Dai Bin | Uganda's example of fostering China-Africa tourism cooperation

On January 21, with the approval of the Ministry of Culture and Tourism and at the invitation of the Ministry of Tourism, Wildlife and Antiquities of Uganda, Dai Bin, President of the China Tourism Academy, went to Uganda to attend the China-Uganda Cultural and Tourism Cooperation and Exchange Seminar and delivered a keynote speech entitled "Uganda Model for Cultivating China-Africa Tourism Cooperation". The full text is shared as follows:

Dear Minister Butinme, Ambassador Zhang Lizhong, Ambassador Voneka, colleagues in the tourism industry, and friends from the media,

At the invitation of the Ministry of Tourism, Wildlife and Antiquities of Uganda, with the approval of the Ministry of Culture and Tourism of China, and with the strong assistance of the Chinese Embassy in Uganda and the Embassy of Uganda in China, my colleagues and I, as well as representatives of well-known travel agencies such as China Travel, Caesar, Tianyue, Yuanjing, Huacheng, Spring and Autumn, Comfort, Southeast, and Easy Travel, successfully visited Uganda, the "Pearl of Africa". In Kampala, a capital city with splendid cultural and historical heritage, magnificent lake scenery and perfect business environment, we received warm reception from all sides and were invited to participate in the 2025 China-Uganda Cultural and Tourism Cooperation and Exchange Seminar jointly organized by the Ministry of Tourism, Wildlife and Antiquities of Uganda and the Chinese Embassy in Uganda. The welcome ceremony and artistic performances during the forum, especially the Chinese culture in the eyes of the Ugandan people just now, left a deep impression on me. I was deeply moved by their beauty, enthusiasm, kindness and warmth. I feel that my colleagues and I came late, and my compatriots came too little. There is a saying in China, "Good food is not afraid of being late" and "Friends are not afraid of being many". Based on the previous research, data analysis and local investigation, I look forward to reaching the following consensus with you: tourism plays an increasingly important role in the strategic process of China-Africa cultural exchanges and economic and trade cooperation, and will play a more active role in the revitalization of the "Global South" that rises for development and thrives for development. With the joint efforts of the diplomatic, cultural, tourism, civil aviation, business and other departments and industries of China and Uganda, Uganda is expected to become an important destination for Chinese outbound tourism and a model case for China-Africa tourism exchanges and cooperation in the near future.

01

China-Africa tourism exchanges have historical experience and a practical basis

Reading thousands of books and traveling thousands of miles have been the fine traditions of the Chinese nation since ancient times, and traveling abroad is especially desirable. According to the historical book "Tongdian", the first Chinese to set foot in Africa was Du Huan in the Tang Dynasty. In the 1850s, Du Huan set out from Basra, the capital of the Arab Empire at that time, crossed the Suez Isthmus through Egypt and arrived at the African neighboring country of Morocco. In the 14th century, two great world-class travelers, Wang Dayuan of China and Ibn Battuta of Morocco, set out from Quanzhou and Tangier respectively and eventually set foot on each other's starting point. The "Island Barbarians" and "Ibn Battuta's Travels" they left behind vividly recorded the natural landscapes and cultural customs seen during the journey, and witnessed the long-standing cultural exchanges between China and Africa and the long-term exchanges and mutual admiration and respect between the people. Limited by historical conditions such as economic development level and transportation infrastructure, cross-border travel across the ocean is still an experience for only a very small number of people. With the advancement of technology, market expansion and cultural exchange, more and more people are joining the process of travel and tourism, and more and more people are able to walk freely on this blue planet.

The friendship between countries lies in the friendship between peoples; the friendship between peoples lies in frequent exchanges. From 1405 to 1433, Zheng He made seven voyages to the West and four to Africa. Ma Huan and other attendants gave vivid descriptions of the location, climate, residents and customs of the East African city-states visited by the fleet, which made the Chinese people's knowledge and understanding of Africa far surpass that of previous generations. During this period, China mainly exported silk, porcelain and other products to Africa, and imported spices and grassland animals from Africa. As South African President Mbeki said, the Chinese fleet's visit to African ports brought mutually beneficial cooperation, rather than the destruction and despair brought by the slave trade and colonialism that came with the Europeans. Equality, mutual benefit and exchange and mutual learning have been the cultural genes of Chinese overseas travel since ancient times, and are also the guiding ideology for the prosperity and development of the global tourism industry.

A bosom friend in need brings a distant land closer. After the founding of the People's Republic of China, Premier Zhou Enlai visited Africa on behalf of the first generation of Chinese leaders and proposed the Five Principles of China's Relations with African Countries and the Eight Principles of China's Foreign Aid, laying the political foundation for the development of China-Africa relations. In March 2013, President Xi Jinping visited Africa for the first time. He stressed that "China and Africa have always been a community of shared destiny. Our common historical experience, common development tasks and common strategic interests have closely linked us together." He also proposed the four-character concept of "sincerity, affinity and sincerity" for China-Africa friendly cooperation, pointing out the direction for the further deepening and development of China-Africa relations. From aiding the construction of the Tanzania-Zambia Railway, implementing the G20 debt relief initiative, to promoting African countries and the African Union Commission to join the joint construction of the "Belt and Road", from the Forum on China-Africa Cooperation Summit to more and more African countries joining the BRICS cooperation mechanism or becoming BRICS partner countries, China-Africa cooperation has been steady and far-reaching. The 2024 Beijing Summit of the Forum on China-Africa Cooperation adopted the "Beijing Declaration on Building an All-Weather China-Africa Community with a Shared Future in the New Era" and the "Forum on China-Africa Cooperation-Beijing Action Plan (2025-2027)", which provided an action program for cooperation between China and African countries including Uganda. Using culture as a bond and tourism as a bridge to promote people-to-people exchanges has become a broad consensus in all areas of China-Africa economic and social development.

