Uganda has been crowned “Best in Show – Africa” at the 2026 Travel & Adventure Show held at the Javits Convention Centre in New York, North America’s largest consumer travel exhibition.
The award recognises Uganda’s immersive and interactive showcase that brought the country’s tourism offering to life through premium coffee and Uganda Waragi tastings, gorilla-themed experiences, and virtual reality journeys highlighting Uganda’s diverse landscapes, wildlife, and culture.
According to the Ministry of Foreign Affairs, the recognition followed high visitor traffic, strong media interest, and meaningful engagement with travellers and travel advisors throughout the exhibition.
Uganda’s participation was led by the Uganda Tourism Board, in partnership with the Embassy of Uganda in Washington, D.C., the Uganda Consulate in New York, and private sector stakeholders. The coordinated effort positioned Uganda as a compelling and competitive destination within the United States travel market.
The Permanent Mission of Uganda to the United Nations described the award as a testament to the country’s “unmatched beauty, culture, hospitality, and tourism experience,” noting that visitors were able to see, taste, and feel the Pearl of Africa through interactive displays and immersive technology.
Uganda also participated in the 2026 Travel & Adventure Shows in Washington, D.C. and New York, delivering strong business-to-consumer results. These engagements strengthened tourism business linkages, generated quality travel leads, and significantly boosted Uganda’s brand visibility.
The United States remains a priority source market under Uganda’s Vision 2040, with officials noting that strategic global engagements such as the Travel & Adventure Show are key to building sustained tourism demand and unlocking long-term growth opportunities for the sector.
