New York, USA — Destination Uganda has emerged as a standout success on the global tourism stage after winning the prestigious “Best in Show – Africa” award at the 2026 Travel & Adventure Show in New York, North America’s largest consumer travel exhibition.
The award recognizes Uganda’s immersive and experiential destination showcase, which captivated audiences and positioned the country as “The Pearl of Africa.” The achievement was the result of a strong collaborative effort led by the Uganda Tourism Board (UTB), in partnership with the Embassy of Uganda in Washington, D.C., the Permanent Mission of Uganda in New York, and Uganda’s private sector tourism stakeholders.
Uganda’s stand attracted high visitor traffic through engaging activations that brought the destination to life. Visitors experienced tastings of Uganda’s premium coffee and Uganda Waragi, virtual reality journeys through the country’s iconic landscapes and wildlife, and compelling gorilla trekking experiences that showcased Uganda’s unique adventure and nature-based tourism offerings. These interactive experiences drew consumers, travel advisors, and international media, generating strong interest and valuable business leads.
The Travel & Adventure Show, which attracts over 150,000 visitors annually, operates on a Business-to-Consumer (B2C) model, providing Uganda with a powerful platform to directly engage travelers and the travel trade. Uganda’s participation in both the Washington, D.C. and New York editions strengthened tourism business linkages, enhanced market visibility, and expanded demand within the U.S. market.
The United States remains one of Uganda’s key source markets, with Vision 2040 targeting over 200,000 American visitors annually. Strategic participation in high-impact platforms such as the Travel & Adventure Show continues to drive destination awareness, boost brand equity, and reinforce Uganda’s growing presence in North America.
Adding to the momentum, renowned American travel journalist and broadcaster Peter Greenberg, producer of the Hidden Uganda documentary, visited the Uganda stand and encouraged Americans to explore the country, describing Uganda as a beautiful destination with great weather and a remarkable diversity of experiences.
This recognition underscores Uganda’s rising profile as a world-class travel destination and reaffirms the country’s commitment to delivering authentic, immersive, and sustainable tourism experiences to the global market.
