The Uganda Roadshow 2026 is a strategic tourism and investment promotion initiative led by the Embassy of Uganda in Brussels in collaboration with the Uganda Tourism Board.

The initiative aims to position Uganda as a leading African destination within the Benelux market by directly engaging travel trade professionals, media, and tourism stakeholders. Through destination presentations, exhibitions, and business networking sessions, the roadshow will showcase Uganda’s diverse wildlife experiences, primate tracking, cultural heritage, and sustainable tourism offerings while strengthening strategic partnerships in key European outbound markets.

The Benelux region is a mature outbound travel market with growing demand for authentic, sustainable, and wildlife-rich destinations. This roadshow strengthens Uganda’s visibility, builds trade partnerships, and expands market access for Ugandan tourism operators.