Overview:

The Uganda Tourism Board is targeting the Belgian market to expand its $1.28 billion tourism sector and diversify European visitor sources beyond the U.K. and Germany.

GHENT, Belgium — The Uganda Tourism Board is leveraging the country’s $1.28 billion tourism sector to attract Belgian investors and tour operators as part of a strategic expansion into the Benelux region.

The board hosted a networking reception Thursday at Publiek Authentiek in Ghent, where officials and private operators presented Uganda’s wildlife and cultural assets to European partners. The engagement is part of a multi-city tour aimed at expanding visitor numbers and securing long-term investment.

Juliana Kagwa, chief executive officer of the Uganda Tourism Board, said the Belgian market represents significant untapped potential for the country.

These face-to-face engagements allow us to build the kind of long-term partnerships that translate into sustained visitor growth and deeper market penetration across Europe, Kagwa said.

The move to attract new partners follows a strong year for the industry. In 2024, Uganda recorded more than 1.37 million international tourist arrivals. The resulting $1.28 billion in revenue accounted for 16 percent of the country’s total exports, highlighting the sector’s importance to the national economy.

Gessa Simplicious, head of public relations for the board, said the outreach demonstrates why Uganda offers unmatched value in adventure and wildlife tourism. He noted that the one-on-one format allows Ugandan operators to address specific market concerns and build the relationships necessary to position the country as a top choice for travelers.

Data from tourism consultants at THX Agency suggest that Belgian buyers prioritize brand loyalty and authentic experiences. To capitalize on this, the Embassy of the Republic of Uganda in Brussels provided traditional cuisine at the event, a marketing tool used by nations such as Thailand and Japan to strengthen tourism branding.

The delegation is continuing its engagement activities across the Benelux region. The strategy aims to diversify Uganda’s European source markets beyond its traditional reliance on travelers from the United Kingdom and Germany.