Uganda has intensified efforts to grow its share of the European travel market through a high-level networking event in Ghent, Belgium, targeting tour operators and industry stakeholders across the BENELUX region.
According to nilepost.co.ug, the engagement forms part of a broader campaign by Team Uganda to strengthen trade partnerships, boost destination awareness and attract higher-value European travellers by showcasing the country’s wildlife, adventure and cultural tourism offerings.
The evening event, held at Publiek Authentiek, brought together Ugandan tourism stakeholders and Belgian tour operators, creating a platform to showcase Uganda’s ecological wealth and diverse travel experiences.
The engagement formed part of broader destination marketing efforts led by the Uganda Tourism Board.
Officials said such engagements are critical not only for boosting visitor numbers but also for strengthening conservation partnerships and promoting sustainable management of Uganda’s natural heritage.
UTB Chief Executive Juliana Kagwa delivered a presentation positioning Uganda as a unique, experience-rich destination.
She highlighted the country’s biodiversity, primate tracking experiences, scenic landscapes, cultural diversity and expanding eco-tourism initiatives.
Kagwa encouraged European travellers to explore the “Pearl of Africa,” saying Uganda offers immersive and authentic experiences aligned with current global travel trends that favour sustainability and meaningful travel.
Ugandan tour operators held one-on-one meetings with Belgian buyers and travel planners, fostering partnerships expected to translate into expanded itineraries featuring Uganda and increased destination awareness across the Belgian market.
Industry stakeholders described the engagements as productive and strategic, with strong interest expressed in Uganda’s wildlife safaris, primate tracking, adventure tourism and community-based travel experiences.
The delegation also received market intelligence through a presentation by tourism consultants THX Agency, who outlined key demographic, cultural and behavioural distinctions between Belgian and Luxembourg travellers.
Among the insights shared were that Belgian buyers demonstrate strong brand loyalty and favour long-term partnerships.
They are considered curious and experience-driven travellers who value authenticity and immersive journeys.
Their adventurous culinary preferences also make them receptive to diverse food experiences as part of travel.
The evening concluded with a showcase of Ugandan cuisine prepared by the Embassy of the Republic of Uganda in Brussels, offering guests a cultural introduction to the Pearl of Africa and reinforcing the country’s hospitality credentials.
Tourism officials said engagements like the Ghent networking event are instrumental in positioning Uganda as a competitive and sustainable destination within the European market.
By combining targeted business meetings, cultural diplomacy and market intelligence, Uganda aims to deepen partnerships that will drive inclusive tourism growth, strengthen conservation efforts and generate long-term economic benefits.