At the opening ceremony of the 2024 Beijing Summit of the Forum on China-Africa Cooperation, President Xi Jinping solemnly announced that China's bilateral relations with all African countries with which it has diplomatic ties have been elevated to the level of strategic relations, and the overall positioning of China-Africa relations has been elevated to the all-weather China-Africa community with a shared future in the new era. Political mutual trust is the basis for the sustainable growth of bilateral tourism exchanges and the guarantee for the high-quality development of tourism cooperation. After nearly 70 years of hard work, China-Africa relations are at their best in history. In recent years, Chinese companies have added and upgraded nearly 100,000 kilometers of roads, more than 10,000 kilometers of railways, nearly 1,000 bridges, and nearly 100 ports for Africa, greatly changing the transportation landscape of Africa. It can be predicted that with the in-depth implementation of the Belt and Road Initiative, the improvement of African infrastructure will be accelerated in the future, which will provide a more solid hardware foundation for the deepening of China-Africa tourism exchanges and cooperation. All signs indicate that China-Africa tourism exchanges and cooperation are ushering in a historical opportunity period of scale growth and quality improvement.

The breadth of China-Africa cultural exchanges and tourism cooperation has been continuously expanded, the frequency has been steadily increasing, and the degree has been continuously deepened. In terms of cultural exchanges, China-Africa cooperation has held brand activities such as "National Year", "Cultural Year", "Happy Spring Festival", "China-Africa Cultural Focus" and "Understanding China". Cultural and art institutions and major cities in 53 African countries have joined alliance mechanisms such as the Silk Road International Theater Alliance, Museum Alliance, Art Festival Alliance, Film Festival Alliance, Library Alliance, Art Gallery Alliance and Silk Road Tourism City Alliance. In terms of tourism exchanges, China has signed bilateral tourism cooperation documents with 31 African countries and established 166 pairs of friendly cities with Africa. 34 African countries have become destinations for Chinese citizens' group outbound tourism, of which 23 countries have officially launched Chinese citizens' group tourism business. There are 4 African countries and regions where Chinese citizens can enter without a visa, and 12 countries where visas are issued on arrival. Tourism plays an increasingly critical role in China-Africa cultural exchanges and plays an increasingly important role. The combined population of China and Africa accounts for about one-third of the world's total population. In 2019, the number of mutual visits between China and Africa exceeded one million. Chinese tourists love Africa's natural scenery, history, culture and folk customs. During the winter and summer seasons and public holidays such as the Spring Festival, Labor Day and National Day, travel information about Africa will be a hot word in online searches. In the summer of 2024, the number of Chinese tourists' bookings to Africa increased by nearly two times year-on-year, and orders during the National Day holiday increased by 168% year-on-year. As an emerging overseas tourist destination, Uganda, the "Pearl of Africa", has attracted the enthusiastic attention and experience of Chinese outbound tourists.

02

China-Ukraine tourism exchange data grows steadily, and quality continues to improve

The high political mutual trust, frequent cultural exchanges and close economic and trade exchanges between China and Uganda have laid a solid foundation for tourism exchanges and cooperation between the two countries. In 1962, China and Uganda formally established diplomatic relations. In June 2019, President Xi Jinping and President Museveni agreed to upgrade China-Uganda relations to a comprehensive cooperative partnership. In September 2024, the relationship between the two countries was upgraded to a comprehensive strategic cooperative partnership. As early as June 2006, China and Uganda issued a joint communiqué to clarify the consensus on strengthening tourism exchanges and cooperation. In 2023, the trade volume between the two countries reached a new high of US$1.305 billion. In June 2024, the Dragon Boat Race on the shores of Lake Victoria marked the entry of Chinese culture into the life of the local community.

With the rapid recovery of global international tourism, China-Uganda tourism exchanges and cooperation are ushering in a new strategic opportunity period. With its rich natural resources and unique cultural charm, as well as its active role in multilateral cooperation mechanisms such as the Forum on China-Africa Cooperation and the BRICS cooperation mechanism, Uganda should also become a pioneer and demonstration area for China-Africa tourism cooperation. In recent years, the Ugandan government's continuous investment in tourism infrastructure construction, tourism brand promotion, human resources training, etc., coupled with its active role in the framework of bilateral and multilateral mechanisms and close cooperation with China, will surely further enhance its status and role in China-Africa tourism cooperation.

In recent years, the number of tourists visiting each other between China and Uganda has shown a rapid growth trend. According to the monitoring data of the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), from 2010 to 2018, the number of Ugandan tourists to China remained at more than 10,000 per year, and exceeded 20,000 for the first time in 2019. According to data from the Ugandan Ministry of Tourism, Wildlife and Antiquities, the number of Chinese tourists visiting Uganda was close to 20,000 in 2016. Driven by the "Africa fever", the number of Chinese tourists visiting Uganda has rebounded rapidly in the past two years. China has become the fourth largest source market outside of Africa and an important overseas long-distance source market.

Figure 1 Number of visits between China and Ukraine and their trends

China's tourism to Uganda has considerable growth potential. In 2024, only 2.9% of Chinese outbound tourists visited Africa, which means that less than 3 out of every 100 Chinese outbound tourists chose to travel to Africa, and among the tourists visiting Africa, tourists to Uganda accounted for only about 1 percentage point. In addition to sightseeing, leisure and vacation needs, many Chinese citizens travel to Uganda for business or labor dispatch. Nearly 70% of them come from East China, South China and Central China, where foreign trade and personnel exchanges are relatively frequent. According to the big data monitoring of the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), residents of 168 cities in China have traveled to Uganda in 2024, accounting for 45.0% of the sample cities. The source cities cover a wide range, but the number of tourists is relatively insufficient. Among them, the number of tourists to Uganda in 60 cities is less than 30 people throughout the year. It can be seen that Uganda is still a relatively niche tourist destination for China.

Chinese tourists generally have a positive perception of Uganda and are attracted by its unique charm. Uganda has 10 national parks and is home to the endangered mountain gorillas. It is a paradise for adventure lovers around the world. With the nourishment of Lake Victoria, Uganda has a pleasant climate and rich biodiversity, making it an ideal place for people and nature to live in harmony. On mainstream Chinese social media, Uganda is called "a seriously underestimated travel country", "a forgotten tourist paradise", "the friendliest African country" and "a niche secret in Africa" ​​by Chinese netizens, attracting more and more Chinese tourists to experience it. With the improvement of the road transportation system and tourism public service system, there is a clear growth trend in the number of Chinese tourists traveling to Uganda for free, in-depth and self-driving tours.

