(Guangzhou) – Uganda is actively seeking to attract more Chinese tourists to its stunning attractions, according to Oliver Wonekha, Uganda’s Ambassador to China. Wonekha made this appeal during the “Explore Uganda” Independence celebrations held on October 12 and 13, 2024, in Beijing and Guangzhou. The events aimed to promote Uganda’s tourism potential and cultural heritage to Chinese audiences and international guests.
The celebrations were jointly hosted by the Uganda Embassy in Beijing and the Consulate General in Guangzhou. They took place at the Kempinski Hotel in Beijing and at the Great Wall of China, both iconic venues that highlighted Uganda’s tourism offerings. The events featured over 300 guests, who were treated to an immersive showcase of Uganda’s renowned tourist attractions, including Murchison Falls, Bwindi Impenetrable Forest, the Rwenzori Mountains, and Lake Victoria.
During his address, Ambassador Wonekha emphasized Uganda’s appeal as a travel destination. He described the country as “the Pearl of Africa,” stating, “Our incredible wildlife, including the ‘Big Five,’ combined with our rich natural landscapes and welcoming people, make Uganda a top destination for Chinese travellers seeking adventure, culture, and relaxation.”
Ambassador Judyth Nsababera, Uganda’s Consul General in Guangzhou, also spoke at the event, stressing the importance of strengthening economic ties through tourism and investment. She noted, “Tonight’s celebration is a unique opportunity to showcase the vast potential that Uganda holds not only as a tourist destination but also as a growing hub for investment in sectors such as agro-processing, manufacturing, and mineral value addition.”
The cultural showcase included hourly performances of traditional Ugandan dances and featured a booth promoting Uganda’s key tourist sites, coffee, and crafts. The Badaling section of the Great Wall, one of China’s busiest tourist spots, served as the backdrop for this vibrant display. The event attracted between 50,000 to 65,000 visitors, who sampled Uganda’s premium coffee and received branded souvenirs, such as caps and water bottles adorned with images of Uganda’s top attractions.
The “Explore Uganda” campaign at both venues emphasized the country’s efforts to position itself as a key destination for Chinese tourists and investors. Ambassador Wonekha encouraged further collaboration, stating, “Let us continue to deepen our partnership in diverse fields, from tourism and trade to cultural exchanges. Together, we can build a prosperous future that benefits both Uganda and China.”
During these celebrations, both diplomatic missions reaffirmed their commitment to promoting Uganda’s tourism assets, high-quality coffee, and investment opportunities. This initiative aims to attract more Chinese tourists and investors to Uganda, further strengthening ties between the two nations.
The success of these events is expected to lead to increased Chinese tourist arrivals and enhanced trade and investment flows between Uganda and China. According to statistics from Uganda’s Ministry of Tourism, Chinese expenditure on travel abroad reached $196.5 billion last year, surpassing that of the United States, which stood at $150 billion. Last year, Uganda recorded 9,944 visitor arrivals from China, primarily for business purposes.
With these figures in mind, Uganda aims to secure a larger share of Chinese travel expenditure and enhance its profile as a premier tourist destination.