Uganda Secures Major Tourism Deal in China, Wins Recognition at CITIE 2025
Weere Timothy– Guangzhou / Kampala, September 2025
Uganda’s tourism sector has received a significant boost following the signing of a landmark partnership deal in Guangzhou, China, at the China International Tourism Industry Expo (CITIE) 2025. The country was also recognized with a prestigious award for innovation in eco-tourism and cultural promotion.
Led by the Uganda Tourism Board (UTB), the delegation presented Uganda’s natural beauty — from gorilla trekking in Bwindi to the cultural heritage of Buganda, Bunyoro and Busoga — positioning Uganda as a must-visit destination for Chinese and Asian travelers.
The Deal
The agreement includes joint marketing campaigns targeting Chinese outbound tourists.
Uganda will establish direct tourism promotion offices in Beijing and Shanghai.
Focus will be on wildlife conservation tourism, cultural tourism, and adventure travel.
Why It Matters
China is the world’s largest outbound tourism market, with over 150 million travelers annually. A fraction of this market could transform Uganda’s tourism earnings, which currently stand at about USD 1.6 billion annually.
Officials say this could create more jobs for Ugandans in hospitality, tour guiding, crafts, and transport, while also boosting foreign exchange inflows.
Challenges Ahead
Infrastructure gaps in Uganda remain a bottleneck: poor roads to national parks, high airfares, and limited hotel facilities.
Visa processing and marketing consistency will be key to turning interest into actual arrivals.
“Uganda is ready to welcome the world. This partnership with China cements our place on the global tourism map.” — Lilly Ajarova, CEO, Uganda Tourism Board.
