Uganda targets Ethiopian tourists at Oromia Tourism Week

What the report says

Uganda is presenting its tourism sector at Oromia Tourism Week 2026 in Addis Ababa, using the event to court Ethiopian visitors, build business links and highlight investment opportunities. According to Nile Post, the Ugandan delegation is taking part in the three-day forum at the Ethiopian Skylight Hotel, which runs from September 29 to October 1 and is organized by the Oromia Tourism Commission under the Visit Oromia brand.

The delegation includes Uganda Tourism Board chief executive and presidential adviser Lilly Ajarova. Ugandan tourism officials and operators are showcasing destinations and promoting locally made tourism products to attendees from Ethiopia and the wider Horn of Africa. Uganda Tourism Association vice president Isa Kato said the platform helps companies connect with travel professionals, investors and potential visitors, while also opening doors for cross-border tourism partnerships.

The report says Uganda is also using virtual reality demonstrations at its stall to give visitors a more immersive look at its attractions. Isaac Mulindwa of VAMOS-Africa Luxury Tours said digital tools can support destination marketing and encourage faster travel decisions. Margaret Kafeero, minister-counsellor at the Uganda Embassy in Addis Ababa, said Ethiopia is an important market for Uganda’s tourism sector and that participation in the event could raise awareness and create new commercial links.

More broadly, the story reflects a regional push to expand tourism beyond traditional source markets and to use digital promotion, including AI-related themes highlighted at the event, to reach new audiences.