tourism 30 September 2026 Nile Post
Uganda Promotes Tourism in Ethiopia at Oromia Tourism Week
Uganda is actively seeking to attract Ethiopian tourists and investment by participating in the 2026 Oromia Tourism Week in Addis Ababa. The initiative aims to tap into Ethiopia's significant market potential and foster regional tourism partnerships. Source: https://nilepost.co.ug/news/374475/uganda-targets-ethiopian-market-as-tourism-stakeholders-showcase-destination
Uganda is making a concerted effort to boost its tourism sector by targeting the Ethiopian market. A delegation of Ugandan tourism stakeholders, led by Lilly Ajarova, CEO of the Uganda Tourism Board, is currently in Addis Ababa for the 2026 Oromia Tourism Week.
This significant event, held from September 29 to October 1, convenes tourism professionals, government representatives, and investors under the theme “Digital Innovation for Inclusive Tourism.” Uganda’s participation is strategically designed to position “Destination Uganda” within the broader Horn of Africa tourism landscape.
Isa Kato, Vice President of the Uganda Tourism Association, highlighted the event as a vital regional platform for showcasing Uganda’s diverse attractions and forging new business-to-business connections. The goal is to foster increased travel and cross-border partnerships between Uganda and Ethiopia, as well as the wider region.
Representatives from the Ugandan Embassy in Addis Ababa expressed enthusiasm for the initiative. Minister-Counsellor Margaret Kafeero described Ethiopia as a substantial, yet largely untapped, market for Ugandan tourism, emphasizing the “opportunity of a lifetime” presented by the event.
The Ugandan delegation is utilizing its presence at the Oromia Tourism Week to display the country’s unique tourism products and experiences. This proactive approach aims to encourage Ethiopian travelers to explore Uganda for leisure, adventure, and cultural immersion, reflecting Uganda’s broader strategy of leveraging regional cooperation for tourism growth.