DAR ES SALAAM, Tanzania — The Uganda–Tanzania Tourism Roadshow was held at the Hyatt Regency Dar es Salaam under the theme “Promoting Regional Tourism Partnerships & Business Linkages,” bringing together key tourism stakeholders from both countries to strengthen collaboration and expand cross-border opportunities.
Organised by the Uganda High Commission in Tanzania, the event focused on joint destination marketing, private sector engagement, and advancing East Africa as a unified tourism region.
In her remarks, Uganda’s Deputy High Commissioner to Tanzania, Amb. Elizabeth Allimadi emphasised the importance of regional integration in boosting tourism and economic growth.
“By working together, we’re strengthening regional cooperation and regional value chains, enhancing destination competitiveness and creating a unified East African destination,” she said.
Amb. Allimadi added that the Roadshow goes beyond promotion, serving as a platform to deepen people-to-people connections and attract investment, while also extending an invitation to stakeholders for the upcoming Pearl of Africa Tourism Expo in Kampala.
The President of the Tanzania Association of Tour Operators (TATO), Willy Chambulo, stressed the importance of collaboration rather than rivalry. “Both Uganda and Tanzania are not competitors but are all aiming at selling markets,” he said.
Chambulo further noted that improved infrastructure is essential for seamless travel and tourism experiences across the region.
Uganda Tourism Association (UTA) Vice President Isa Kato highlighted the private sector’s central role in operationalising regional integration. “Our leaders sign the treaties, but it is the private sector that must breathe life into them,” he said.
He called for stronger partnerships to position East Africa as a single, competitive tourism destination.
The Uganda Tourism Board (UTB), through Marketing Manager Francis Nyende, showcased Uganda’s diverse tourism offerings, including mountain gorilla trekking, Big Five safaris, birding experiences, and primate tracking.
A key milestone of the Roadshow was the signing of two Memoranda of Understanding: one between the Zanzibar Association of Tour Operators (ZATO) and the Uganda Tourism Association (UTA), and another between the Tanzania Association of Tour Operators (TATO) and UTA.
The agreements aim to enhance cooperation in joint tourism marketing, business-to-business linkages, capacity building, participation in trade fairs and roadshows, and the development of joint tourism packages. They also include provisions for knowledge sharing, training programmes, and exchange of market intelligence and research.
Officials said the partnerships are expected to boost tourist arrivals, encourage innovation in tourism products, and strengthen regional integration within East Africa’s tourism sector.
The Roadshow concluded with Business-to-Business (B2B) meetings and networking sessions between Ugandan and Tanzanian tour operators, further cementing regional tourism cooperation and commercial linkages.