Uganda has stepped up efforts to penetrate the European travel market following a landmark tourism symposium in the Danish capital, aimed at strengthening ties with Nordic and Baltic travel stakeholders.
The inaugural Uganda Tourism Symposium, held on March 25, 2026, brought together tour operators, diplomats, investors, and media under the theme of building sustainable tourism partnerships.
Organized by Uganda’s embassy in Denmark, the event positioned Uganda as a competitive and sustainable destination for long-haul travellers.
Participants from the Uganda Tourism Board, the Ministry of Foreign Affairs, and private sector players showcased the country’s diverse offerings, including wildlife safaris, cultural heritage, and adventure tourism.
Speaking at the event, UTB Senior Brand Officer Daniel Irunga underscored Uganda’s commitment to deepening ties with European markets.
“Destination Uganda is committed to deepening business partnerships with Nordic and Scandinavian tour operators and travel advisors, while positioning the country as a safe, competitive, and sustainable destination for Nordic travellers,” he said.
The symposium also served as a business-to-business platform, fostering partnerships aimed at increasing tourist arrivals from countries such as Denmark, Sweden, Norway and Finland, as well as the Baltic states.
Uganda’s Ambassador to the Nordic and Baltic region, Margaret Otteskov, highlighted the strategic importance of the market, noting a growing appetite for authentic travel experiences.
“The Nordic market is characterised by a strong outbound travel segment with a growing interest in authentic, nature-based and socially responsible tourism experiences,” she said.
“Through economic and commercial diplomacy, we remain committed to developing this market and strengthening Uganda’s tourism presence in the region.”
The engagement is part of Uganda’s broader strategy to diversify its tourism source markets and attract high-value travellers, with a strong emphasis on sustainability, partnerships, and experiential travel.
The Copenhagen symposium is expected to open new commercial pathways for Uganda’s tourism sector, as both public and private players intensify efforts to position the country more prominently on the global tourism map.
