&w=64&q=75)
The celebrations kicked off on 12th October with a grand reception at the Kempinski Hotel in Beijing, attended by over 300 guests.
The guest of honour, H.E. Amb Xue Bing, Special Envoy for the Eastern Horn of Africa, joined other high-ranking diplomats and officials. H.E. Ambassador Oliver Wonekha, Uganda's envoy to China, passionately promoted the country’s tourism offering.
She highlighted Uganda’s natural beauty and unique experiences, including its rich wildlife such as the ‘Big Five’ and its diverse landscapes, which make it a top destination for Chinese tourists seeking adventure and relaxation.
The event also featured a showcase of Uganda’s world-famous coffee, alongside cultural performances by Ugandan dancers, providing an immersive introduction to the country’s attractions.
The evening displayed iconic tourist sites like Murchison Falls, Bwindi Impenetrable Forest, and the Rwenzori Mountains, leaving a lasting impression on the guests. Ambassador Judyth Nsababera, Consul General of Uganda in Guangzhou, stressed the event’s importance in strengthening economic ties between Uganda and China.
She pointed out Uganda’s potential not only as a tourist destination but also as a hub for investment in sectors such as agro-processing and mineral value addition.
On 13th October, Uganda’s cultural showcase moved to the Badaling section of the Great Wall of China, a world-renowned tourist destination that sees tens of thousands of visitors daily. At this iconic location, Ugandan cultural dancers performed regularly throughout the day, captivating the large crowds.
A visually striking booth, featuring Uganda’s key tourist destinations and crafts, further engaged visitors. Samples of Uganda’s premium coffee were also offered, alongside branded souvenirs like caps and water bottles, further promoting the image of Uganda as a must-visit destination for Chinese tourists.
The "Explore Uganda" campaign aligned with Uganda’s broader economic transformation agenda, with tourism and coffee exports highlighted as key drivers of sustainable growth.
Uganda’s tourism sector is positioned to play a significant role in creating jobs and boosting foreign exchange earnings, while coffee remains a top income source for rural households. The two-day event was an important step in strengthening Uganda’s visibility in the Chinese market and building new partnerships for both tourism and investment.
In her closing remarks at the Great Wall, Ambassador Wonekha emphasised the need for continued collaboration between Uganda and China, noting that both countries can benefit from deepening partnerships in tourism, trade, and cultural exchange.