Uganda hosts trade pitch in Ethiopia to tap into African Union hub

ADDIS ABABA, Ethiopia — The Uganda Embassy in Addis Ababa hosted a major tourism and investment exhibition this week, leveraging the city’s status as the diplomatic heart of Africa to court global attention on the country’s 63rd independence anniversary.

The event, held Thursday at the Hilton Hotel, gathered hundreds of Ugandans, diplomats and regional dignitaries. Presentations from the Uganda Tourism Board and the Uganda Investment Authority highlighted key sectors like agro-processing, manufacturing and energy, complemented by a cultural show from the Crane Performers.

Addis Ababa is considered a prime location for such an outreach, as it hosts the African Union headquarters and nearly all diplomatic missions to the UN, serving as a lucrative source for potential investors and high-end tourists.

Stability and economic opportunity

In her address, Ambassador Rebecca Amuge Otengo, Uganda’s permanent representative to the African Union and ambassador to Ethiopia, reflected on Uganda’s transition from a “troubled past” marked by ethnic and religious divisions. She asserted that the nation had successfully healed those rifts to become “an island of peace and stability.”

Ambassador Otengo underscored Uganda’s role in hosting more than 1.6 million refugees from neighbouring states. She said the policy was rooted in the nation’s history, as many Ugandans were refugees during the instability of the 1970s and 1980s.

The ambassador urged for an increase in mutually beneficial economic collaboration between Uganda and Ethiopia, arguing that diplomatic ties must translate into tangible trade and investment activities.

Ethiopia, with its estimated population of over 120 million and its fast-developing leather and textile industries, represents a major market opportunity for Uganda. The country is also seen as a growing source of tourists.

Chief Guest Ambassador Zerehun Abebe, director of African affairs in the Ethiopian Foreign Ministry, praised Uganda’s contribution to regional peace and stability and agreed on the necessity of tapping into economic opportunities for mutual transformation.

Ambassador Mohamed El-Amine Souef, chief of staff at the cabinet of the African Union Commission chairperson, thanked the government for its commitment to Pan-Africanism and leadership on regional security initiatives.

Free trade and market access

The event focused on utilizing Ethiopia’s position within the African Continental Free Trade Area (AfCFTA), which gives Uganda access to its vast consumer market. Opportunities highlighted for Ugandan exports included beef, dairy products, leather, textiles and educational services.

Officials noted that the four daily direct flights operating between Kampala and Addis Ababa significantly boost the potential for increased business collaboration. The two nations were also described as complementary tourism destinations, allowing tour operators to offer combined travel itineraries that enhance regional tourism.