Uganda has stepped up efforts to attract more visitors from Ethiopia after showcasing its tourism products at the Oromia Tourism Week 2026 in Addis Ababa.
A Ugandan delegation led by tour operators, Presidential Advisor on Tourism and Uganda Tourism Board chief executive Lilly Ajarova joined the Uganda Embassy in Addis Ababa for the event, which ran from September 29 to October 1, 2026.
The exhibition took place at the Ethiopian Skylight Hotel under the theme, “Digital Innovation for Inclusive Tourism.”
The Oromia Tourism Commission organised the event under the Visit Oromia brand. It brought together tourism businesses, investors, government officials and travel professionals from across the region.
Uganda used the platform to market its tourism attractions, build regional partnerships and promote local products to the wider Horn of Africa market.
Uganda Tourism Association vice president Isa Kato said the event offered the country a chance to connect with international travel professionals and investors.
Kato, who also heads Pristine Tours Ltd, said Uganda could use the platform to strengthen cross-border tourism and expand its reach in the region.
The Ugandan stand also used virtual reality technology to give visitors a digital experience of some of the country’s attractions.
Isaac Mulindwa, chief executive of VAMOS - Africa Luxury Tours, said virtual experiences can influence travellers as they choose destinations.
“Digital immersion in marketing helps potential travellers make instant decisions,” Mulindwa said.
He said the tourism week could also strengthen links between communities and open new investment opportunities.
Minister-Counsellor Margaret Kafeero, who represented the Uganda Embassy, said Ethiopia remains an important but largely untapped tourism market for Uganda.
She said Ethiopia’s large population gives Uganda a strong opportunity to attract more visitors.
“This is an opportunity of a lifetime,” Kafeero said.
This year’s event also focused on the growing use of artificial intelligence and other digital tools in tourism.
Uganda’s participation comes as tourism authorities seek to widen the country’s source markets and deepen regional cooperation.
