Destination Uganda has been awarded “Best in Show – Africa” at the 2026 Travel & Adventure Show in New York, in recognition of its immersive, experiential, and highly engaging destination showcase.
The award reflects a collective effort led by the Uganda Tourism Board (UTB), working in close collaboration with the Embassy of the Republic of Uganda in Washington, D.C., the Permanent Mission of Uganda to the United Nations in New York, and Uganda’s private sector tourism stakeholders.
An Immersive Showcase of the Pearl of Africa
Uganda’s participation at the Travel & Adventure Show strategically positioned the country as “The Pearl of Africa” through interactive and experiential activations that resonated strongly with visitors. The Uganda stand featured:
- Tastings of Uganda’s premium coffee and Uganda Waragi.
- Virtual reality experiences showcasing the country’s landscapes and wildlife.
- Compelling gorilla tourism experiences that highlighted Uganda’s unique biodiversity.
These activations attracted significant traffic from consumers, travel advisors, and media, providing firsthand exposure to Uganda’s diverse adventure, nature-based, and cultural tourism offerings.
Strengthening Uganda’s Presence in the U.S. Market
The Travel & Adventure Show is North America’s largest consumer travel event, attracting over 150,000 visitors annually and operating on a Business-to-Consumer (B2C) model. Uganda’s participation in both the Washington, D.C., and New York editions enabled direct engagement with travelers and the travel trade, generating quality leads and strengthening tourism business linkages within the United States market.
The United States remains one of Uganda’s key source markets, with Vision 2040 targeting over 200,000 American visitors annually. Participation in high-impact platforms such as the Travel & Adventure Show continues to play a critical role in driving demand, increasing brand visibility, and reinforcing Destination Uganda’s presence in North America.
Industry Endorsement and Global Visibility
During the event, renowned American travel journalist and broadcaster Peter Greenberg, producer of the Hidden Uganda documentary, visited the Uganda stand and encouraged Americans to explore the destination. He described Uganda as a beautiful country with great weather and diverse tourism experiences, further amplifying Uganda’s appeal to the U.S. travel market.
A Win for Destination Uganda
Winning “Best in Show – Africa” at the 2026 Travel & Adventure Show underscores Uganda’s growing reputation as a world-class, experiential tourism destination and validates the country’s strategic approach to destination marketing through storytelling, engagement, and authentic experiences.
The recognition reinforces Uganda’s commitment to showcasing its natural beauty, culture, adventure, and hospitality on the global stage.
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