At the same time, we should also see that Uganda still has a lot of room for improvement in terms of national reputation, tourism publicity and market promotion, transportation infrastructure, urban public services, and tourism reception system construction and operation. Above the landscape is life. Today's tourists want both beautiful scenery and a good life. For Chinese tourists with relatively rich travel experience, natural scenery and cultural heritage alone are not enough. Chinese tourists do not have a deep understanding of Uganda, and their brand awareness is insufficient. They are relatively hasty in traveling outside the capital Kampala. According to the big data monitoring of the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), Chinese tourists will stay in Uganda for an average of 3.0 days in 2024. "Poor road conditions", "no digital payment, inconvenient currency exchange", "unsatisfactory sanitary conditions of gas stations and toilets", etc., have affected the experience and satisfaction of Chinese tourists to a certain extent. The uncertainty in the land ownership system and its implementation process has also affected the enthusiasm of various resources to invest in Uganda's tourism industry.

03

Promoting sustainable growth and high-quality development of China-Uzbekistan tourism

Increase tourism publicity and policy coordination for the Chinese market. By holding various tourism exhibitions, seminars, and special promotion meetings, the emotional cognition of travel agents of the two countries can be effectively enhanced, and the space for business cooperation can be expanded. Today's China-Uganda Cultural and Tourism Cooperation and Exchange Seminar is very good, which can build more and better cooperation platforms for investment institutions, travel agents and non-governmental organizations. Make good use of the friendly city mechanism to promote exchanges between local governments and cities. In addition to megacities such as Beijing, Shanghai, Guangzhou, Shenzhen, Suzhou, Chongqing, Chengdu, and Tianjin, Changsha and Wuhan, which are paired with Entebbe, and Shenyang, which is paired with Jinja, are all source areas with great potential for Chinese tourists. They also have a demonstration and driving effect on surrounding areas, and should be the key areas for Uganda's tourism promotion at present and in the future. As a friendly city of Mbarara, Sanya City has development experience worth learning from and sharing in the construction of seaside, island and marine tourism destinations, as well as the layout of the global tourism market and the promotion of key markets. Close cross-border cooperation with neighboring countries such as Kenya, and coordinate with the "Great Lakes countries" to jointly promote the "one trip, multiple stops" tourism routes in China. Pragmatically advance policy coordination in the fields of tourism, culture, diplomacy, immigration, etc., and co-host a Cultural Tourism Year with China when appropriate.

Effectively improve the convenience of mutual visits by tourists and the sense of quality of tourism. For remote markets with different cultural backgrounds, the convenience of visas, immigration, customs clearance and the perfection of civil aviation, hotels and catering are often more important than the uniqueness of natural and historical and cultural heritage. Promote the signing of a visa exemption agreement for tourist groups by the diplomatic and immigration departments of the two countries, implement visa facilitation policies such as unilateral visa exemption, transit visa exemption, and one visa for multiple entries, promote direct flights between China and Uganda and implement flexible and changeable civil aviation policies such as code sharing, direct baggage check-in, and tourist charter flights, and attract more flights to and from Central Africa to stop and transfer at Entebbe Airport. International hub cities such as Beijing, Shanghai, and Guangzhou have opened direct flights with cities such as Addis Ababa, Cairo, Algiers, and Nairobi. It is recommended that under the coordination of the central government, the transportation connection with the above-mentioned airport cities, especially Addis Ababa and Nairobi, be accelerated. In response to the practical concerns of Chinese tourists, focus on strengthening the construction of hotels, homestays, tourist attractions and resorts, and tourist toilets, and increase the number of Chinese tour guides, guides, and interpretation systems.

Pragmatically promote exchanges and cooperation among investment institutions, market entities, market surveys and professional research institutions. Investment institutions, market operators and service brands are the key forces in the construction of international tourist destinations. Tourism statistics, data analysis and professional research are the basic guarantee for the high-quality development of modern tourism. With the arrival of tourists from China and other countries and regions around the world, Uganda needs to increase world-class tourist cities and blocks, tourist attractions and resorts, themed tourist routes, high-quality tourism products and service brands, and continuously improve consumer convenience and financial payment systems. My colleagues and I are willing to assist the Ugandan side in conducting special surveys on the Chinese outbound tourism market so that destination marketing agencies and the private sector can better understand the demand preferences and consumption characteristics of Chinese tourists, and submit special reports to the embassy and the Ministry of Tourism on a regular basis. We are willing to introduce the current status of Uganda's tourism development to the "Top 20 Chinese Tourism Groups" and promote cooperation between investment institutions and host entities. We are also willing to promote Uganda's tourism education and training institutions to cooperate with the 26 branches and research bases of the China Tourism Academy across the country to provide corresponding professional courses and training programs. We are also willing to work with our partner, Zheyi Company, to promote the "Welcome Chinese" project in Uganda, so that more cities, blocks, airports, museums, scenic spots and hotels can be known by Chinese tourists. Representatives of several well-known travel agencies who came together this time will discuss the needs of mid- to high-end tourists and their changing trends, and put forward practical suggestions for better reception of Chinese tourists. They are all professional and pragmatic entrepreneurs. This time they brought the task of resource investigation, route design and the desire for business cooperation, and they will soon come again with more tourists.

“Those who share the same aspirations do not consider mountains and seas as far away” and “True friends are those who share the same journey”. With the consensus on tourism development, the planning guidance of the government and the concerted efforts of travel agents, we have the confidence and ability to build Uganda into a pioneer and demonstration area for China-Africa tourism cooperation.

