Destination Uganda has won the Best in Show – Africa award at the 2026 Travel & Adventure Show in New York. The win followed an immersive and interactive showcase by Uganda.
The Uganda Tourism Board led the effort. The Embassy of Uganda in Washington, DC, the Permanent Mission in New York and private tourism players supported it.
Uganda promoted itself as the Pearl of Africa. Visitors tasted Ugandan coffee and Uganda Waragi. They explored landscapes and wildlife through virtual reality. They also experienced gorilla-themed content. The stand drew heavy traffic from visitors, travel agents and the media.
The Travel & Adventure Show is North America’s largest consumer travel event. It attracts over 150,000 visitors each year. It runs on a business-to-consumer model.
Uganda took part in the Washington, DC and New York editions. This helped the country engage directly with travellers and the travel trade. It also generated quality leads and strengthened business links in the US market.
Three tour firms represented Uganda. They were Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges. They met the Africa Tourism Association, Adventure Overseas agents and travel advisers. These meetings boosted partnerships and placed Uganda as a must-include destination.
Uganda will also exhibit in South Florida from February 28 to March 1, 2026. It will appear in Los Angeles from March 7 to 8, 2026. Uganda’s Mission in Washington, DC, will host a Uganda Cultural Show, B2B and Tourism Investment Meeting on March 6, 2026, in Los Angeles.
The United States is a key source market for Uganda. Under Vision 2040, Uganda targets over 200,000 American visitors each year. Such platforms continue to drive demand, grow brand visibility and strengthen Destination Uganda’s presence in North America.
