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ZANZIBAR, September 27, 2026 — Uganda is showcasing its tourism attractions and strengthening business partnerships with tourism players from across Africa at the Africa Tourism Private Sector Alliance (ATPSA) Tourism Roadshow 2026, taking place in Tanzania from September 27–30.
Held in Zanzibar and Arusha forthcoming, the roadshow, dubbed, “The Marketplace for Connecting Intra-Africa Travel Sellers and Buyers” brings together tourism buyers and sellers from across the continent under the theme “Africa for Africa Tourism”, providing a platform for tourism businesses to promote destinations, establish partnerships, and explore new markets.
Uganda is participating through a joint initiative involving the Uganda High Commission in Dar es Salaam, the Uganda Consulate in Arusha and the Uganda Tourism Board (UTB), alongside a delegation of Ugandan tour operators.
The B2B sessions have attracted tourism stakeholders from Tanzania, Malawi, South Africa, Kenya and Botswana, creating opportunities for Ugandan operators to engage directly with potential business partners and promote tourism products.
Uganda’s marketing emphasis is on highlighting destination attractions, collaborations for AFCON and synchronizing itineraries, encouraging stakeholders to explore more.
A first time participant, Faith Gertrude of Bush wander Experiences DMC said she has achieved her goal of “Networking and looking for business partners.”
The “Africa for Africa Tourism” theme highlights the potential of intra-African travel, encouraging Africans to discover destinations, cultures, wildlife and experiences within the continent.
Uganda’s participation is also aimed at strengthening cooperation among tourism businesses and encouraging the development of multi-country itineraries that can enable travellers to experience several African destinations during one trip.
The B2B engagements provide Ugandan tour operators with an opportunity to showcase their products, establish commercial contacts and explore new sales opportunities in regional and continental markets.
The roadshow’s programme in Zanzibar and Arusha is further providing a platform for tourism businesses to connect with stakeholders in Tanzania and beyond.
“Our joint ambition should be to turn international attention into visitor arrivals, longer stays, and lasting economic and investment values. We must not simply wait for the world to notice Zanzibar. We must give the world compelling reasons to visit, explore, and return to Zanzibar”
said Dr. Aboud Suleiman Jumbe, the Permanent Secretary of the Ministry of Tourism and Heritage in Zanzibar and chief guest.
Mr. Jumbe encouraged tour operators, hoteliers, airlines, travel agents and tour guides to develop attractive, well-coordinated packages that connect these major events with Zanzibar’s coastal experiences, cultural heritage, and hospitality quality through the APTSA roadshow and upcoming major events next year, such as AFCON, Miss World, and ITO.
Uganda’s participation reflects its continued efforts to increase the visibility of its tourism attractions, strengthen regional tourism partnerships, and promote the country as an attractive destination within the growing intra-African tourism market.
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