Cultivating the Uganda Model

for China-Africa Tourism Cooperation

January 21, 2025, Kampala

Honorable Minister Butime, Ambassador ZhangLizhong,HEWonekha

Distinguished colleagues in the tourism industry,and media friends,At the invitation of the Ministry of Tourism,Wildlife and Antiquities of Uganda, and with the approval of the Ministry ofCulture and Tourism of China, I, along with my colleagues and representativesfrom well-known travel agencies such as GZL International Travel Service Ltd.,Beijing Caissa International Travel Service Co. Ltd., Gui Zhou Tian Yue TourismGroup, Hangzhou Yuanjing International Travel Agency Co., Ltd., HCGInternational Travel Group Co., Ltd., Shanghai Spring International TravelService (Group) Co., Ltd., and Liaoning Comfort International Travel ServiceCo. Ltd., successfully embarked on our first visit to Uganda, the "Pearlof Africa." In the vibrant capital city of Kampala, known for its richcultural history, magnificent lake landscapes, and well-developed businessenvironment, we were warmly received by all sectors. We were also invited toattend the Uganda-China Tourism and Cultural Symposium 2025, jointly organizedby the Uganda Ministry of Tourism, Wildlife and Antiquities and the ChineseEmbassy in Uganda.In particular, the Chinese culture in the eyes of the Ugandan people just now: their beauty, enthusiasm, kindness and warmth, I was deeply moved, feeling that my colleagues and I came too late, and my compatriots came too little.As a Chinese saying goes, "A good word is never too late."Based on preliminary research, data analysis, andon-the-ground investigations, I look forward to reaching the following consensuswith you: Tourism plays an increasingly important role in China-Africapeople-to-people exchanges and economic cooperation. It will play an even moreactive role in the revitalization of the "Global South", which isrising and flourishing for development of developing economies. With the jointefforts of both the Chinese and Ugandan governments, including the Ministriesof Foreign Affairs, Culture, Tourism, Civil Aviation, and Commerce, as well asindustry professionals, Uganda is poised to become an important destination forChinese tourists and a model for China-Africa tourism exchange and cooperationin the near future.I. China-Africa Tourism Exchange: HistoricalExperience and a Solid Foundation in Reality"Reading ten thousand books and traveling tenthousand miles" has always been a fine tradition of the Chinese nation,and travelling abroad has long been a cherished aspiration for many. Accordingto the Chinese historical text Tong Dian, the first Chinese person to set footin Africa was Du Huan of the Tang Dynasty. In the 750s, Du Huan set out fromthe capital of the Arab Empire, Basra, and traveled across the Suez Isthmus andthrough Egypt to reach the Molin Nation in Africa, named by him. In the 14thcentury, two great world travelers – China‘s Wang Dayuan and Morocco‘s Ibn Battuta respectively departed fromQuanzhou and Tangier, ultimately arriving at each other‘s starting points.Their works, The Concise Record of Island Indigenous peoples and The Travels ofIbn Battuta, vividly documented the natural landscapes and cultural customsthey encountered, witnessing the long history of China-Africa culturalexchanges and the long-standing friendship and mutual respect between thepeoples.Due to historical constraints such as economicdevelopment levels and transportation infrastructure, transcontinental travelwas once an experience for only a few. However, with the advancement oftechnology, the expansion of markets, and the growth of cultural exchanges,more and more people are now participating into travel and tourism activities,and increasingly, people are able to freely explore this blue planet.The Friendship of Nations Begins with the Affinityof People; The Affinity of People Is Built on Frequent Interactions. From 1405to 1433, Zheng He made seven maritime expeditions and visited Africa fourtimes. His attendants, such as Ma Huan, provided vivid descriptions of thelocations, climate, inhabitants, and customs of the East African city-states,greatly expanding the Chinese understanding of Africa, far beyond that ofprevious generations. During this period, China primarily exported silk,porcelain, and other goods to Africa, while importing spices and wildlife fromthe continent. As the President of South Africa, Thabo Mbeki once said, theChinese fleet‘s visits to African ports brought mutually beneficialcooperation, unlike the destruction and despair brought by the European-ledslave trade and colonialism. Equal benefit and exchange of knowledge havealways been part of the cultural DNA of Chinese overseas travel and remain theguiding principles for the prosperity and development of global tourism.True friendship knows no distance. After thefounding of the People‘s Republic of China, Premier Zhou Enlai, as arepresentative of the first generation of Chinese leadership, visited Africaand proposed the Five Principles of China-Africa relations and the EightPrinciples of China‘s foreign aid, laying the political foundation for thedevelopment of China-Africa relations. In March 2013, President Xi Jinping madehis first visit to Africa, emphasizing that China and Africa have always been acommunity of shared destiny, bound together by common historical experiences,common development tasks, and common strategic interests. He also introduced thePrinciples of Sincerity, Real Results, Amity and Good Faith for China-Africafriendship and cooperation, providing guidance for the further deepening anddevelopment of China-Africa relations. From the construction of the TAZARARailway to the implementation of the G20‘s Debt Service Suspension Initiative,from promoting the participation of African countries and the African UnionCommission in the Belt and Road Initiative to Summit of the Forum onChina-Africa Cooperation, and the increasing number of African countriesjoining the BRICS or becoming BRICS partner countries, China-Africa cooperationhas made steady progress. In 2024, the the Beijing Summit of the Forum onChina-Africa Cooperation adopted the Beijing Declaration on Jointly Building anAll-Weather China-Africa Community with a Shared Future for the New Era and theForum on China-Africa Cooperation Beijing Action Plan (2025-2027), providing anaction blueprint for China-Africa cooperation, including with Uganda. Usingculture as a link and tourism as a bridge to promote mutual understanding hasbecome a broad consensus in various fields of China-Africa economic and socialdevelopment.At the Opening Ceremony of the Beijing Summit ofthe Forum on China-Africa Cooperation, President Xi Jinping solemnly announcedthat China has elevated its bilateral relations with all African countries to astrategic level, and that the overall positioning of China-Africa relations hasbeen upgraded to an all-weather China-Africa community with a shared future forthe new era. Political mutual trust is the foundation for the sustainablegrowth of bilateral tourism exchanges and, more importantly, the guarantee forthe high-quality development of tourism cooperation. After nearly 70 years ofhard work, China-Africa relations are now at their best historical period. Inrecent years, Chinese enterprises have built and upgraded nearly 100,000kilometers of roads, over 10,000 kilometers of railways, nearly 1,000 bridges,and nearly 100 ports in Africa, drastically improving the