Uganda–Tanzania Tourism Roadshow Strengthens Regional Partnerships , Business Linkages

The Uganda -Tanzania Tourism Roadshow took place at the Hyatt Regency Dar es Salaam on 28^th April under the theme “Promoting Regional Tourism Partnerships & Business Linkages.”

Organized by the Uganda High Commission Dar es Salaam, the Roadshow convened tourism stakeholders from Uganda and Tanzania to deepen collaboration, promote joint destination marketing, and unlock cross-border business opportunities.

In her remarks, Deputy High Commissioner of Uganda to Tanzania, Amb. Elizabeth Allimadi, highlighted the importance of regional cooperation and the role of tourism in strengthening bilateral relations and economic growth. “By working together, we’re strengthening regional cooperation and regional value chains, enhancing destination competitiveness and creating a unified East African destination,” she said.

Amb. Allimadi emphasized that the Roadshow goes beyond showcasing tourism potential, positioning it as a platform for strengthening people-to-people connections and encouraging investment, while also inviting stakeholders to the upcoming Pearl of Africa Tourism Expo in Kampala.

The President of the Tanzania Association of Tour Operators (TATO), Mr. Willy Chambulo, underscored the importance of collaboration over competition stating that “Both Uganda and Tanzania are not competitors but are all aiming at selling markets.” Chambulo noted that improved infrastructure remains key to facilitating seamless tourism experiences across the region.

The Vice President of the Uganda Tourism Association (UTA), Mr. Isa Kato, emphasized the critical role of the private sector in advancing regional integration “Our leaders sign the treaties, but it is the private sector that must breathe life into them,” he said. Kato called for stronger partnerships to position East Africa as a single, competitive tourism destination.

Meanwhile, Mr. Francis Nyende, Marketing Manager at the Uganda Tourism Board (UTB), presented Uganda’s diverse tourism offerings, including mountain gorilla trekking, Big Five safaris, birding, and primate tracking experiences.

A key highlight of the Roadshow was the signing of two Memoranda of Understanding (MoUs): one between the Zanzibar Association of Tour Operators (ZATO) and the Uganda Tourism Association (UTA), and another between the Tanzania Association of Tour Operators (TATO) and the Uganda Tourism Association (UTA). The agreements underscore a shared commitment to promoting tourism development, strengthening regional partnerships, and advancing sustainable tourism growth across East Africa.

The MoUs outline collaboration in key areas including joint tourism marketing and promotion, business-to-business linkages, knowledge sharing, and capacity development. It also seeks to enhance cooperation through joint participation in trade fairs and roadshows, development of combined tourism packages, training programs, exchange of best practices, and sharing of market intelligence and research.

This partnership is expected to drive increased tourist flows, support innovation in tourism products, and further strengthen regional integration within East Africa’s tourism sector.

The Roadshow concluded with Business-to-Business (B2B) engagements and networking sessions between Ugandan and Tanzanian tour operators, fostering partnerships and strengthening regional tourism linkages.