Uganda Targets BENELUX Markets as Gorilla Roadshow Kicks off in Luxembourg
Uganda’s “Pearl of Africa” charm has officially arrived in Europe. Tuesday, February 24, 2026, marked the successful kickoff of the Pearl of Africa Gorilla Roadshow in Luxembourg City — a strategic initiative to showcase Uganda’s extraordinary tourism potential to the BENELUX region (Belgium, Netherlands, and Luxembourg).
Strengthening Ties in the BENELUX Region
Hosted by the Uganda Embassy in Brussels, this three-day event (February 24–26, 2026) is more than promotion — it’s a mission to build lasting partnerships in conservation and sustainable tourism. Delegates are engaging key buyers and operators in Luxembourg, Ghent (Belgium), and Utrecht (Netherlands) to position Uganda as a top destination for travelers seeking authentic, eco-conscious adventures.
A Powerful Delegation on the Ground
The mission includes 14 Ugandan tour operators and senior representatives from the Uganda Tourism Board (UTB) and Uganda Wildlife Authority (UWA). They are actively networking with European counterparts to:
- Explore new collaboration opportunities
- Expand Uganda’s footprint in the European travel market
- Share firsthand insights into Uganda’s crown jewels — from mountain gorillas in Bwindi to the wild beauty of Queen Elizabeth and Murchison Falls National Parks
Why Target Luxembourg?
Though small (population ~650,000), Luxembourg ranks among Europe’s top five economies by GDP per capita. Its citizens are high-spending, globally mobile travelers — ideal for Uganda’s premium, nature-based tourism offerings.
As the Ministry of Foreign Affairs noted: “Big opportunities often come in small markets.” This roadshow targets travelers who value sustainability, exclusivity, and cultural depth — all hallmarks of Uganda’s tourism brand.
A Commitment to Sustainable Growth
This initiative aligns with Uganda’s broader Economic and Commercial Diplomacy (ECD) strategy — moving beyond marketing to forge investment-grade partnerships. Tourism remains a cornerstone of national development, driving foreign exchange, job creation, and community empowerment.
As the roadshow continues through February 26, Uganda is not just promoting destinations — it’s building bridges to bring the world to the Pearl of Africa.
