Uganda has intensified its European tourism promotion drive with a successful series of high-level roadshows across the BENELUX region, positioning the country as a premier sustainable travel destination for European markets.Led by Uganda’s Ministry of Foreign Affairs through its Mission to the European Union, in collaboration with the Uganda Tourism Board (UTB), the engagements spanned Belgium, the Netherlands, and Luxembourg. The initiative forms part of Uganda’s broader Economic and Commercial Diplomacy agenda aimed at strengthening trade, tourism, and investment partnerships.The Ugandan delegation, comprising officials from UTB, the Uganda Wildlife Authority (UWA), and a contingent of private tour operators concluded its final engagements in Utrecht, demonstrating a coordinated public-private partnership approach to promoting the destination.Uganda’s Ambassador to the European Union, Mirjam Blaak Sow, emphasized tourism’s central role in the country’s economic transformation. She noted that the sector significantly contributes to foreign exchange earnings, job creation, and inclusive growth, particularly for youth and women.“These roadshows represent structured market development interventions aimed at deepening bilateral partnerships and expanding Uganda’s tourism footprint in Europe,” she said.The BENELUX region is regarded as a strategic market due to its strong outbound travel culture and growing appetite for authentic, nature-based, and sustainable tourism experiences areas where Uganda holds a competitive advantage.UTB Chief Executive Officer Juliana Kagwa highlighted that the targeted engagements enable Uganda to tailor its offerings to specific market segments while enhancing visibility among high-value travelers.“Participation in these roadshows reflects our commitment to ensuring Uganda competes at the highest level in international tourism markets while delivering tangible economic benefits for all Ugandans,” Kagwa said.Through direct business-to-business meetings, Ugandan tour operators engaged buyers from across Luxembourg, Belgium, and the Netherlands, building commercial relationships expected to increase visitor inflows and strengthen market access along the tourism value chain.The BENELUX roadshows form part of a sustained European strategy by UTB and its partners to attract high-value visitors seeking adventure, wildlife, cultural heritage, and eco-tourism experiences in the “Pearl of Africa.”Established in 1994, the Uganda Tourism Board is mandated to market Uganda domestically, regionally, and internationally, promote quality assurance in tourism services, and support private sector development in the industry.The post Uganda Showcases ‘Pearl of Africa’ Tourism Potential in BENELUX Roadshows appeared first on The Insider.