The Embassy of the Republic of Uganda in Addis Ababa has successfully concluded a landmark ten-day familiarization tour designed to boost regional trade, tourism diplomacy, and private sector investment between Uganda and Ethiopia.
The promotional expedition ran from May 23 to June 2, 2026, drawing a high-profile Ethiopian delegation of tour operators, digital content creators, and prospective investors. The initiative commenced immediately after the delegation participated in the Pearl of Africa Tourism Expo (POATE) 2026. Organized under the country’s Economic and Commercial Diplomacy framework, the strategy feeds directly into the government's Tenfold Growth Strategy to establish tourism as a core pillar of job creation and macro-economic transformation. The initiative aims to position the nation as Africa’s most authentic cultural and commercial hub.
The Ambassador of Uganda to Ethiopia, H.E. Amb. Rebecca Otengo Amuge, flagged off the delegation in Addis Ababa before traveling to the 87th Ordinary Session of the African Commission on Human and Peoples’ Rights. She noted that the tour establishes an experiential partnership capable of unlocking cross-border investments.
“This journey is more than a tourism circuit, it is a bridge of visibility, trust, investment opportunity and African storytelling,” H.E. Amb. Rebecca Otengo Amuge stated.
Exploring the Pearl of Africa
The ten-day expedition took the visitors through a diverse circuit of Uganda's cultural heritages and conservation areas. The group tracked rhinos at the Ziwa Rhino Sanctuary, went chimpanzee trekking in Kibale, and encountered mountain gorillas in Bwindi Impenetrable National Park.
The itinerary also featured historical and commercial stops. These included the Kasubi Tombs, the Namugongo Martyrs Shrine, the Source of the Nile in Jinja, and the Africa Coffee Park in Ntungamo to study local coffee value addition.
Mr. Michael Wamai, Counsellor and Economic and Commercial Diplomacy Officer at the Uganda Embassy in Addis Ababa, highlighted the strategic value of the route.
“Our objective was not simply to market destinations, we sought to position Uganda as a gateway for African opportunity, investment confidence and authentic continental experiences.”
Lasting Continental Connections
The immersive travel model succeeded in shifting perceptions and building immediate commercial links. Members of the delegation reported that the firsthand experiences converted them into lifelong advocates for Ugandan destinations and business sectors.
Reflecting on the bonds formed over the ten-day trek, tour operator Mr. Henok Tsegaye of Hibir Ethiopia Tours noted the profound impact of the visit.
“What began as a gathering of Ethiopians and Ugandans brought together by circumstance slowly evolved into something far more meaningful.”“We leave Uganda carrying far more than photographs and souvenirs. He carries friendships, memories and a deeper understanding of this beautiful country.”
Ethiopian entrepreneur Mr. Ashu Z-Arada shared similar sentiments, admitting he arrived with very little knowledge about the destination but left inspired by the country's natural beauty and hospitality.