Uganda has claimed the prestigious Best in Show – Africa award at the 2026 Travel & Adventure Show in New York, marking a major milestone in the country’s efforts to position itself as a high-value destination in the North American travel market.
The accolade followed Uganda’s standout performance at the January 25, 2026, edition of the Travel & Adventure Show, North America’s largest consumer travel exhibition, which attracts more than 150,000 visitors annually across multiple U.S. cities. Operating on a business-to-consumer model, the show allows destinations to engage directly with travellers actively planning their next trips.
Uganda’s participation in both the Washington, D.C., and New York editions generated high-quality travel leads, strengthened business linkages with tour operators, and significantly boosted the country’s visibility in one of the world’s most lucrative source markets.
At the centre of Uganda’s success was a vibrant and immersive stand that brought to life the destination’s brand promise as the “Pearl of Africa.” Visitors were drawn in by interactive experiences, including tastings of premium Ugandan coffee and Uganda Waragi, virtual-reality tours of national parks and landscapes, and compelling gorilla trekking showcases that consistently attracted large crowds.
The activations appealed not only to consumers, but also to travel advisors and media representatives, offering first-hand exposure to Uganda’s diverse tourism products and helping position the country competitively among long-haul destinations.
The award was the result of a coordinated effort led by the Uganda Tourism Board (UTB), working in close collaboration with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and private-sector tourism operators. Three Ugandan companies—Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges—represented the private sector, engaging with members of the Africa Tourism Association, overseas travel agents and tour wholesalers to ensure Uganda’s inclusion in premium African travel itineraries offered to U.S. clients.
Buoyed by the New York recognition, Uganda is set to continue its U.S. outreach with upcoming appearances at the South Florida Travel & Adventure Show from February 28 to March 1, 2026, followed by the Los Angeles edition on March 7 and 8. In addition, Uganda’s Mission in Washington, D.C., will host a Uganda Cultural Show, a business-to-business networking session, and a tourism investment meeting in Los Angeles on March 6, targeting investors, tour operators, and diaspora stakeholders.
UTB’s North America Marketing Manager, Francis Nyende, said the award reflects a deliberate strategic shift toward attracting high-value travellers rather than mass tourism.
“By engaging directly with discerning North American travellers, we are positioning Uganda as a destination for slow travel and deep ecological immersion,” Nyende said. “This value-over-volume strategy attracts visitors who invest more meaningfully in their journeys and stay longer, supporting local businesses and conservation.”
He added that high-spending, environmentally conscious travellers are critical to aligning tourism growth with Uganda’s Vision 2040 development targets, particularly as communities and ecosystems face increasing climate-related pressures.
“Today’s travellers from the USA want to know how their spending benefits host communities and protects nature. Uganda’s tourism model allows them to see that connection clearly,” Nyende noted.
From a diplomatic perspective, Benon Kayemba, Minister Counsellor for Economic and Commercial Diplomacy at Uganda’s Embassy in Washington, D.C., emphasised the importance of sustained destination marketing in a highly competitive global tourism environment.
“Travel is one of the largest U.S. services exports and drives significant global tourism flows. Consistent, positive messaging about Destination Uganda and its diverse products is vital to sustaining demand,” Kayemba said, adding that every Ugandan, at home or abroad, has a role to play in telling the country’s story.
Visitors to the stand were impressed to learn that Uganda offers almost everything Africa is known for—and more—within one compact and accessible destination, from gorilla trekking and birding to cultural tourism and adventure experiences.
Several American visitors shared testimonials that reinforced Uganda’s appeal as a repeat-visit destination. Mike Bergin, a birder who tracked mountain gorillas in Bwindi Impenetrable Forest during a birding expedition, described the experience as exceeding expectations.
“The gorillas were a bonus for me. My main interest was Uganda’s incredible birdlife—more than 1,000 species across the country,” Bergin said. “Seeing the Equator at Kayabwe was thrilling. I hope to return specifically to explore the mountain birds.”
Another visitor, Gina Norgard, said her travels to Uganda inspired her to establish a non-governmental organisation supporting communities living near gorilla habitats in the Virunga ranges.
“Visiting communities around Bwindi opened my eyes to how necessities we take for granted can be scarce,” Norgard said. “That experience inspired me to mobilise resources back home to help improve the lives of host communities that coexist with wildlife.”
As Uganda intensifies its presence in the U.S. market, tourism officials believe such stories—of conservation, community impact and authentic experiences—will continue to differentiate the country in a crowded global travel marketplace, turning awards and exposure into long-term tourism revenue and investment.
