Berlin, Germany — Uganda has reaffirmed its position as one of East Africa’s most promising destinations for investment and tourism during a high-level Germany–Uganda Investment and Tourism Forum held at the Westin Grand Hotel in Berlin.
Organised under the leadership of H.E. Ambassador Stephen Mubiru, and coordinated by Mr Agama Woling Anthony, Minister Counsellor, and Ms Jessica Numuddu, Second Secretary and Tourism Officer, the event brought together German and Ugandan business leaders, investors, policymakers, and international travel industry partners.
Strengthening Economic and Tourism Relations
In his keynote address, Ambassador Mubiru emphasised Uganda’s readiness to deepen cooperation with Germany, noting that the country is intentionally shaping a stable, investor-friendly environment in line with Vision 2040. He highlighted priority sectors such as tourism, agribusiness, coffee production, renewable energy, infrastructure, and mining—presenting Uganda as a competitive and secure market for foreign direct investment (FDI).
The Ambassador underscored Uganda’s commitment to Commercial and Economic Diplomacy, a strategy that uses tourism and economic partnerships as strategic tools for foreign policy and long-term national development. He noted that Uganda is steadily enhancing regulatory frameworks, strengthening security, improving infrastructure, and building investor confidence across key sectors.
Tourism featured prominently at the Forum. Ambassador Mubiru shared insights from a successful 10-day Familiarisation Tour for twelve German tour operators who explored major tourism attractions, including the Zziwa Rhino Sanctuary and the culturally rich Ewaffe Cultural Village. The aim was to give German operators firsthand experience of Uganda’s diverse landscapes, thriving conservation efforts, and cultural vibrancy.
Uganda is positioning itself boldly in the East African tourism market, confidently showcasing its unique natural assets—over 1,083 bird species, the world-renowned mountain gorillas of Bwindi Forest, Kibale’s extensive primate populations, savannah national parks, and the source of the Nile.
The Ambassador emphasised that Uganda competes not only on the “Big Five” safari concept but on the expanded “Big Seven”, which includes chimpanzees and mountain gorillas, making it a unique global destination.
Tourism operators such as Africa Adventure Vacations and Bantu Africa Travel were highlighted as examples of Uganda’s increasingly professional sector, supported by certified guides, improved logistics, and stronger collaboration between the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), and private stakeholders. Modern hotel developments, improved roads, and better international connectivity further reinforce Uganda’s rising profile.
A notable voice of support came from Dr. Andreas Hube, Federal Managing Director of the BWA Global Network (Bundesverband für Wirtschaftsförderung und Außenwirtschaft).
Dr Hube praised Uganda’s forward-looking economic direction and reaffirmed the BWA’s commitment to supporting sustainable partnerships aligned with the interests of both nations. His endorsement reflected the growing German interest in Uganda’s economic transformation.
A compelling presentation by Mrs May Kamya, representing Eastern Favourites, offered an in-depth look into Uganda’s tourism landscape—from gorilla trekking and adventure safaris to cultural heritage and luxury travel. She shared overwhelmingly positive feedback from the recently concluded UTB–Embassy familiarisation trip, reaffirming a strong appetite among German travel operators to expand their Uganda portfolios.
Highlighting Uganda’s FDI Framework: The ATMS Concept
In his closing remarks, Mr Agama Woling Anthony presented Uganda’s strategic FDI framework: ATMS – Agriculture, Tourism, Mining, and Science.
Agriculture: Opportunities in large-scale farming, value addition, and export-oriented processing.
Tourism: Growing demand for premium lodges, adventure tourism, and cultural experiences.
Mining: Significant deposits of gold, rare earth elements, and other critical minerals.
Science & Technology: Emerging innovation and research frontiers.
He emphasised that ATMS offers a clear, structured entry point for investors seeking long-term growth.
Cultural Showcase and Networking
The event concluded with a vibrant display of Ugandan music and dance, followed by dynamic networking sessions. German investors and Ugandan delegates engaged in direct discussions, exploring concrete avenues for partnership and collaboration.
A Milestone for Uganda–Germany Relations
The Berlin Forum marked a significant milestone in strengthening Uganda–Germany economic ties. With rising German interest, expanding tourism flows, and a clear commitment from both sides, Uganda continues to position itself as a dynamic hub for sustainable investment and a leading destination for travel in East Africa.
