The Embassy of the Republic of Uganda in Berlin, in partnership with the Uganda Tourism Board (UTB), has successfully concluded a ten-day familiarisation (fam) trip for twelve (12) German travel trade partners. Themed “Experience Uganda, the Pearl of Africa,” the initiative showcased Uganda’s unique tourism attractions, cultural heritage, and investment potential.
Led by Uganda’s Ambassador to Germany, H.E. Stephen Mubiru, the delegation explored some of Uganda’s top destinations and community-based tourism projects. Among the highlights was a visit to Zziwa Rhino Sanctuary, recently recognised for its innovative baby rhino naming campaign—an inspiring symbol of Uganda’s dedication to wildlife conservation and sustainable tourism.
The group also immersed themselves in the vibrant traditions of Buganda at Ewaffe Cultural Village, a women- and family-led enterprise that champions cultural preservation and community empowerment. The visit emphasised Uganda’s commitment to promoting inclusive, authentic tourism experiences that directly benefit local communities.
Ambassador Mubiru explained that the tour aligns with Uganda’s Economic and Commercial Diplomacy Strategy, which seeks to attract more German visitors, expand exports, and encourage investment partnerships.
“Germany remains one of Uganda’s key source markets. Through initiatives like this, we are strengthening collaboration and creating new pathways for mutual growth,” said Ambassador Mubiru.
Uganda currently welcomes over 28,000 German tourists annually, with a goal to raise this figure to 40,000 through targeted promotion and localised marketing, including the translation of tourism materials into German.
Mr Stilson Muhwezi, First Secretary in the Ministry of Foreign Affairs’ Public Diplomacy Department, reaffirmed Uganda’s commitment to supporting missions abroad under the Economic and Commercial Diplomacy Programme, which prioritises tourism and trade promotion.
The Embassy extended appreciation to all partners who contributed to the success of the trip, including the Uganda Tourism Board, Uganda Wildlife Authority, Church Hill Safaris, Wild Jungle Safaris, and Chimpundu Lodge Kibale, for their exceptional hospitality and logistical support.
