A delegation of Ethiopian business leaders, travel professionals and media influencers has completed a 10-day tour of Uganda as part of a diplomatic push to strengthen regional economic ties between the two nations.
The familiarization mission, which concluded June 2, was organized by the Ugandan Embassy in Addis Ababa under its economic and commercial diplomacy framework. The initiative forms part of a broader strategy to translate regional travel and cultural exchange into formal commercial partnerships, particularly in aviation, hospitality development and agricultural trade.
The visit followed the delegation’s participation in the Pearl of Africa Tourism Expo 2026.
Before departing for the 87th Ordinary Session of the African Commission on Human and Peoples’ Rights, Uganda’s Ambassador to Ethiopia Rebecca Otengo Amuge emphasized that economic integration relies on experience-driven partnerships.
This journey is more than a tourism circuit, it is a bridge of visibility, trust, investment opportunity and African storytelling, Amuge said. Through this experience, we want our Ethiopian brothers and sisters to encounter Uganda beyond brochures to engage directly with our wildlife heritage, hospitality, business potential, culture, conservation efforts and the warmth of our people.
Amuge noted that developing closer commercial ties between Ethiopia and Uganda is a practical step toward increasing intra-African travel and regional wealth creation.
The 10-day itinerary focused on key trade, conservation and cultural hubs to demonstrate Uganda’s economic infrastructure. The delegation visited the Africa Coffee Park in Ntungamo, the Source of the Nile in Jinja, the Namugongo Martyrs Shrine and the Kasubi Tombs, as well as the Ziwa Rhino Sanctuary and Murchison Falls, Kibale, Bwindi Impenetrable and Lake Mburo national parks.
Field assessments included tracking mountain gorillas and chimpanzees, reviewing community-led hospitality models and examining the coffee export value chain.
Michael Wamai, the counsellor for economic and commercial diplomacy at the Ugandan Embassy in Addis Ababa, said the mission indicates how bilateral diplomacy is shifting toward measurable economic outcomes.
Our objective was not simply to market destinations, we sought to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences, Wamai said. The interactions, partnerships and visibility generated during this mission demonstrate the growing potential of tourism diplomacy as a catalyst for deeper economic cooperation.
Members of the Ethiopian delegation noted that the tour exposed them to cross-border investment opportunities that are often overlooked in standard trade forums.
Henok Tsegaye of Hibir Ethiopia Tours said the travel professionals in the group intend to use the firsthand knowledge to establish new, integrated travel networks between Addis Ababa and Kampala.
What began as a gathering of Ethiopians and Ugandans brought together by circumstance slowly evolved into something far more meaningful, Tsegaye said. We leave Uganda carrying far more than photographs and souvenirs. We carry friendships, memories and a deeper understanding of this beautiful country.
Ashu Z-Arada, an Ethiopian entrepreneur, said the inspection of Uganda’s agricultural infrastructure and conservation models highlighted clear avenues for private capital investment.
I arrived in Uganda knowing very little about the country, I leave inspired by its natural beauty, conservation achievements, investment opportunities and the extraordinary hospitality of its people, Z-Arada said. From the mighty Nile and Murchison Falls to mountain gorillas, chimpanzees, coffee experiences and vibrant cultural heritage, Uganda truly lives up to its reputation as the Pearl of Africa.
Following the tour, embassy officials reported that several delegates have pledged to return to Uganda later this year to advance trade discussions and finalize investment agreements.