Addis Ababa — Uganda is promoting its tourism attractions and investment opportunities at the Oromia Tourism Week (OTW) 2026 in Addis Ababa, as tourism stakeholders seek to strengthen regional partnerships and tap into new markets.
A delegation of Ugandan tourism operators, led by Uganda Tourism Board CEO and Presidential Advisor on Tourism Lilly Ajarova, is participating in the event alongside the Embassy of Uganda in Addis Ababa.
The three-day event, running from September 29 to October 1 at the Ethiopian Skylight Hotel, is being held under the theme “Digital Innovation for Inclusive Tourism.”
Organised by the Oromia Tourism Commission under the Visit Oromia brand, OTW brings together tourism businesses, government officials, investors and other industry stakeholders to promote destinations, investment opportunities and regional tourism cooperation.
At the Uganda exhibition stand, Isa Kato, Vice President of the Uganda Tourism Association and Managing Director of Pristine Tours Ltd, described the event as an important platform for Uganda to expand its presence in the regional tourism market.
“OTW is a premier regional tourism platform uniting international travel professionals, government officials and investors,” Kato said.
He said Uganda’s participation provides an opportunity to showcase the country’s tourism attractions, develop cross-border partnerships and promote Ugandan value-added products in the wider Horn of Africa market.
The Ugandan delegation is also using digital technology to promote the country, including a virtual reality (VR) experience that gives visitors an immersive preview of tourism destinations.
Isaac Mulindwa, CEO of VAMOS – Africa Luxury Tours, said the technology can influence how potential visitors make travel decisions.
“Digital immersion in marketing helps potential travellers make instant decisions,” Mulindwa said.
He added that OTW provides an opportunity not only to promote tourism destinations but also to strengthen people-to-people relations and encourage investment.
Minister-Counsellor Margaret Kafeero, representing the Ugandan Embassy in Ethiopia, said the event provides an opportunity for Uganda to market itself in Ethiopia, which she described as an important market for the country’s tourism sector.
“This is an opportunity of a lifetime,” Kafeero said.
The 2026 edition of OTW is placing particular emphasis on digital innovation and artificial intelligence (AI) in tourism, reflecting the growing use of technology in travel planning, destination marketing and visitor experiences.
Uganda’s participation is intended to strengthen tourism cooperation between the two countries while positioning the country as a destination for Ethiopian and wider regional travellers.
The delegation will continue showcasing Uganda’s tourism products throughout the event, which concludes on October 1.