Uganda is stepping up efforts to woo Japanese travelers, positioning itself as a new frontier for culture and adventure tourism.
During the just-concluded Aichi Tourism Expo 2025 in Nagoya, Uganda pitched its unique attractions from gorilla trekking and safaris to the country’s rich cultural heritage as it seeks to diversify its visitor base.
The Uganda Tourism Board (UTB), in partnership with Uganda’s Embassy in Tokyo, led the promotion drive, drawing interest from over 115,000 expo attendees.
Officials see Japan as a promising source market with high-spending, experience-driven tourists.
Uganda’s Ambassador to Japan, H.E. Tophace Kaahwa, revealed that nearly 1,000 Japanese visitors came to Uganda in 2024, but the target is to grow that figure to 10,000 by mid-2027.
“Our focus is the middle-class Japanese traveler with disposable income who values authentic, sustainable experiences,” she said.
To appeal to Japan’s tech-savvy population, Uganda’s showcase incorporated virtual and augmented reality, giving visitors immersive glimpses of cultural sites and wildlife adventures.
“We must meet Japanese tourists where they are, at the intersection of culture, technology, and sustainability,” noted Omulangira Joseph Mulondo of the Buganda Kingdom.
Tour operators such as Bic Tours highlighted packages combining the “big five” safari with boat cruises on the Nile, while freshly brewed Ugandan coffee at the stand offered a taste of the country’s hospitality.
UTB Chief Executive Officer Juliana Kagwa emphasized that Uganda’s consistent presence in international markets like Japan is crucial to boosting arrivals. “This is not a one-off,” she said. “We must keep Uganda top of mind for travelers seeking destinations that offer both adventure and authenticity.”
With strategic partnerships now in place with Japanese tourism associations and travel agents, Uganda is betting that its mix of wildlife, culture, and innovation will resonate with Japanese tourists looking beyond traditional destinations.
