Arusha, Tanzania – Uganda Tourism Board is making a major push for international visitors at Karibu-Kilifair 2026, one of East Africa’s biggest tourism trade exhibitions, which opened June 4 at Magereza grounds in Arusha.
The four-day fair has drawn more than 500 exhibitors from over 15 countries, 700 international and regional travel buyers from 45 countries, and an estimated 10,000 trade visitors.
UTB is using the platform to position Uganda as a leading destination and forge new partnerships with tour operators, airlines, and investors.
“Karibu-Kilifair offers an important platform for engaging travel trade partners and showcasing the diversity of experiences that make Uganda a premier destination,” said Dr Gessa Simplicious, Head of Public Relations at UTB.
He added, “Through our participation and collaboration with the Uganda Consulate in Arusha, we are strengthening Uganda’s visibility and creating new opportunities for tourism growth and investment.”
UTB is working closely with the Uganda Consulate in Arusha to ensure strong visibility for Destination Uganda throughout the event. The joint effort highlights Uganda’s strategy of using diplomatic missions to drive tourism marketing in key regional hubs.
Ambassador Anne Katusiime, Consul General at the Uganda Consulate in Arusha, said the fair reflects Uganda’s commitment to regional tourism cooperation.
“Arusha remains a strategic hub for tourism in East Africa, and this fair offers an invaluable opportunity to connect with global buyers, industry leaders, and travellers who seek authentic African experiences,” she said.
Now in its 9th edition, Karibu-Kilifair has become a key date on the calendar for destination marketing, business networking, and tourism investment in the region.
For Uganda, the goal is to convert trade contacts into bookings by promoting flagship attractions including gorilla trekking, wildlife safaris, adventure tourism on the Nile, and cultural experiences.
Dr Gessa emphasized that UTB will leverage platforms like Karibu-Kilifair to expand market access, build strategic partnerships, and drive sustainable tourism development as the sector rebounds.
About Uganda Tourism Board
Uganda Tourism Board (UTB) is a statutory organisation established in 1994. UTB is mandated to promote and market Uganda domestically, across the region and internationally, and promote quality assurance in tourist facilities through training. grading and classification, promote tourism investment, support and act as liaison for the private sector in tourism development.
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