By Jonathan Mbiriyamveka
Southern African travellers are becoming one of Uganda’s most valuable tourism segments, prompting a renewed push to deepen partnerships and accelerate travel flows between the two regions.
Speaking at the launch of the Uganda Travel Trade Roadshow – Southern Africa, Uganda’s High Commissioner to South Africa, Ambassador Paul Amoru, said travellers from the region offer “exceptionally strong yield and long-term growth potential,” citing spending patterns, preferences and historic growth trends.
Between 2004 and 2014, Uganda recorded a 69% increase in visitors from Southern Africa, significantly outpacing overall tourism growth. South African travellers alone grew by 32% and remain among the continent’s highest spenders.
“These visitors spend an average of US$1,250 per trip, which is roughly 30 percent higher than the typical international visitor,” Amoru said.
“Their interest in gorilla trekking, premium wildlife, cultural tours and multi-destination packages continues to rise.”
Tour operators on both sides say the appetite is driven by a mix of value, diversity and complementary safari experiences.
Uganda’s Big Five safaris, the Rwenzori Mountains, Source of the Nile excursions and the world-famous mountain gorilla encounters are increasingly attractive to well-travelled Southern Africans seeking new forms of adventure.
The nine-day roadshow—covering Johannesburg, Durban, Cape Town, Gaborone, Windhoek and Harare—aims to capitalise on this momentum by forging direct partnerships between Uganda’s 20 Destination Management Companies and Southern African agents, airlines and travel platforms.
Clair Mugabi, CEO Afrireps
Market analysts believe the region’s rising middle class, improved air connectivity and growing interest in intra-African travel place Southern Africa among Uganda’s most strategic tourism markets.
With seven Uganda Airlines flights a week linking Entebbe and Johannesburg, seamless access is driving increased enquiries.
As Amoru put it: “Southern Africa is not just another market—it is a high-value partner with whom we share cultural ties, economic linkages and a shared passion for wildlife, heritage and adventure.”
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