Uganda is using its rich cultural heritage to open up Australia as a new tourism market, with traditional music, dance and fashion showcased at the Canberra Multicultural Festival.
Ugandan culture and traditions were on display during the popular festival, which attracts thousands of visitors from across Australia and brings together communities from different parts of the world. The event offered Uganda an opportunity to promote itself as a unique tourism destination beyond its well-known wildlife attractions.
Organised with the support of Uganda’s diplomatic mission in Australia and members of the Ugandan community living there, the cultural showcase featured traditional dances, crafts, local cuisine and colourful attire representing different regions of Uganda.
Tourism officials said culture plays a key role in attracting visitors because it allows people to connect emotionally with a destination. They noted that many Australians are increasingly interested in authentic cultural experiences, adventure tourism and community-based travel.
“Our culture tells our story and shows who we are as a people. It helps potential visitors understand Uganda beyond gorillas and national parks,” an official involved in the promotion said.
Australia is considered an important emerging market for Uganda’s tourism sector, especially as the country seeks to diversify its sources of international visitors. Uganda hopes to attract more long-haul tourists who tend to stay longer and spend more while travelling.
The cultural promotion also highlighted Uganda’s tourism products, including its national parks, historical sites, lakes, mountains and hospitality services. Visitors to the festival received information on travel opportunities and investment prospects in Uganda’s tourism sector.
Tourism is one of Uganda’s leading foreign exchange earners and a major source of employment. The government has prioritised international marketing campaigns to revive and grow the sector following global travel disruptions in recent years.
Officials said Uganda plans to continue using cultural diplomacy and international festivals to promote tourism in key global markets, positioning the country as a safe, diverse and welcoming destination.
