From Ghent to Utrecht: The Pearl of Africa Concludes Its BENELUX Journey

Uganda’s mission to share the “Pearl of Africa” with the BENELUX region has officially come to a successful close. After a vibrant kickoff in Luxembourg City and a culturally immersive evening in Ghent, Belgium, the Gorilla Road Show reached its final destination: Utrecht, Netherlands.

Reflecting on the Journey

The roadshow has been a whirlwind of strategic diplomacy and networking across three key European hubs:

• Day 1 (Luxembourg): Engaged high-spending travelers in one of Europe’s strongest economies, where the focus was on building initial awareness in a market that values security and premium experiences.
• Day 2 (Ghent): Team Uganda took networking to a new level at Publiek Authentiek. The evening featured a sumptuous spread of authentic Ugandan cuisine and highlighted the Belgian market’s strong brand loyalty and adventurous culinary palate.

The Grand Finale in Utrecht

The final stop at De Landgoederij in Utrecht brought together over 80 Dutch travel trade professionals. Currently, Uganda captures roughly 3% of the Dutch travel market, signaling massive growth potential for a niche destination that offers authentic, sustainable, and experience-rich journeys.

Key Insights into the Dutch Traveler:

According to tourism consultants TXH Agency, the Dutch market presents a unique opportunity for Ugandan operators because Dutch travelers are:

• Independent and Nature-Focused: There is a growing interest in outdoor adventures and solo travel.
• Culturally Curious: They seek meaningful connections and themed trips.
• Active: There is a rising trend in “run-cations” and sports tourism alongside traditional safaris.

A Vision for Inclusive Growth

Throughout the tour, the message from Uganda’s leadership remained consistent. In her keynote address, Her Excellency Ambassador Mirjam Blaak, Uganda’s Ambassador to the BENELUX and the EU, reaffirmed the central role of tourism in the country’s inclusive economic growth and job creation.

“Tourism is central to Uganda’s inclusive economic growth, job creation, and conservation efforts,” Amb. Blaak stated. She emphasized the critical importance of international partnerships in “promoting responsible travel and strengthening market access,” assuring the Dutch trade of Uganda’s commitment to being a stable and welcoming partner.

Similarly, CEO of Uganda Tourism Board, Juliana Kagwa emphasized Uganda’s positioning as a quality-driven and sustainable destination, focusing on long-term conservation impact.

“We are focusing on deepening partnerships that support inclusive tourism growth and long-term conservation impact. Our message is that Uganda offers meaningful travel rooted in nature, culture, and sustainability. We are not just selling a destination; we are inviting partners to join us in preserving it.”

Supported by GoU ECD funding, this roadshow has done more than just expand market reach; it has reinforced a shared commitment to conserving Uganda’s natural heritage for generations to come.

As the BENELUX Gorilla Road Show concludes, the message to our European partners is clear: The Pearl of Africa is ready to welcome you with nature, culture, and sustainability at its heart.