continent‘stransportation landscape. It is predictable that with the continuedimplementation of the Belt and Road Initiative, the pace of infrastructureimprovement in Africa will accelerate, providing a more solid hardwarefoundation for the deepening of China-Africa tourism exchanges and cooperation.All signs point to the fact that China-Africa tourism exchanges and cooperationare entering a historic period of scale growth and quality improvement.The breadth, frequency, and depth of China-Africacultural exchanges and tourism cooperation have been continuously expanding. In terms of cultural exchanges, China and Africahave organized brand events such as "National Year," "CulturalYear," "Happy Spring Festival," "China-Africa CulturalFocus," and "Understanding China." Cultural and artisticinstitutions from 53 African countries, along with major cities, have joinedalliance mechanisms such as the Silk Road International League of Theaters,Silk Road International Museum Alliance, Network of Silk Road Arts Festivals,Silk Road International Library Alliance,Belt and Road Film Festival Alliance、SilkRoad International Alliance of Art Museums and Galleries, and InternationalTourism Alliance of Silk Road Cities.In terms of tourism exchanges, China has signedbilateral tourism cooperation documents with 31 African countries andestablished 166 sister city partnerships with African nations. A total of 34African countries have become destinations for Chinese group tourists, and 23of these countries have officially launched group tourism services for Chinesecitizens. Four African countries and regions offer visa-free entry to Chinesecitizens, while 12 offer visa-on-arrival services.Tourism is increasingly playing a key role inChina-Africa cultural exchanges and has become more important over time. With a combined population of China and Africaaccounting for about one-third of the world‘s total population, the number oftourist visits between China and Africa surpassed one million in 2019. Chinesetourists are particularly drawn to Afric‘s natural landscapes, historicalculture, and folk customs. During winter and summer holidays, as well as publicholidays such as the Spring Festival, Labor Day, and National Day, tourisminformation related to Africa often becomes a hot search topic online. In thesummer of 2024, bookings for Chinese tourists visiting Africa nearly doubledcompared to the previous year, and bookings during the National Day holiday increasedby 168%. As an emerging overseas tourist destination, Uganda, known as the"Pearl of Africa," has garnered enthusiastic attention from Chinesetourists to visit and experience the country.II. Steady Growth of China-Uganda Tourism Exchangeswith Continuous Improvement in QualityThe high political mutual trust, frequent culturalexchanges, and close economic and trade ties between China and Uganda have laida solid foundation for bilateral tourism exchange and cooperation. In 1962, China and Uganda officially establisheddiplomatic relations. In June 2019, President Xi Jinping and President Museveniagreed to elevate China-Uganda relations to a comprehensive cooperativepartnership. In September 2024, the two countries upgraded their relationship toa comprehensive strategic cooperative partnership. As early as June 2006, Chinaand Uganda issued a joint communique, outlining the consensus on strengtheningtourism exchange and cooperation. In 2023, the trade volume between the twocountries reached a new high of 1.305 billion USD. In June 2024, the DragonBoat Festival held on the shores of Lake Victoria marked the introduction ofChinese culture into the local community life.With the rapid recovery of global internationaltourism, China-Uganda tourism exchange and cooperation is entering a newstrategic opportunity period. Uganda, with its rich natural resources, uniquecultural charm, and active involvement in multilateral cooperation mechanismssuch as the Forum on China-Africa Cooperation and BRICS, has the potential tobecome a pioneering area and model for China-Africa tourism cooperation. Inrecent years, Uganda‘s government has made continuous investments in tourisminfrastructure, tourism brand promotion, and human resource training. Combined withproactive actions within bilateral and multilateral frameworks, as well asclose cooperation with China, Uganda is poised to further enhance its positionand role in China-Africa tourism cooperation.In recent years, the number of mutual visits betweenChina and Uganda has shown rapid growth. Monitoring data from the China Tourism Academy(Data Center of the Ministry of Culture and Tourism) shows that from 2010 to2018, the number of Ugandans visiting China remained above 10,000 annually, andin 2019, it surpassed 20,000 for the first time. According to data from theUganda Ministry of Tourism, Wildlife, and Antiquities, the number of Chinesevisitors to Uganda reached nearly 20,000 as early as 2016. Driven by the"Africa Enthusiasm," the number of Chinese tourists visiting Ugandahas rapidly rebounded in the past two years. China has become thefourth-largest source market for Uganda outside Africa and is an importantoverseas long-haul market.Distinguished colleagues in the tourism industry,and media friends,At the invitation of the Ministry of Tourism,Wildlife and Antiquities of Uganda, and with the approval of the Ministry ofCulture and Tourism of China, I, along with my colleagues and representativesfrom well-known travel agencies such as GZL International Travel Service Ltd.,Beijing Caissa International Travel Service Co. Ltd., Gui Zhou Tian Yue TourismGroup, Hangzhou Yuanjing International Travel Agency Co., Ltd., HCGInternational Travel Group Co., Ltd., Shanghai Spring International TravelService (Group) Co., Ltd., and Liaoning Comfort International Travel ServiceCo. Ltd., successfully embarked on our first visit to Uganda, the "Pearlof Africa." In the vibrant capital city of Kampala, known for its richcultural history, magnificent lake landscapes, and well-developed businessenvironment, we were warmly received by all sectors. We were also invited toattend the Uganda-China Tourism and Cultural Symposium 2025, jointly organizedby the Uganda Ministry of Tourism, Wildlife and Antiquities and the ChineseEmbassy in Uganda.In particular, the Chinese culture in the eyes of the Ugandan people just now: their beauty, enthusiasm, kindness and warmth, I was deeply moved, feeling that my colleagues and I came too late, and my compatriots came too little.As a Chinese saying goes, "A good word is never too late."Based on preliminary research, data analysis, andon-the-ground investigations, I look forward to reaching the following consensuswith you: Tourism plays an increasingly important role in China-Africapeople-to-people exchanges and economic cooperation. It will play an even moreactive role in the revitalization of the "Global South", which isrising and flourishing for development of developing economies. With the jointefforts of both the Chinese and Ugandan governments, including the Ministriesof Foreign Affairs, Culture, Tourism, Civil Aviation, and Commerce, as well asindustry professionals, Uganda is poised to become an important destination forChinese tourists and a model for China-Africa tourism exchange and cooperationin the near future.I. China-Africa Tourism Exchange: HistoricalExperience and a Solid Foundation in Reality"Reading ten thousand books and traveling tenthousand miles" has always been a