Istanbul, Türkiye: Uganda has intensified efforts to attract more Turkish visitors and tourism investment following a successful Uganda Destination Promotion and B2B Networking Event held in Istanbul.
The event, organised through a partnership between the Embassy of Uganda in Ankara, the Uganda Tourism Board (UTB) and Globe Meets, brought together tourism leaders, travel trade professionals, destination marketers and business stakeholders to strengthen tourism cooperation between Uganda and Türkiye.
Held at the Radisson Collection Hotel Vadistanbul on June 19, the engagement attracted approximately 170 participants, including representatives of leading Turkish travel agencies, Ugandan tour operators, members of the diplomatic community, tourism officials and media practitioners.
The event served as a strategic platform for promoting Uganda as one of Africa’s leading tourism destinations while fostering business relationships between tourism stakeholders from both countries.
Officials noted that Türkiye remains a market with significant growth potential for Uganda’s tourism sector.
“Turkey remains a market of significant potential for Uganda’s tourism sector. Through direct engagement with travel trade partners, we are building meaningful relationships that will inspire more Turkish travellers to discover the extraordinary experiences Uganda has to offer,” a representative from the Uganda Tourism Board said.
Destination presentations highlighted Uganda’s rich tourism portfolio, including mountain gorilla trekking, chimpanzee tracking, birdwatching, cultural tourism, community-based tourism and adventure experiences along the River Nile.
Participants also explored opportunities to market Uganda’s unique attractions, including its diverse wildlife, cultural heritage, Lake Victoria and the country’s reputation as the Pearl of Africa.
A key feature of the programme was a business-to-business (B2B) networking session that enabled direct engagement between Turkish travel buyers and Ugandan tourism operators.
The session provided opportunities for tourism businesses to discuss joint ventures, develop tailored travel packages and identify new areas for commercial cooperation.
“The conversations taking place here are particularly valuable because they go beyond destination awareness and focus on tangible business opportunities. Face-to-face engagement creates trust, builds partnerships, and ultimately translates into increased visitor arrivals and stronger tourism connections,” a participating Ugandan tour operator said.
The event also attracted more than ten digital content creators and media representatives, reflecting the increasing role of digital storytelling and influencer marketing in shaping travel decisions globally.
Organisers said the participation of content creators presents an opportunity to broaden Uganda’s tourism visibility among Turkish audiences and strengthen destination marketing efforts through digital platforms.
Improved connectivity between Uganda and Türkiye has further enhanced tourism prospects, with direct flights operated by Turkish Airlines between Istanbul and Entebbe making travel more accessible.
Officials also pointed to streamlined visa processes that have simplified travel arrangements for Turkish visitors interested in exploring Uganda.
According to tourism stakeholders, Uganda’s sustained marketing efforts are beginning to yield results, with visitor arrivals from Türkiye increasing by approximately 150 percent in 2025 and surpassing 4,000 arrivals.
The Istanbul engagement marks another milestone in Uganda’s international tourism promotion strategy as the country seeks to diversify source markets, strengthen tourism partnerships and increase visitor arrivals from key global destinations.
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