The Independent Uganda: You get the Truth we Pay the Price
Over 30 Businesses Explore Australian Market Partnerships
Brisbane, Australia | NEWS CORRESPONDENT | More than 30 tourism businesses gathered at the Brisbane Convention Centre this week as Ugandan tourism institutions and tour operators held business-to-business meetings with Australian travel companies, presenting Uganda’s attractions and exploring commercial partnerships aimed at growing the East African nation’s presence in the Australian market.
The engagements brought together representatives from the Uganda High Commission, Uganda Tourism Board, Uganda Wildlife Authority and a delegation of Ugandan travel agencies, who met with Australian travel businesses to discuss joint tourism packages, strengthen operator relationships and connect Uganda’s tourism products with Australian travellers.
Discussions centred on positioning Uganda as a destination offering “the depth, range and variety of Africa in one unique destination,” with the promise of “the adventure of a lifetime.”
Uganda’s High Commissioner to Australia, Dorothy Samali Hyuha, said the meetings were about turning destination promise into commercial reality.
“Uganda offers Australian travellers the depth, range and variety of Africa in one unique destination. Our task in Brisbane is to connect that promise with businesses that can bring travellers to Uganda,” she said.
“These B2B meetings put economic diplomacy into practice. By connecting Ugandan tourism businesses with Australian partners, we create pathways for bookings, investment and lasting commercial relationships.”
The High Commissioner added that Uganda’s tourism brand carries the country’s landscapes, culture, hospitality and enterprise, noting that “every partnership developed here has the potential to open markets for Ugandan businesses and opportunities for our people.”
Francis Nyende, Marketing Manager at the Uganda Tourism Board, said Uganda allows Australian travel businesses to offer richly varied journeys combining wildlife, cultural encounters, food and adventure within a single destination. He described Brisbane as a platform to understand what Australian travellers want and to build partnerships that translate Uganda’s attractions into “compelling, bookable itineraries.”
“Tourism creates business opportunities throughout the visitor’s journey. Accommodation providers, guides, transport operators and local enterprises all stand to benefit when these partnerships bring more travellers to Uganda,” Nyende said.
A presentation by the Uganda Wildlife Authority highlighted investment opportunities in the Queen Elizabeth Conservation Area. Joseph Muhereza, Executive Director of the Uganda Wildlife Authority, told delegates the area offers opportunities to develop quality and ultra-luxury eco-lodges in Ishasha, the North Crater Area and Kigezi Wildlife Reserve, inviting Australian investors to explore that potential.
“Our presentation in Brisbane highlighted opportunities for walking safaris, wilderness camps, boat excursions and houseboats along the Kazinga Channel. Uganda offers considerable scope for distinctive tourism experiences,” Muhereza said.
He added that proposed hot-air balloon experiences in Ishasha and ziplining in the North Crater Area and Kyambura Wildlife Reserve present further opportunities for partners to broaden Uganda’s adventure offering through responsible investment.
Penina Babirye of the Uganda Wildlife Authority emphasised the broader visitor experience, noting that Uganda’s wildlife is part of a much wider offering in which visitors can explore extraordinary landscapes, meet communities and discover the connections between conservation, culture and everyday life.
“Responsible tourism partnerships can support conservation while creating livelihoods. We want visitors to leave with lasting memories and communities to benefit from protecting the places that attract them,” Babirye said.
From the Australian side, Samantha van Eldik of Adventure World said Uganda’s variety gives the agency exciting possibilities for Australian travellers, with wildlife, landscapes and cultural experiences coming together in a journey with depth and a strong sense of place. She said meeting Ugandan tourism businesses in Brisbane helps build the relationships and destination knowledge needed to develop itineraries and recommend Uganda with confidence.
“The commercial opportunity lies in matching Uganda’s distinctive experiences with Australian travellers’ interests. Close collaboration with local partners is essential to delivering that experience well,” van Eldik said.
The meetings formed part of Uganda’s broader economic diplomacy efforts, linking tourism promotion with opportunities for investment, business growth and local employment. By connecting Ugandan operators directly with Australian travel partners, the initiative aims to turn destination awareness into bookings and position Uganda as a distinctive, commercially viable option for Australian travellers seeking varied African experiences.
With more than 30 businesses participating, organisers described the Brisbane engagement as a platform to strengthen Uganda’s destination brand and build the relationships needed to grow visitor numbers from Australia while generating opportunities for local tourism enterprises across accommodation, guiding, transport and community-based experiences.
