Guangzhou, China – September 14, 2025 — Uganda has cemented its reputation as one of Africa’s most attractive destinations for Chinese tourists after a remarkable showing at the China International Tourism Industry Expo (CITIE) 2025 in Guangzhou.
The East African nation not only signed a landmark partnership with GZL International Conference and Exhibition Services Ltd—the event organisers—but also won the Best Organiser Award for the second consecutive year.
The three-day tourism showcase, held from September 12–14, is among China’s most influential platforms for international travel promotion.
This year, it drew over 40,000 visitors and more than 500 exhibitors from 50 countries, offering Uganda a valuable stage to market the “Pearl of Africa” directly to one of the world’s largest outbound travel markets.
Uganda’s Pavilion: A Blend of Culture, Coffee, and Business
Uganda’s pavilion stood out for its immersive cultural experience. Visitors were treated to vibrant Kiganda dance performances, a colourful fashion show of traditional attire, and interactive dance tutorials that drew large crowds. Beyond the cultural displays, the pavilion doubled as a business hub, hosting business-to-business networking sessions that connected Ugandan tour operators with Chinese travel companies and potential investors.
One of the standout innovations was a WeChat livestream session, where Ugandan officials and representatives from the Uganda Tourism Board (UTB) engaged directly with thousands of Chinese viewers online. The session allowed real-time interaction, with questions about Uganda’s wildlife, national parks, adventure tourism, and world-famous Arabica coffee answered on the spot.
Strategic Tourism Partnership with GZL
A major highlight of the Expo was the signing of a strategic cooperation agreement with GZL International Conference and Exhibition Services Ltd. The agreement is expected to boost Uganda’s visibility in China by expanding joint marketing campaigns, strengthening links between Ugandan and Chinese tour operators, and developing co-branded travel products tailored to Chinese tourists.
Officials noted that this partnership represents a turning point in positioning Uganda as a gateway to African tourism for Chinese travellers.
Awards and Impact
Uganda’s efforts were recognised during the Expo’s closing ceremony when the country was once again crowned Best Organiser, applauded for its creativity, organisation, and vibrant promotion strategy. The recognition follows tangible growth—Chinese visitor arrivals to Uganda have increased by 10% over the past year, a clear signal of rising interest in the East African destination.
Voices of Leadership
Speaking at the event, Uganda’s Consul General in Guangzhou remarked:
“CITIE provides an exceptional platform to share Uganda’s beauty, culture, and opportunities directly with the Chinese people. Each new partnership strengthens the bridge between our tourism industries.”
Ambassador Muheesi, Deputy Head of Mission at the Uganda Embassy in Beijing, emphasised the momentum:
“With a 10% increase in Chinese arrivals this year, the trend is undeniable. Uganda is ready to welcome more visitors and deepen cooperation with China.”
UTB’s Marketing Manager, Ms. Ida Wadda, underscored the opportunity:
“With China reopening and a renewed curiosity about Africa, Uganda has a golden chance to position itself as the destination of choice for Chinese travellers. Our cultural heritage, wildlife, and coffee make us truly unique.”
Looking Ahead
Uganda’s recognition at CITIE 2025 reflects a deliberate strategy to translate visibility into measurable growth—not only in tourism numbers but also in cultural exchange and investment opportunities. With its breathtaking landscapes, diverse wildlife, and strengthened partnerships in China, Uganda is steadily rising as the top African destination for Chinese travellers.