UTB positions Uganda as Africa’s ultimate adventure hub
Speaking at a lively event on September 18, 2025, organised with the Netherlands Embassy and Adventure Tourism Uganda, Kagwa painted a rosy verbal picture of Uganda as a premier African destination offering the full package.
UTB CEO Juliana Kagwa assures the deputy Head of Mission Bouwe-Jan about Destination Uganda's appeal to tourists from anywhere in the world. This was during the launch of the Adventure Uganda magazines at the head office. (Photo by Titus Kakembo)
By Titus Kakembo
Journalists @New Vision
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Uganda is stepping boldly onto the global tourism stage, and the Uganda Tourism Board CEO (UTB) CEO, Juliana Kagwa, says the Pearl of Africa has more to offer than most travellers imagine.
Speaking at a lively event on September 18, 2025, organised with the Netherlands Embassy and Adventure Tourism Uganda, Kagwa painted a rosy verbal picture of Uganda as a premier African destination offering the full package.
“Uganda is more than just wildlife. We are proud to boast the ‘Big Seven’- that’s the traditional Big Five you’ll find in Kenya or South Africa, plus chimpanzees and mountain gorillas. Then use the hospitable people. It’s truly a 360-degree adventure,” paused Kagwa for the point to drive home.
The Dutch Embassy was equally upbeat. Deputy head of mission Bouwe-Jan Smeding noted that tourism is not only about beautiful landscapes, but also jobs and opportunities.
UTB CEO Juliana Kagwa and the deputy Head of Mission Bouwe-Jan have a photo moment during the launch of the Adventure Uganda magazines at the head office. (Photo by Titus Kakembo)
“With Uganda’s young population, the potential for job creation and sustainable growth through tourism is enormous,” he said, adding that the Netherlands continues to back training for local operators and access to European markets.
And if you think Uganda has shown all its cards, think again. Martijn Harlaar, director of Eye Opener Works - the team behind the brand-new Adventure Uganda magazine - said the glossy publication is designed to shine a spotlight on Uganda’s hidden gems.
“For five years, we’ve been working to develop and promote adventure products - from hiking trails to cultural experiences - that remain largely unknown to the world,” Harlaar explained.
The launch of Adventure Uganda signals a fresh push to reposition the country as the ultimate hub for adventure, nature, and culture. From gorilla trekking to adrenaline sports, village homestays to highland hikes, Uganda wants to show that it’s not just a safari stop - it’s a complete journey.