KUALA LUMPUR, Malaysia — Uganda and Malaysia have set an ambitious goal to exchange over 5,000 tourists annually by 2026, a key focus of discussions at the Pearl of Africa Trade and Tourism Expo in Malaysia. Investors from Malaysia and other ASEAN nations attending the event expressed strong interest in collaborating with their Ugandan counterparts to achieve this target.
Throughout the expo, speakers emphasized the need for tourism sector players from both regions to forge strategic partnerships. A key strategy discussed was leveraging digital platforms and artificial intelligence to unlock new markets and stimulate tourism growth.
Tuan Uzaidi Udanis, representing the Tourism Alliance of Malaysia, highlighted the transformative potential of technology. “These platforms allow sector players to scale fast while increasing global reach and transforming players into digital entrepreneurs,” Udanis said. He passionately advocated for mutual promotion, stating, “Let’s focus on promoting each other—because who is better to sell Uganda than Malaysian tour companies, and who is better placed to sell Malaysia to Ugandans than Malaysian operators?”
Udanis underscored the evolving nature of travel, where authentic local experiences are highly valued. “Experiences are what people remember, what they pay for, what they feel. It’s the stories that help to connect people, with tourism connecting hearts,” he noted.
Earlier in the forum, Robert Mukiza of the Uganda Investment Authority addressed attendees, outlining the various incentives and opportunities available for investment in Uganda’s tourism sector. The forum also featured presentations from Cathy Wabomba of the Uganda Chamber of Energy, along with representatives from the Uganda Tourism Board and the Private Sector Foundation of Uganda.
The cultural richness of Uganda was showcased during a gala dinner, where attendees were treated to traditional Ugandan cuisine. The Ndere Troupe captivated the audience with a vibrant display of Ugandan dances, including the lakaraka from the north, bakisimba from the central region, and ekitagurro from western Uganda. A Malaysian cultural troupe also performed a traditional martial arts dance, providing a cultural exchange that capped the Pearl of Africa Business Forum and Expo 2025 in Malaysia. The strong emphasis on tourism and the clear target for tourist exchange underscore the commitment of both Uganda and Malaysia to strengthening ties in this vital sector.
