Uganda Courts Ethiopian Travellers at Oromia Tourism Week 2026
A Ugandan delegation led by Presidential Advisor for Tourism, Lilly Ajarova used immersive technology and cross-border diplomacy at Oromia Tourism Week to court travellers and investors from what officials call a largely untapped market.
Addis Ababa, Ethiopia — Uganda is deepening its footprint in East Africa‘s regional tourism market through a high-profile presence at Oromia Tourism Week (OTW) 2026, holding from September 29 to October 1 at the Ethiopian Skylight Hotel in Addis Ababa.
A delegation of Ugandan tour operators, led by Ms. Lilly Ajarova, Presidential Advisor for Tourism and former Chief Executive Officer of the Uganda Tourism Board, joined the Embassy of Uganda in Addis Ababa to showcase Destination Uganda under this year’s theme, “Digital Innovation for Inclusive Tourism.” The three-day fair examined the growing use of digital technologies and artificial intelligence in travel.
Organised by the Oromia Tourism Commission under the Visit Oromia brand — launched in 2019 to promote inbound travel to Ethiopia’s largest region — OTW brings together tourism stakeholders, investors, businesses, government officials and visitors to explore destinations, investment opportunities and sustainable tourism development across the region.
Selling Uganda Through a Virtual Headset
The delegation’s most eye-catching draw was a virtual reality experience that let fairgoers preview Ugandan landscapes and wildlife before ever booking a flight. Isaac Mulindwa, Chief Executive Officer of VAMOS – Africa Luxury Tours, said digital immersion helps potential travellers experience destinations virtually and make more informed decisions about where to go. Images from the Uganda stall showed Ethiopian tour operators trying on VR handsets while Ms. Ajarova and Mr. Mulindwa looked on.
At the exhibition stand, Mr. Isa Kato, Vice President of the Uganda Tourism Association and Managing Director of Pristine Tours Ltd, described the fair as a vital bridge for Ugandan businesses seeking partners in the Horn of Africa. “OTW is a premier regional tourism platform uniting international travel professionals, government officials and investors,” Kato said. He added that Uganda’s participation would help promote locally produced, value-added tourism products and develop cross-border partnerships.
“An Opportunity of a Lifetime”
Minister-Counsellor Margaret Kafeero, representing the Embassy of Uganda, welcomed the country’s participation and pointed to Ethiopia as an important but largely untapped source market. She said Uganda’s presence would raise awareness of its attractions among Ethiopian travellers and open doors for businesses on both sides to work together. “This is an opportunity of a lifetime,” she said.
The timing suits both parties. Uganda’s tourism industry has rebounded strongly since the pandemic, welcoming 1,642,215 international visitors in 2025 — a 19.7 per cent rise on the previous year and above pre-pandemic levels. With a large population, a growing economy and a strategic position in East Africa, Ethiopia represents a natural next market for Ugandan operators looking to grow regional arrivals rather than rely solely on long-haul visitors.
Ms. Ajarova also presented members of the Oromia Tourism Commission with a copy of her book Echoes of the Mountains of the Moon, a gesture underscoring the cultural dimension of the visit.
Why It Matters
Uganda’s presence at OTW 2026 signals a deliberate shift toward regional cooperation, digital innovation and inclusive growth. By engaging Ethiopian tourism stakeholders and consumers directly, Uganda aims to expand visibility for its tourism products while creating new openings for partnerships, investment and higher visitor arrivals from Ethiopia and the wider Horn of Africa.
For African destinations more broadly, the message from Addis Ababa is clear: brochures are no longer enough. As travellers increasingly plan, compare and book online, the countries that win the next generation of visitors may well be those willing to put a headset on them first.
