Uganda Tourism Board (UTB), in collaboration with the Uganda High Commission in London, has launched a one-week destination roadshow across Glasgow, Manchester and Birmingham, ahead of World Travel Market (WTM) 2026.
The Glasgow leg opened the week with a five-hour evening dedicated to showcasing the country’s tourism offerings. It brought together 23 travel trade representatives from Glasgow and Edinburgh and 12 Ugandan tour operators, creating a rare opportunity for buyers and sellers to meet face to face.
UTB Senior Marketing Officer Dorcas Namajja delivered a destination presentation highlighting Uganda’s diverse attractions, its sustainability and conservation efforts, and the Africa Cup of Nations (AFCON). The presentation placed the Pearl of Africa before an audience that sells holidays to Scottish travellers and is always looking for new destinations to offer them.
Guests also enjoyed a tasting of Uganda Waragi and took part in raffle draws, adding a taste of Ugandan hospitality to the evening. The centrepiece for the trade, however, was the business-to-business (B2B) sessions, which produced more than 60 meetings between the Scottish travel agents and the Ugandan operators. These one-to-one conversations allowed operators to present their products, discuss packages and begin building the relationships that lead to bookings.
The response from the Scottish travel trade was immediate. One travel agent said: “I had never thought about Uganda. After tonight, I’m coming to Uganda next year!”
A representative of Allan Water Travel went further, committing a group to the destination. “From this presentation, my group of eight is coming to Uganda!” the representative said.
The reactions point to the value of direct engagement with international travel partners in turning interest into bookings. For many in the room, Uganda was a new idea at the start of the evening. By the end, it was a destination they were ready to visit or sell, which is exactly the shift that destination roadshows are designed to achieve.
The enthusiasm and positive response from the Scottish travel trade underscored Uganda’s growing potential as a must-visit destination. The inclusion of AFCON in the presentation also gave the audience another reason to look at Uganda, as the country prepares to co-host the tournament in 2027 and expects to welcome visitors from across the continent and beyond. The collaboration with the Uganda High Commission in London has been central to bringing the right partners into the room.
Showcasing Uganda’s natural beauty, wildlife and culture directly to the trade also supports the country’s wider tourism ambitions. By meeting agents who advise and book travel for their clients, UTB and the participating operators are able to put accurate, current information about Uganda in front of the people who shape travel decisions.
As the roadshow moves on to Manchester and Birmingham, Uganda is strengthening its presence in the UK travel market and inviting more travellers to discover why it is celebrated as the Pearl of Africa. The roadshow also builds momentum ahead of WTM 2026, where Uganda will continue to engage global buyers and partners.
UTB is the government agency mandated to promote and market Uganda as a preferred tourism destination, under the Explore Uganda, The Pearl of Africa brand.
