Uganda Tourism Board (UTB), under the “Explore Uganda – The Pearl of Africa” destination brand, delivered a busy three-day marketing and promotional campaign at the World Travel Market (WTM) London held from November 4–6, 2025.
Team Uganda was led by the Minister of Tourism, Wildlife and Antiquities, Tom Butime, and the Chief Executive Officer of UTB, Juliana Kagwa.
At the WTM, Team Uganda showcased the diverse tourism offerings, engaged international buyers and media, and strengthened strategic partnerships aimed at boosting arrivals from the United Kingdom and Europe.
Throughout the three days, the Uganda stand at WTM became a hive of activity, drawing numerous visitors to experience Uganda’s unmatched natural beauty, adventure, wildlife, culture, and investment opportunities.
The stand featured vibrant cultural displays, destination videos, and interactive sessions that provided buyers and visitors with an immersive taste of Uganda. The stand also featured regular cultural showcases by Ugandan performers, attracting visitors throughout the three days and creating a lively atmosphere that stood out among exhibitors at the Africa Hall.
Private sector representatives, including tour operators, hotels, and destination management companies, joined UTB in holding a series of productive business-to-business meetings, presenting tailor-made itineraries and forging new partnerships with international tour wholesalers, travel agents, and media houses.
The expo also provided a platform for high-level media exposure that significantly elevated Uganda’s visibility on the global tourism stage.
The Minister and UTB CEO participated in several exclusive interviews with major international media outlets, including CNN, BBC, Al Jazeera, National Geographic, and the Daily Mail, among others.
These interviews focused on Uganda’s unique attractions, from gorilla trekking in Bwindi and adventure on the River Nile, to rich cultural experiences and the growth of religious and community-based tourism.
The global coverage generated from these engagements is expected to publicize destination Uganda, contribute to its awareness in target markets, and attract more travelers.
Beyond the media appearances, Uganda hosted several buyers, travel influencers, and journalists who expressed interest in covering or visiting Uganda.
According to UTB, the event has already resulted in several positive follow-up inquiries and planned high-value familiarization trips for 2026