fine tradition of the Chinese nation,and travelling abroad has long been a cherished aspiration for many. Accordingto the Chinese historical text Tong Dian, the first Chinese person to set footin Africa was Du Huan of the Tang Dynasty. In the 750s, Du Huan set out fromthe capital of the Arab Empire, Basra, and traveled across the Suez Isthmus andthrough Egypt to reach the Molin Nation in Africa, named by him. In the 14thcentury, two great world travelers – China‘s Wang Dayuan and Morocco‘s Ibn Battuta respectively departed fromQuanzhou and Tangier, ultimately arriving at each other‘s starting points.Their works, The Concise Record of Island Indigenous peoples and The Travels ofIbn Battuta, vividly documented the natural landscapes and cultural customsthey encountered, witnessing the long history of China-Africa culturalexchanges and the long-standing friendship and mutual respect between thepeoples.Due to historical constraints such as economicdevelopment levels and transportation infrastructure, transcontinental travelwas once an experience for only a few. However, with the advancement oftechnology, the expansion of markets, and the growth of cultural exchanges,more and more people are now participating into travel and tourism activities,and increasingly, people are able to freely explore this blue planet.The Friendship of Nations Begins with the Affinityof People; The Affinity of People Is Built on Frequent Interactions. From 1405to 1433, Zheng He made seven maritime expeditions and visited Africa fourtimes. His attendants, such as Ma Huan, provided vivid descriptions of thelocations, climate, inhabitants, and customs of the East African city-states,greatly expanding the Chinese understanding of Africa, far beyond that ofprevious generations. During this period, China primarily exported silk,porcelain, and other goods to Africa, while importing spices and wildlife fromthe continent. As the President of South Africa, Thabo Mbeki once said, theChinese fleet‘s visits to African ports brought mutually beneficialcooperation, unlike the destruction and despair brought by the European-ledslave trade and colonialism. Equal benefit and exchange of knowledge havealways been part of the cultural DNA of Chinese overseas travel and remain theguiding principles for the prosperity and development of global tourism.True friendship knows no distance. After thefounding of the People‘s Republic of China, Premier Zhou Enlai, as arepresentative of the first generation of Chinese leadership, visited Africaand proposed the Five Principles of China-Africa relations and the EightPrinciples of China‘s foreign aid, laying the political foundation for thedevelopment of China-Africa relations. In March 2013, President Xi Jinping madehis first visit to Africa, emphasizing that China and Africa have always been acommunity of shared destiny, bound together by common historical experiences,common development tasks, and common strategic interests. He also introduced thePrinciples of Sincerity, Real Results, Amity and Good Faith for China-Africafriendship and cooperation, providing guidance for the further deepening anddevelopment of China-Africa relations. From the construction of the TAZARARailway to the implementation of the G20‘s Debt Service Suspension Initiative,from promoting the participation of African countries and the African UnionCommission in the Belt and Road Initiative to Summit of the Forum onChina-Africa Cooperation, and the increasing number of African countriesjoining the BRICS or becoming BRICS partner countries, China-Africa cooperationhas made steady progress. In 2024, the the Beijing Summit of the Forum onChina-Africa Cooperation adopted the Beijing Declaration on Jointly Building anAll-Weather China-Africa Community with a Shared Future for the New Era and theForum on China-Africa Cooperation Beijing Action Plan (2025-2027), providing anaction blueprint for China-Africa cooperation, including with Uganda. Usingculture as a link and tourism as a bridge to promote mutual understanding hasbecome a broad consensus in various fields of China-Africa economic and socialdevelopment.At the Opening Ceremony of the Beijing Summit ofthe Forum on China-Africa Cooperation, President Xi Jinping solemnly announcedthat China has elevated its bilateral relations with all African countries to astrategic level, and that the overall positioning of China-Africa relations hasbeen upgraded to an all-weather China-Africa community with a shared future forthe new era. Political mutual trust is the foundation for the sustainablegrowth of bilateral tourism exchanges and, more importantly, the guarantee forthe high-quality development of tourism cooperation. After nearly 70 years ofhard work, China-Africa relations are now at their best historical period. Inrecent years, Chinese enterprises have built and upgraded nearly 100,000kilometers of roads, over 10,000 kilometers of railways, nearly 1,000 bridges,and nearly 100 ports in Africa, drastically improving the continent‘stransportation landscape. It is predictable that with the continuedimplementation of the Belt and Road Initiative, the pace of infrastructureimprovement in Africa will accelerate, providing a more solid hardwarefoundation for the deepening of China-Africa tourism exchanges and cooperation.All signs point to the fact that China-Africa tourism exchanges and cooperationare entering a historic period of scale growth and quality improvement.The breadth, frequency, and depth of China-Africacultural exchanges and tourism cooperation have been continuously expanding. In terms of cultural exchanges, China and Africahave organized brand events such as "National Year," "CulturalYear," "Happy Spring Festival," "China-Africa CulturalFocus," and "Understanding China." Cultural and artisticinstitutions from 53 African countries, along with major cities, have joinedalliance mechanisms such as the Silk Road International League of Theaters,Silk Road International Museum Alliance, Network of Silk Road Arts Festivals,Silk Road International Library Alliance,Belt and Road Film Festival Alliance、SilkRoad International Alliance of Art Museums and Galleries, and InternationalTourism Alliance of Silk Road Cities.In terms of tourism exchanges, China has signedbilateral tourism cooperation documents with 31 African countries andestablished 166 sister city partnerships with African nations. A total of 34African countries have become destinations for Chinese group tourists, and 23of these countries have officially launched group tourism services for Chinesecitizens. Four African countries and regions offer visa-free entry to Chinesecitizens, while 12 offer visa-on-arrival services.Tourism is increasingly playing a key role inChina-Africa cultural exchanges and has become more important over time. With a combined population of China and Africaaccounting for about one-third of the world‘s total population, the number oftourist visits between China and Africa surpassed one million in 2019. Chinesetourists are particularly drawn to Afric‘s natural landscapes, historicalculture, and folk customs. During winter and summer holidays, as well as publicholidays such as the Spring Festival, Labor Day, and National Day, tourisminformation related to Africa often becomes a hot search topic online. In thesummer of 2024, bookings for Chinese tourists visiting Africa nearly doubledcompared to the previous year, and bookings during the National Day holiday