The Uganda High Commission in Pretoria has officially launched the Southern Africa Tourism Roadshow in Johannesburg, kicking off a week-long series of engagements aimed at strengthening tourism cooperation, trade partnerships, and regional market linkages across Southern Africa.
The roadshow unites national tourism bodies, leading travel trade professionals, media, and private sector stakeholders for business-to-business workshops, product showcases, cultural exchanges, and networking sessions across six key cities: Johannesburg, Durban, Cape Town, Gaborone, Windhoek, and Harare. The initiative seeks to promote Uganda as a prime destination while fostering cross-regional tourism collaboration.
Speaking at the launch, Uganda’s High Commissioner to South Africa, Amb. Paul Amoru, highlighted Southern Africa as a fast-growing complementary source market for Ugandan tourism.
“The region has shown strong traveller interest, high spending patterns, and growing demand for premium wildlife, adventure, and multi-destination experiences,” Amb. Amoru said.
“The Roadshow provides a practical platform to increase visitor flows, deepen commercial and cultural ties, and facilitate structured engagements between Uganda’s Destination Management Companies and the Southern Africa travel trade.”
The Roadshow will feature workshops, media engagements, and experiential showcases to boost Uganda’s market visibility, enhance destination knowledge, and support the development of tailored tourism products.
Amb. Amoru emphasized that Uganda’s presence across six cities reflects a long-term commitment to coordinated tourism marketing, improved connectivity, and mutually beneficial regional collaboration.
Highlighting the broader impact of tourism, Amb. Amoru said the sector contributes significantly to employment, foreign exchange earnings, and local livelihoods. Strategic partnerships, he added, can generate sustainable economic benefits across the region.
Bontle Madiba, representing South African Tourism, commended the Uganda High Commission for driving a structured, trade-focused regional engagement.
“There is growing importance for intra-Africa travel, and South African Tourism supports initiatives that foster collaboration rather than competition among African destinations,” Madiba said.
She encouraged operators and tourism boards to develop multi-country itineraries, cross-regional packages, and joint marketing campaigns to showcase Africa’s diversity and collective strength.
The Roadshow was coordinated by Afrireps Consult, the agency appointed by the Uganda High Commission to manage logistics and trade mobilisation.
Afrireps reiterated its commitment to enhancing market access, building trade linkages, and amplifying Uganda’s visibility in the Southern African region. The agency stressed that regional collaboration, multi-destination circuits, and co-created itineraries are critical drivers of Africa’s tourism competitiveness.
The Johannesburg launch marks the start of a week of engagements aimed at expanding tourism growth, boosting market presence, and deepening cooperation between Uganda and Southern Africa. The initiative is implemented under the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program.
The Uganda High Commission expressed gratitude to all trade partners, tourism boards, private sector operators, and media representatives supporting the Southern Africa Tourism Roadshow.
