The Uganda Tourism Board (UTB) and Team Destination Uganda have secured a major international accolade: “Best in Show – Africa” at the prestigious Travel & Adventure Show held January 24th – 25th, 2026 at the Jacob K. Javits Convention Center in New York.
This North America’s largest consumer travel event attracted over 150,000 travel enthusiasts, advisors, and media professionals seeking authentic adventure destinations.
Uganda’s standout booth earned the top Africa honor thanks to its highly immersive, experiential design that brought the Pearl of Africa vividly to life.
Immersive Experiences That Captivated Thousands
Visitors flocked to the Uganda stand for:
- Premium Ugandan coffee and Uganda Waragi tastings
- Virtual reality journeys through dramatic landscapes and wildlife hotspots
- Compelling gorilla trekking simulations highlighting Bwindi Impenetrable National Park
- Striking visuals of lions, mountain gorillas, the Nile, and cultural heritage
These interactive elements created long queues and generated enthusiastic buzz among American travelers and trade professionals, reinforcing Uganda’s reputation for world-class adventure, primate safaris, and genuine hospitality.
The award-winning presentation resulted from strong public-private collaboration led by the Uganda Tourism Board, together with: –
- Embassy of Uganda in Washington, D.C.
- Permanent Mission of Uganda to the United Nations in New York
- Leading private-sector partners including Site Tours and Travel, Vamos Tours and Travel, and Crystal Safari Lodges
Boosting Uganda’s Presence in the Lucrative United States of America Market.
The United States remains one of Uganda’s fastest-growing source markets. Under Vision 2040, the country targets over 200,000 American visitors annually.
Winning “Best in Show – Africa” significantly enhances brand visibility, builds trust with travel advisors, and drives direct bookings for gorilla permits, wildlife safaris, Nile adventures, and cultural experiences.
“Destination Uganda has won the “Best in Show – Africa” award for its immersive and experiential showcase at the Travel & Adventure Show. This achievement was the result of a collective effort. This win reinforces Uganda’s growing presence in the United States market and our promise of authentic adventure, culture, and warmth.” Uganda Tourism Board official statement.
What’s Next for Destination Uganda in North America?
The momentum continues. Uganda will maintain strong visibility with upcoming appearances at:
- South Florida Travel & Adventure Show – February 28th March 1st, 2026
- Los Angeles Travel & Adventure Show – March 7th – 8th, 2026
- Special Uganda Cultural Show, Business to Business meetings, and Tourism Investment Forum hosted by Uganda’s Mission in Washington, D.C. on March 6th, 2026 in Los Angeles
These events offer fresh opportunities for tour operators, media, and high-value travelers to connect directly with Uganda’s tourism ecosystem.
Plan Your Pearl of Africa Adventure Today
Whether you dream of standing eye-to-eye with mountain gorillas, rafting the Nile, tracking chimpanzees, or discovering vibrant cultures, Uganda delivers experiences found nowhere else on Earth. Book with us at Responsible Tourism Company for an unforgettable experience.
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