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Commentary | Firsthand impressions from London:Investment presentations are filled with numbers, ambitious promises, and polished PowerPoint slides. And then there are evenings when you leave believing in the people behind those numbers.
At The Langham Hotel in London, Uganda delivered something special after the close of the World Travel Market week: A private tourism investment dinner filled with smiles, optimism and an unmistakable love for the Pearl of Africa.
Jointly organized by the Ugandan government and Ibrahim Ayoub, Group CEO and Managing Director o f ITIC Ltd , Invest Tourism Ltd, and Daiichi Display, the gathering brought together senior Ugandan officials, potential investors from Libya, Mauritius, and other international markets, aviation leaders, and representatives of the global travel and tourism industry.
Among the guests was Lola Uña Cárdenas, Senior Advisor for Public Affairs and Government Relations, associated with the World Travel & Tourism Council (WTTC) and its commitment to diversity and gender equality. Uganda is a destination member of WTTC.
But the stars of the evening were Uganda’s tourism leadership and the confidence with which they invited the world to discover, visit and invest in their country.
A minister with a big task and an even bigger belief
Th e Hon. Susan Nsambu Nakawuki, Minister of State for Tourism, Wildlife and Antiquities, and Uganda Tourism Board CEO Juliana Kagwa presented a vision that went far beyond attracting another hotel brand or increasing visitor numbers.
Their message was simple: Uganda has extraordinary natural treasures, but its greatest asset may be its people.
Something about the presentation felt refreshing. The smiles did not feel rehearsed. The pride in Uganda seemed deeply personal.
Uganda was described as a country where visitors are welcomed with open arms, where strangers become friends and where guests may even receive a local name as a gesture of belonging. The Uganda Investment Authority’s presentation also highlighted the country’s recognition as the happiest in the East African region in a 2025 happiness ranking.
Whether happiness can truly be measured by an international index is another question. But the warmth in that London room certainly helped explain why Uganda wants to be known for its hospitality.
From chimpanzees to pineapples sweeter than Hawaii’s
Uganda’s investment pitch also came with delightful surprises.
Guests heard about chimpanzees sharing approximately 97% or more of their genetic makeup with humans, and pineapples described as sweeter than those grown in Hawaii, confirmed by Juergen Steinmetz, WTN Chairman and publisher of eTurboNews, who lived in Hawaii and tasted Ugandan pineapples. And there is the country’s exceptional coffee, bringing a coffee investor to the meeting.
One particularly enthusiastic claim was that most premium coffees that say “blended” include Ugandan coffee beans. It was the kind of statement that brought a smile, even if the sweeping claim would need independent confirmation.
And then there is Uganda’s geography. Although landlocked, Uganda is far from lacking water. Lake Victoria, Lake Bunyonyi and other lakes offer islands, waterfront destinations, boating and resort development opportunities.
Combine this with a generally pleasant year-round climate, mountain gorillas, chimpanzees, the Nile, national parks and extraordinary birdlife, and Uganda has a tourism product many destinations would envy.
The question is how to translate these advantages into sustainable tourism growth that benefits Ugandan communities.
An open invitation to international investors
The evening was not simply about selling holidays. Uganda wants international investment, particularly in quality accommodation, tourism infrastructure and new visitor experiences.
The Uganda Investment Authority’s 2026 presentation identified ten tourism investment segments, ranging from luxury safari lodges and gorilla-tracking accommodation to cultural tourism, conference facilities, lake resorts, digital booking platforms, agro-tourism and hospitality training.
Officials emphasized the country’s investor-friendly approach, including tax incentives, government assistance and potential access to land for major developments.
During the evening, guests heard particularly attractive proposals involving tax relief and, in certain circumstances, land support for five-star hotel projects.
British investors, including Lord Rami Ranger, who is the Chairman of Sun Mark Ltd and the Lord of Mayfair, member of the House of Lords participated in the discussions
However, investors should distinguish these opportunities from an unconditional promise of zero taxes or free land. Uganda’s published incentives identify specific exemptions for qualifying tourism equipment, vehicles and accommodation, while land arrangements and other concessions require project-specific confirmation.
Uganda also promotes a One Stop Center intended to simplify licensing, registration and administrative procedures. Its investment authority has set a target of issuing investment licenses within 24 hours. The representative of the Uganda parliament added that even if there is no rule for an investor’s request, this rule will be established – this is the Ugandan way.
For investors accustomed to complicated approval processes, that ambition is attractive.
And the message from Uganda’s representatives was clear: the country’s embassies, high commissions and investment agencies want to help make projects happen.
Culture, football and a reason to come home
Uganda’s tourism ambitions are not limited to wildlife and investment.
In a speech prepared for Uganda Night in London on November 4, State Minister for Tourism, Wildlife and Antiquities Susan Nsambu Nakawuki highlighted the cultural heritage of the Kingdom of Buganda, including traditional music, storytelling, cuisine, crafts and the UNESCO-listed Kasubi Royal Tombs.
Her message was that culture is not merely something to preserve. It can create employment, support local communities and give international visitors a deeper connection to Uganda.
The upcoming 2027 Africa Cup of Nations, which Uganda will co-host with Kenya and Tanzania, presents another opportunity to introduce the region to international visitors. The minister added Uganda was part of a combined East African visa regime that allows free travel between several countries, such as Kenya, Rwanda, among others, with just one visa- similar to the Schengen system.
The Ugandan diaspora was also encouraged to become ambassadors for the country, reconnecting with their heritage and inviting others to experience it. It is a beautiful idea: tourism beginning not with advertising, but with a personal invitation.
Uganda’s tourism challenge also includes Ebola-related travel concerns
Uganda’s optimism comes at a time when tourism faces genuine challenges. The ongoing Ebola outbreak in neighboring Democratic Republic of the Congo has created concern among travelers and international tourism partners.
There is, however, an important distinction. Uganda’s own 2026 outbreak was declared over by the World Health Organization an d the Centers for Disease Control and Prevention in Africa on August 27. The U.S. Centers for Disease Control and Prevention reported no active cases in Uganda as of November 1.
Nevertheless, some foreign travel advisories continue to include health precautions and warnings associated with the regional outbreak. Australia, for example, updated its Uganda advice on November 3, noting possible screening requirements and travel restrictions. Smartraveller
Uganda’s tourism representatives are hopeful that international perceptions and travel guidance will increasingly reflect the improved situation within the country.
Any changes to official advisories, however, remain decisions for the respective governments and health authorities. For Uganda, accurate communication will be just as important as marketing.
What stayed with me after the dinner
I have attended many tourism investment events over the years. Some impress with financial figures, others with beautiful destinations or ambitious development plans.
Uganda’s evening at The Langham impressed me for a different reason. It was the people.
Juliana Kagwa’s enthusiasm, the commitment expressed by Uganda’s government representatives and the energy that Ibrahim Ayoub helped bring together created an atmosphere in which investment felt less like a transaction and more like the beginning of a friendship.
Of course, investment still requires due diligence, viable projects, transparent agreements and confidence in long-term returns. A warm smile alone cannot build a five-star hotel.
But it can open a door. And that is perhaps what Uganda achieved in London.
For one evening, a landlocked East African nation made its guests feel invited into something much bigger than a business opportunity.
They were being invited to become part of Uganda’s future. And judging by the smiles around the room, they received that invitation warmly.
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