Uganda Signs Landmark Tourism Deal in China, Wins Top Honour at CITIE 2025

Uganda has signed a landmark tourism partnership with GZL International Conference and Exhibition Services Ltd, organisers of the China International Tourism Industry Expo (CITIE), cementing its presence in one of the world’s fastest-growing travel markets.

The agreement, signed in Guangzhou during CITIE 2025, will boost Uganda’s promotion in China, strengthen tour-operator linkages, and create joint initiatives to grow travel flows between the two nations.

The Expo held at the China Import and Export Fair Complex, attracted over 40,000 visitors, more than 100 destinations, and 500 tourism providers from across 50 countries.

Uganda once again stood out as a star attraction with cultural performances, traditional fashion showcases, business-to-business sessions, and interactive livestreams that drew thousands of online viewers.

A highlight of the event was Uganda being crowned Best Organiser for the second year running, a recognition of the country’s outstanding efforts to market the “Pearl of Africa” to the Chinese audience.

Ambassador Judyth Nsababera Uganda’s Consul General in Guangzhou said the partnership marks a turning point.

“CITIE provides an exceptional platform to share Uganda’s beauty, culture, and opportunities directly with the Chinese people. Last year’s participation already led to a successful group tour to Uganda, and each new partnership strengthens the bridge between our tourism industries.”

Chinese visitor arrivals to Uganda have grown by 10% compared to last year, a trend the Uganda Tourism Board and the Embassy believe is just the beginning.

Ambassador Geoffrey Muheesi, Deputy Head of Mission at the Uganda Embassy in Beijing, affirmed, “With a 10% increase in Chinese arrivals this year, the momentum is clear. Uganda is ready to welcome more visitors and deepen cooperation with China.”

Uganda’s back-to-back win at CITIE underscores its rising profile in the Chinese market and signals stronger people-to-people exchanges, cultural appreciation, and business opportunities between the two countries.