Uganda has won the “Best in Show – Africa” award for its immersive and experiential showcase at the Travel & Adventure Show at the Javits Convention Center, North America’s largest consumer travel exhibition.
This achievement was as a result of a collective effort spearheaded by the Uganda Tourism Board (UTB), in collaboration with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and Uganda’s private sector tourism stakeholders.
The award reinforces Uganda’s strategic focus on quality experiences, sustainability, and authentic storytelling as drivers of tourism growth and national development.
The United States remains one of Uganda’s key source markets, with Vision 2040 targeting over 200,000 American visitors annually
. This strategic participation in platforms such as the Travel & Adventure Show continues to drive demand, increase brand visibility, and strengthen Destination.