Uganda showcased its tourism potential and coffee culture at a vibrant networking event held on Wednesday 25th February 2026, at Publiek Authentiek in Ghent, Belgium. The event was part of the “Uganda Gorilla Road Show” in the Benelux region, organised by the Embassy of Uganda in Brussels to promote tourism and trade.
The engagement created a powerful platform to showcase Uganda’s extraordinary ecological assets and diverse tourism experiences while strengthening strategic relationships with potential partners from across the BENELUX region.
Juliana Kagwa, the UTB’s CEO made a powerful presentation about destination Uganda and the need to explore the Pearl of Africa.
She also revealed that such engagements are instrumental not only in expanding Uganda’s tourism footprint in Europe but also in reinforcing a shared commitment to conservation and the sustainable management of natural heritage.
The Ugandan tour operators held personalised one-on-one meetings with Belgian tour operators and buyers, building meaningful connections and exploring new collaboration opportunities that are expected to translate into increased destination awareness, expanded itineraries featuring Uganda, and ultimately higher visitor inflows.
The team also gained valuable insights into the Belgian market through a presentation by tourism consultants THX Agency, who highlighted key demographic, cultural, and behavioural distinctions between the Belgian market and the Luxembourg market engaged the previous evening.
Among the standout insights shared were that Belgian buyers demonstrate strong brand loyalty and long-term partnership orientation, are naturally curious travellers seeking immersive and authentic experiences, and possess an adventurous culinary palate that makes them receptive to diverse food experiences as part of travel.
The Embassy of the Republic of Uganda in Brussels crowned the evening with a sumptuous spread of authentic Ugandan cuisine, offering guests a true taste of the Pearl of Africa and bringing the destination to life through flavour, culture, and warm Ugandan hospitality.
Through engagements like these, Uganda continues to position itself as a competitive, sustainable, and experience-rich destination within the European market, deepening partnerships that will drive inclusive tourism growth and long-term conservation impact.
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