Written by Beth Rowan of Tapestry Travel
In June, six U.S.-based travel advisors embarked on a journey to Uganda, hosted by the Ugandan Embassy in Washington, D.C., and Ambassador Robie Kakonge, Uganda’s Ambassador to the United States. The group represented a wide spectrum of experience: some had traveled extensively across Africa, a few had been to Uganda before, others had trekked gorillas, and one advisor was stepping onto the continent for the very first time.
While the trip was billed as a familiarization (FAM) journey, the scope was far greater. The advisors were asked to provide feedback directly to the Ugandan Embassy and the Ministry of Foreign Affairs—insights that would help shape Uganda’s strategic tourism plan and marketing message to the U.S. market. No small task.
The initiative began earlier in the year when Ambassador Kakonge and Andrew Wegoye, of Hornbill Treks and Safaris (based in both Kampala and New Jersey), began discussing how to reframe Uganda’s positioning for American travelers. As the conversations evolved, Andrew, knowing my longstanding passion for Uganda, invited me to join the effort. Over months of collaboration, a plan emerged: the Ambassador would bring in key stakeholders, Andrew would oversee logistics, and I would gather a select team of travel advisors able to think strategically beyond the typical FAM. Together, we would experience Uganda firsthand—and help chart its tourism story.
https://www.tapestry-travel.com
https://www.hornbillafricansafaris.com
Our “dream team” of advisors convened in Entebbe, Uganda’s gateway, and gathered at Latitude 0 in Kampala, a stylish newcomer on the city’s hotel scene. We launched the trip with a dinner alongside leaders in tourism, conservation, and government. The energy in the room was palpable—Uganda is a nation investing in its future, with new high-end properties and infrastructure underway. Our mission was clear: to experience the country through a traveler’s eyes and offer constructive, honest feedback.
Uganda: The Primate Capital of the World
One message resonated with all of us: Uganda’s unmatched primate experiences. Widely known as the “Primate Capital of the World,” the country offers opportunities to see a variety of species—from golden monkeys to chimpanzees to the iconic mountain gorillas.
While gorilla trekking is a bucket-list adventure, the advisors agreed it’s only part of the story.
“Gorilla trekking takes your breath away. Chimp trekking gets your heart racing,”
said Abbey Meyer of Altitude Travel.
Each primate encounter is distinct, offering travelers both awe and adrenaline.
The expertise of Uganda’s rangers elevated every trek. In Kibale Forest, our ranger Bosco captivated us with detailed knowledge of chimpanzee behavior and social dynamics.
“The stories told as we tracked gave us incredible insight into their politics and relationships—and then we watched it all unfold right before us,”
shared Erica Boucher of International Yoga Travel.
A Warm Welcome at Every Turn
Beyond the wildlife, the advisors were struck by Uganda’s people. Smiles and warmth greeted us everywhere. For me, it’s what drew me back to Uganda again and again—the feeling of coming home.
As veteran African traveler Pam Biller of World Travel and Events noted:
“Of all the places in Africa I’ve traveled, Uganda just has the nicest people.”
Community interactions remain authentic in most of Uganda. We laughed with the banana beer maker in a small village. We helped smash coffee beans with the “Coffee Momma” at her home. We planted trees with a young community member committed to preserving an area near his home to help prevent wildlife conflict.
We visited a secondary school outside of Kampala founded by Wegoye’s mother, the Awegys School. Necoh Mitchell of LaVon Private Luxury spoke for us all when she said:
“Seeing those beautiful babies with the least amount of material things, yet the biggest smiles, was amazing. Knowing that they were doing their best to apply themselves to their schooling and to make their families proud, made me proud.”
Wildlife Beyond the Gorillas
Uganda is far more than primates. Across its national parks, travelers can enjoy full-scale safari experiences, including the Big Five. A boat cruise along the Kazinga Channel revealed one of the world’s largest concentrations of hippos. Bird enthusiasts will find more than 600 species, including the prehistoric-looking shoebill. Spotting the endangered Nubian giraffe (formerly Rothschild’s giraffe) was another highlight.
“People should know they can do a complete safari in Uganda—it’s so much more than gorilla trekking,”
added Boucher.
https://www.thealtitudeteam.com
https://www.internationalyogatravel.com
https://www.worldtravelandevents.com
https://www.lavonprivateluxury.com/start
Hospitality and Lodging
The team was impressed by the growth of premium and luxury accommodations. Each property offered distinct character, yet all shared a genuine commitment to hospitality. Small touches—like boot cleaning after treks or staff quietly ensuring we reached our rooms safely—spoke volumes.
Areas for Growth
Like any emerging destination, Uganda has areas to strengthen. Road conditions are continuing to improve, especially around cities and major towns. The bush plane network has improved but I, personally, am hoping for a wider expansion. Reducing permit numbers in certain areas could enhance exclusivity. Further conservation investments would help reduce human-wildlife conflict and support ranger initiatives. These are challenges, but none deterred our willingness to return or send clients.
Magical Moments
Uganda lingers in the heart because of the quiet, magical moments that seem to happen everywhere. These are the moments that connect travelers to the country in a way that feels profoundly personal—experiences that stay with you long after you’ve left.
Sometimes these moments are lighthearted, like when a lodge employee—who had quickly become a friend—turned on all the jets in our end of the pool and then dissolved into laughter at our surprised reactions. Other times they’re subtle, as when the greeting at our welcome dinner shifted from “nice to meet you” for first-time visitors to “welcome home” for those returning.
And then there are moments that are deeply moving. For our only first-time traveler to the African continent, Necoh Mitchell, one such moment came during a conversation with a member of Gorilla Doctors, the extraordinary team of veterinarians dedicated to the care and preservation of Uganda’s gorilla population. Necoh reflected:
“As a Black American woman, I don’t have details about my heritage. I’ve always wondered how indigenous Africans would view me. The first thing Fred said was that I looked like his aunt. I told him my story, and he replied, ‘We are family.’ I immediately broke down in tears. It was as if fifty years of an unknown tension was released. I was healed from the pain in my heart.”
Uganda: The Pearl of Africa
Uganda has a way of staying with you. Its lush green landscapes, extraordinary wildlife, and warm, welcoming people create a destination that feels alive in every sense.
As Mayla Melo of First in Service reflected:
“Uganda feels like it is life itself—baby animals, children with big smiles everywhere—it’s just life itself.”
It’s no wonder Winston Churchill once called Uganda the “Pearl of Africa.” A little grit, some perseverance, a lot of brilliance—and a gem that continues to shine.
Contact Information
-
Beth Rowan: beth@tapestry-travel.com
-
Abbey Meyer: abbey@thealtitudeteam.com
-
Erica Boucher: erica@internationalyogatravel.com
-
Pam Biller: pam@worldtravelandevents.com
-
Mayla Melo: mayla@f1s.com
-
Necoh Mitchell: necoh@lavonluxurytravel.com
-
Andrew Wegoye: andrew@hornbillafricansafaris.com
