective about Uganda,’ he said. Ethiopian entrepreneur Ashu Z-Arada also praised the experience, describing it as life-changing and one that transformed his understanding of Uganda.