Uganda is stepping up efforts to woo Japanese travelers, positioning itself as a new frontier for culture and adventure tourism. The Uganda Tourism Board (UTB), in partnership with Uganda’s Embassy in Tokyo, led the promotion drive, drawing interest from over 115,000 expo attendees. Tophace Kaahwa, revealed that nearly 1,000 Japanese visitors came to Uganda in 2024, but the target is to grow that figure to 10,000 by mid-2027. To appeal to Japan’s tech-savvy population, Uganda’s showcase incorporated virtual and augmented reality, giving visitors immersive glimpses of cultural sites and wildlife adventures. “We must meet Japanese tourists where they are at the intersection of culture, technology, and sustainability,” noted Omulangira Joseph Mulondo of the Buganda Kingdom.