Addis Ababa,— A delegation of Ugandan tourism stakeholders, led by Ms. Lilly Ajarova, Presidential Advisor for Tourism and Chief Executive Officer of the Uganda Tourism Board, has joined the Embassy of Uganda in Addis Ababa to showcase Destination Uganda at the Oromia Tourism Week (OTW) 2026.
The event, running from September 29 to October 1, 2026, at the Ethiopian Skylight Hotel, is being held under the theme “Digital Innovation for Inclusive Tourism.” Organised by the Oromia Tourism Commission under the Visit Oromia brand, OTW is a flagship tourism platform highlighting Oromia’s cultural heritage, natural attractions and tourism investment opportunities. It brings together tourism authorities, travel professionals, investors, businesses and visitors to promote sustainable tourism and strengthen the region’s position as a competitive destination.
The 2026 edition places particular emphasis on the growing role of digital innovation and artificial intelligence (AI) in tourism. According to figures cited during the event, AI could contribute between US$15.7 trillion and US$19.9 trillion to the global economy by 2030, while research indicates that 42 percent of travellers have already embraced or expressed interest in using AI in travel planning.
At the Uganda exhibition stall, Mr. Isa Kato, Vice President of the Uganda Tourism Association and Managing Director of Pristine Tours Ltd, described OTW as an important regional platform connecting international travel professionals, government representatives and investors. He said Uganda’s participation provides an opportunity to showcase the country’s tourism attractions, develop cross-border tourism partnerships and promote Ugandan value-added products across the wider Horn of Africa market.
The Ugandan delegation also attracted visitors through a virtual reality (VR) experience, demonstrating how digital immersion can enhance destination marketing and allow prospective travellers to experience attractions virtually before travelling.
Isaac Mulindwa, CEO of VAMOS – Africa Luxury Tours, observed that “digital immersion in marketing helps potential travellers make instant decisions.” He added that OTW goes beyond showcasing tourism assets by strengthening people-to-people connections and creating opportunities for investment and business partnerships.
Minister-Counsellor Margaret Kafeero, representing the Embassy of Uganda in Addis Ababa, welcomed the Uganda Tourism Association’s participation, describing the event as an important opportunity to market Uganda in Ethiopia, which she identified as a significant and largely untapped tourism market.
She noted that Ethiopia’s projected population of 138.9 million in 2026 presents considerable potential for expanding Uganda’s tourism outreach and strengthening people-to-people links between the two countries. “This is an opportunity of a lifetime,” she said.
Uganda’s participation in OTW 2026 underscores the country’s efforts to deepen regional tourism cooperation, embrace digital innovation and position the Pearl of Africa within emerging African travel markets.
The engagement also provides a platform for Ugandan tourism operators to connect with Ethiopian and international counterparts, explore new commercial partnerships and promote Uganda’s diverse tourism offering—from wildlife and primates to cultural heritage, adventure, nature and luxury experiences.