increasedby 168%. As an emerging overseas tourist destination, Uganda, known as the"Pearl of Africa," has garnered enthusiastic attention from Chinesetourists to visit and experience the country.II. Steady Growth of China-Uganda Tourism Exchangeswith Continuous Improvement in QualityThe high political mutual trust, frequent culturalexchanges, and close economic and trade ties between China and Uganda have laida solid foundation for bilateral tourism exchange and cooperation. In 1962, China and Uganda officially establisheddiplomatic relations. In June 2019, President Xi Jinping and President Museveniagreed to elevate China-Uganda relations to a comprehensive cooperativepartnership. In September 2024, the two countries upgraded their relationship toa comprehensive strategic cooperative partnership. As early as June 2006, Chinaand Uganda issued a joint communique, outlining the consensus on strengtheningtourism exchange and cooperation. In 2023, the trade volume between the twocountries reached a new high of 1.305 billion USD. In June 2024, the DragonBoat Festival held on the shores of Lake Victoria marked the introduction ofChinese culture into the local community life.With the rapid recovery of global internationaltourism, China-Uganda tourism exchange and cooperation is entering a newstrategic opportunity period. Uganda, with its rich natural resources, uniquecultural charm, and active involvement in multilateral cooperation mechanismssuch as the Forum on China-Africa Cooperation and BRICS, has the potential tobecome a pioneering area and model for China-Africa tourism cooperation. Inrecent years, Uganda‘s government has made continuous investments in tourisminfrastructure, tourism brand promotion, and human resource training. Combined withproactive actions within bilateral and multilateral frameworks, as well asclose cooperation with China, Uganda is poised to further enhance its positionand role in China-Africa tourism cooperation.In recent years, the number of mutual visits betweenChina and Uganda has shown rapid growth. Monitoring data from the China Tourism Academy(Data Center of the Ministry of Culture and Tourism) shows that from 2010 to2018, the number of Ugandans visiting China remained above 10,000 annually, andin 2019, it surpassed 20,000 for the first time. According to data from theUganda Ministry of Tourism, Wildlife, and Antiquities, the number of Chinesevisitors to Uganda reached nearly 20,000 as early as 2016. Driven by the"Africa Enthusiasm," the number of Chinese tourists visiting Ugandahas rapidly rebounded in the past two years. China has become thefourth-largest source market for Uganda outside Africa and is an importantoverseas long-haul market.Distinguished colleagues in the tourism industry,and media friends,At the invitation of the Ministry of Tourism,Wildlife and Antiquities of Uganda, and with the approval of the Ministry ofCulture and Tourism of China, I, along with my colleagues and representativesfrom well-known travel agencies such as GZL International Travel Service Ltd.,Beijing Caissa International Travel Service Co. Ltd., Gui Zhou Tian Yue TourismGroup, Hangzhou Yuanjing International Travel Agency Co., Ltd., HCGInternational Travel Group Co., Ltd., Shanghai Spring International TravelService (Group) Co., Ltd., and Liaoning Comfort International Travel ServiceCo. Ltd., successfully embarked on our first visit to Uganda, the "Pearlof Africa." In the vibrant capital city of Kampala, known for its richcultural history, magnificent lake landscapes, and well-developed businessenvironment, we were warmly received by all sectors. We were also invited toattend the Uganda-China Tourism and Cultural Symposium 2025, jointly organizedby the Uganda Ministry of Tourism, Wildlife and Antiquities and the ChineseEmbassy in Uganda.In particular, the Chinese culture in the eyes of the Ugandan people just now: their beauty, enthusiasm, kindness and warmth, I was deeply moved, feeling that my colleagues and I came too late, and my compatriots came too little.As a Chinese saying goes, "A good word is never too late."Based on preliminary research, data analysis, andon-the-ground investigations, I look forward to reaching the following consensuswith you: Tourism plays an increasingly important role in China-Africapeople-to-people exchanges and economic cooperation. It will play an even moreactive role in the revitalization of the "Global South", which isrising and flourishing for development of developing economies. With the jointefforts of both the Chinese and Ugandan governments, including the Ministriesof Foreign Affairs, Culture, Tourism, Civil Aviation, and Commerce, as well asindustry professionals, Uganda is poised to become an important destination forChinese tourists and a model for China-Africa tourism exchange and cooperationin the near future.I. China-Africa Tourism Exchange: HistoricalExperience and a Solid Foundation in Reality"Reading ten thousand books and traveling tenthousand miles" has always been a fine tradition of the Chinese nation,and travelling abroad has long been a cherished aspiration for many. Accordingto the Chinese historical text Tong Dian, the first Chinese person to set footin Africa was Du Huan of the Tang Dynasty. In the 750s, Du Huan set out fromthe capital of the Arab Empire, Basra, and traveled across the Suez Isthmus andthrough Egypt to reach the Molin Nation in Africa, named by him. In the 14thcentury, two great world travelers – China‘s Wang Dayuan and Morocco‘s Ibn Battuta respectively departed fromQuanzhou and Tangier, ultimately arriving at each other‘s starting points.Their works, The Concise Record of Island Indigenous peoples and The Travels ofIbn Battuta, vividly documented the natural landscapes and cultural customsthey encountered, witnessing the long history of China-Africa culturalexchanges and the long-standing friendship and mutual respect between thepeoples.Due to historical constraints such as economicdevelopment levels and transportation infrastructure, transcontinental travelwas once an experience for only a few. However, with the advancement oftechnology, the expansion of markets, and the growth of cultural exchanges,more and more people are now participating into travel and tourism activities,and increasingly, people are able to freely explore this blue planet.The Friendship of Nations Begins with the Affinityof People; The Affinity of People Is Built on Frequent Interactions. From 1405to 1433, Zheng He made seven maritime expeditions and visited Africa fourtimes. His attendants, such as Ma Huan, provided vivid descriptions of thelocations, climate, inhabitants, and customs of the East African city-states,greatly expanding the Chinese understanding of Africa, far beyond that ofprevious generations. During this period, China primarily exported silk,porcelain, and other goods to Africa, while importing spices and wildlife fromthe continent. As the President of South Africa, Thabo Mbeki once said, theChinese fleet‘s visits to African ports brought mutually beneficialcooperation, unlike the destruction and despair brought by the European-ledslave trade and colonialism. Equal benefit and exchange of knowledge havealways been part of the cultural DNA of Chinese overseas travel and remain theguiding principles for the prosperity and development of global tourism.True friendship knows no distance. After thefounding of the People‘s Republic of China, Premier Zhou Enlai, as arepresentative