GHENT, Belgium — The Uganda Tourism Board is targeting the Belgian market as part of a strategic European expansion drive to increase visitor numbers and diversify its traditional source markets.
The initiative, which included a networking reception for Belgian tour operators and buyers at Publiek Authentiek on Thursday, is part of a multi-city tour across the Benelux region. Ugandan tourism officials and private operators used the event to pitch the country’s wildlife and cultural experiences to potential European partners.
Juliana Kagwa, chief executive officer of the Uganda Tourism Board, said the Belgian market represents significant untapped potential for Uganda.
These face-to-face engagements allow us to build the kind of long-term partnerships that translate into sustained visitor growth and deeper market penetration across Europe, Kagwa said.
The board’s head of public relations, Gessa Simplicious, said the strategy aims to position Uganda as a primary choice for travelers seeking authentic African experiences. He noted that the one-on-one format allows operators to demonstrate Uganda’s value in wildlife, culture and adventure tourism.
Tourism consultants from THX Agency briefed the delegation on the specific preferences of Belgian buyers, who prioritize brand loyalty, immersive experiences and culinary variety. To capitalize on this, the Embassy of the Republic of Uganda in Brussels provided traditional cuisine at the event, mirroring marketing strategies used by countries like Thailand and Japan.
The expansion drive follows a similar engagement in Luxembourg and seeks to move beyond Uganda’s traditional reliance on travelers from the United Kingdom and Germany.
In 2024, Uganda recorded more than 1.37 million international tourist arrivals. Tourism remains a critical economic pillar, generating $1.28 billion in revenue and accounting for 16 percent of the country’s total exports.
The delegation is scheduled to continue its engagement activities across the Benelux region, targeting influential travel agents and package developers.
