Uganda embassy, UTB market tourism potential at Belgium Travel Expo

BRUSSELS - Uganda’s vibrant tourism sector has taken centre stage at the Belgium Travel Expo (BTEXpo) 2025 in Nivelles and Ghent. 

Led by the Uganda Embassy in Brussels and the Uganda Tourism Board (UTB), the joint team showcased Uganda’s stunning landscapes, diverse wildlife, and rich cultural heritage, inspiring Belgian and European travellers to explore the Pearl of Africa.

BTEXpo is the annual gathering of leading travel companies in Belgium. With about 900 tour operarors or travel agency networks in the country, Belgium is known for its upmarket potential with over 20 million outbound holidays a year.

The majority of companies are nowadays focusing on premium and unique experiences away from the classical sun and beach.

The expo is one of the initiatives the government is taking to ensure that tourist numbers grow by leaps and bounds. (Courtesy Photo)

During the expo, agency owners and product managers come together to network with relevant travel industry partners able to assist with the creation of special products and off-the-beaten-track packages for their clients. A perfect moment to reach the key players.

 This 21st edition of the BTExpo networking event, running November 17-18, 2025, attracted over 1,000 decision-makers from the Belgian travel industry and 100 exhibitors from around the world. 

This year’s participation marks a significant milestone in Uganda’s efforts to promote its tourism within the BENELUX countries (Belgium, the Netherlands, and Luxembourg). 

The booth was lively with visitors eager to learn about Uganda’s renowned gorilla experiences, pristine national parks and authentic cultural festivals.

Special focus was given to Uganda’s expanding eco-tourism and sustainable travel options, in line with global tourism trends.

Exactly the type of products nowadays searched for by travel companies on the Belgian market, looking to provide unforgettable experiences to their clients.

 Uganda’s presence at the expo highlighted the country's proud heritage and dedication to promoting sustainable tourism that benefits local communities and boosts tourism in our country.

It fits perfectly with the trend of both travellers as companies looking for something new, according to a statement issued by the Embassy of Uganda in Brussels.

The expo is one of the initiatives the government is taking to ensure that tourist numbers grow by leaps and bounds.

According to tourism minister Tom Butime, Uganda’s tourism sector recorded a strong recovery in 2024 from the COVID-19 years, with international arrivals increasing by 7.7 per cent from 1,274,210 in 2023 to 1,371,895. He said the growth was mainly driven by Mainland Africa, which contributed 1,223,678 visitors, accounting for 89.2 per cent of all arrivals, with East Africa remaining the main source.

Butime recently said overseas markets also grew by 8.9 per cent, reaching 137,411 arrivals, led by Asia with 67,176 visitors, Europe with 39,596 and the Americas with 28,751, although their combined share rose only slightly from 10 per cent to 10.1 per cent.