Uganda has reinforced its standing as a consistently high-performing tourism destination after receiving the Best Exquisite Destination Award at the Outbound Travel Mart (OTM) 2026, one of the world’s most influential travel trade exhibitions, held February 5–7 at the Jio World Convention Centre in Mumbai, India.
The award, presented to Uganda’s High Commissioner to India, Ambassador Prof. Joyce Kikafunda, underscores the country’s growing international recognition and sustained competitiveness in global tourism markets. Uganda’s participation was led by the Uganda Tourism Board (UTB), with Board Directors
Dr. Margeret Arach Ojara and Vincent Operemo heading the delegation alongside a technical team, and supported by key stakeholders including the Ministry of Foreign Affairs, Uganda Wildlife Authority, Uganda Airlines and private sector operators.
OTM, South Asia’s largest travel trade fair, attracted more than 50,000 industry professionals and over 2,200 exhibitors from more than 60 countries, placing Uganda’s win in a highly competitive global context. Tourism experts say the award signals not only destination appeal but also consistency in branding, product development and market engagement.
Vincent Operemo, who also serves as Strategic Planning Manager at the National Planning Authority, said the recognition aligns with Vision 2040, which positions tourism as a core driver of foreign exchange earnings, employment and inclusive growth. Tourism is one of the pillars under Uganda’s ATMS development strategy, alongside agro-industrialisation, mineral-based industrialisation, and science, technology and innovation.
At OTM 2026, Uganda showcased its signature strengths in wildlife, adventure and cultural tourism, anchored by its status as home to more than half of the world’s remaining mountain gorillas. The country’s tourism sector currently contributes about 7.3 percent to gross domestic product and supports over 1.5 million jobs.
The award comes at a time of strong sector recovery and expansion. During the 2024/2025 financial year, international tourist arrivals rose by 15 percent, generating an estimated $1.2 billion in revenue. This growth has been driven by improved transport infrastructure, expanded air connectivity, and sustained conservation investments.
Uganda’s recognition in Mumbai adds to a string of international accolades, including Best in Show – Africa at the January 2026 Travel & Adventure Expo in New York, highlighting the country’s consistent performance and proactive destination marketing. Authorities now target 2.5 million annual visitors by 2030, with a strategy focused on diversifying source markets beyond traditional regions.
As global competition for tourist flows intensifies, the OTM award is seen as a significant endorsement of Uganda’s long-term tourism strategy and its positioning as the “Pearl of Africa” on the world stage.
UTB