Uganda has launched the Southern Africa Tourism Roadshow in Johannesburg, opening a week of activities aimed at boosting tourism cooperation, trade partnerships, and regional market linkages across Southern Africa.
The Uganda High Commission in Pretoria announced the launch on December 3, 2025. The Roadshow brings together tourism bodies, travel professionals, media, and private sector players for workshops, product showcases, cultural exchanges, and networking across six cities. The delegation will visit Johannesburg, Durban, Cape Town, Gaborone, Windhoek, and Harare to promote Uganda and build stronger regional tourism ties.
Speaking at the launch, Uganda’s High Commissioner to South Africa, Amb Paul Amoru, welcomed partners and noted the strategic value of Southern Africa as one of Uganda’s fastest-growing tourism markets. “The region has shown strong traveller interest, high spending patterns, and demand for premium wildlife, adventure, and multi-destination experiences,” he said. He added that the Roadshow offers a practical platform to increase visitor numbers, strengthen cultural and commercial ties, and support engagements between Ugandan tour operators and Southern Africa’s travel trade.
Amb Amoru said the Roadshow will feature workshops, media sessions, and experiential showcases to improve Uganda’s visibility and ensure the market understands the country’s tourism products. He noted that Uganda’s presence in six cities signals its long-term commitment to coordinated tourism marketing and deeper regional cooperation.
He also highlighted tourism’s economic value, stressing its importance for jobs, foreign exchange, and community livelihoods. He said strategic partnerships can support sustainable growth across the region.
Representing South African Tourism, Ms Bontle Madiba praised the Uganda High Commission for leading a structured, trade-focused regional initiative. “There is growing importance in intra-Africa travel, and South African Tourism will support efforts that promote collaboration rather than competition among African destinations,” she said. She encouraged operators to create multi-country itineraries, cross-regional packages, and joint campaigns that showcase Africa’s diversity.
The launch was organised by Afrireps Consult, the agency appointed to manage logistics and trade mobilisation. Afrireps reaffirmed its commitment to improving Uganda’s market access and visibility in the region, noting the importance of collaboration and multi-destination circuits in boosting Africa’s tourism competitiveness.
The Johannesburg event marks the start of a week-long programme aimed at driving tourism growth, widening Uganda’s market presence, and strengthening regional cooperation. The Roadshow is supported by the Ministry of Foreign Affairs under its Economic and Commercial Diplomacy Programme. The High Commission thanked all partners, operators, and media supporting the initiative.