of the first generation of Chinese leadership, visited Africaand proposed the Five Principles of China-Africa relations and the EightPrinciples of China‘s foreign aid, laying the political foundation for thedevelopment of China-Africa relations. In March 2013, President Xi Jinping madehis first visit to Africa, emphasizing that China and Africa have always been acommunity of shared destiny, bound together by common historical experiences,common development tasks, and common strategic interests. He also introduced thePrinciples of Sincerity, Real Results, Amity and Good Faith for China-Africafriendship and cooperation, providing guidance for the further deepening anddevelopment of China-Africa relations. From the construction of the TAZARARailway to the implementation of the G20‘s Debt Service Suspension Initiative,from promoting the participation of African countries and the African UnionCommission in the Belt and Road Initiative to Summit of the Forum onChina-Africa Cooperation, and the increasing number of African countriesjoining the BRICS or becoming BRICS partner countries, China-Africa cooperationhas made steady progress. In 2024, the the Beijing Summit of the Forum onChina-Africa Cooperation adopted the Beijing Declaration on Jointly Building anAll-Weather China-Africa Community with a Shared Future for the New Era and theForum on China-Africa Cooperation Beijing Action Plan (2025-2027), providing anaction blueprint for China-Africa cooperation, including with Uganda. Usingculture as a link and tourism as a bridge to promote mutual understanding hasbecome a broad consensus in various fields of China-Africa economic and socialdevelopment.At the Opening Ceremony of the Beijing Summit ofthe Forum on China-Africa Cooperation, President Xi Jinping solemnly announcedthat China has elevated its bilateral relations with all African countries to astrategic level, and that the overall positioning of China-Africa relations hasbeen upgraded to an all-weather China-Africa community with a shared future forthe new era. Political mutual trust is the foundation for the sustainablegrowth of bilateral tourism exchanges and, more importantly, the guarantee forthe high-quality development of tourism cooperation. After nearly 70 years ofhard work, China-Africa relations are now at their best historical period. Inrecent years, Chinese enterprises have built and upgraded nearly 100,000kilometers of roads, over 10,000 kilometers of railways, nearly 1,000 bridges,and nearly 100 ports in Africa, drastically improving the continent‘stransportation landscape. It is predictable that with the continuedimplementation of the Belt and Road Initiative, the pace of infrastructureimprovement in Africa will accelerate, providing a more solid hardwarefoundation for the deepening of China-Africa tourism exchanges and cooperation.All signs point to the fact that China-Africa tourism exchanges and cooperationare entering a historic period of scale growth and quality improvement.The breadth, frequency, and depth of China-Africacultural exchanges and tourism cooperation have been continuously expanding. In terms of cultural exchanges, China and Africahave organized brand events such as "National Year," "CulturalYear," "Happy Spring Festival," "China-Africa CulturalFocus," and "Understanding China." Cultural and artisticinstitutions from 53 African countries, along with major cities, have joinedalliance mechanisms such as the Silk Road International League of Theaters,Silk Road International Museum Alliance, Network of Silk Road Arts Festivals,Silk Road International Library Alliance,Belt and Road Film Festival Alliance、SilkRoad International Alliance of Art Museums and Galleries, and InternationalTourism Alliance of Silk Road Cities.In terms of tourism exchanges, China has signedbilateral tourism cooperation documents with 31 African countries andestablished 166 sister city partnerships with African nations. A total of 34African countries have become destinations for Chinese group tourists, and 23of these countries have officially launched group tourism services for Chinesecitizens. Four African countries and regions offer visa-free entry to Chinesecitizens, while 12 offer visa-on-arrival services.Tourism is increasingly playing a key role inChina-Africa cultural exchanges and has become more important over time. With a combined population of China and Africaaccounting for about one-third of the world‘s total population, the number oftourist visits between China and Africa surpassed one million in 2019. Chinesetourists are particularly drawn to Afric‘s natural landscapes, historicalculture, and folk customs. During winter and summer holidays, as well as publicholidays such as the Spring Festival, Labor Day, and National Day, tourisminformation related to Africa often becomes a hot search topic online. In thesummer of 2024, bookings for Chinese tourists visiting Africa nearly doubledcompared to the previous year, and bookings during the National Day holiday increasedby 168%. As an emerging overseas tourist destination, Uganda, known as the"Pearl of Africa," has garnered enthusiastic attention from Chinesetourists to visit and experience the country.II. Steady Growth of China-Uganda Tourism Exchangeswith Continuous Improvement in QualityThe high political mutual trust, frequent culturalexchanges, and close economic and trade ties between China and Uganda have laida solid foundation for bilateral tourism exchange and cooperation. In 1962, China and Uganda officially establisheddiplomatic relations. In June 2019, President Xi Jinping and President Museveniagreed to elevate China-Uganda relations to a comprehensive cooperativepartnership. In September 2024, the two countries upgraded their relationship toa comprehensive strategic cooperative partnership. As early as June 2006, Chinaand Uganda issued a joint communique, outlining the consensus on strengtheningtourism exchange and cooperation. In 2023, the trade volume between the twocountries reached a new high of 1.305 billion USD. In June 2024, the DragonBoat Festival held on the shores of Lake Victoria marked the introduction ofChinese culture into the local community life.With the rapid recovery of global internationaltourism, China-Uganda tourism exchange and cooperation is entering a newstrategic opportunity period. Uganda, with its rich natural resources, uniquecultural charm, and active involvement in multilateral cooperation mechanismssuch as the Forum on China-Africa Cooperation and BRICS, has the potential tobecome a pioneering area and model for China-Africa tourism cooperation. Inrecent years, Uganda‘s government has made continuous investments in tourisminfrastructure, tourism brand promotion, and human resource training. Combined withproactive actions within bilateral and multilateral frameworks, as well asclose cooperation with China, Uganda is poised to further enhance its positionand role in China-Africa tourism cooperation.In recent years, the number of mutual visits betweenChina and Uganda has shown rapid growth. Monitoring data from the China Tourism Academy(Data Center of the Ministry of Culture and Tourism) shows that from 2010 to2018, the number of Ugandans visiting China remained above 10,000 annually, andin 2019, it surpassed 20,000 for the first time. According to data from theUganda Ministry of Tourism, Wildlife, and Antiquities, the number of Chinesevisitors to Uganda reached nearly 20,000 as early as 2016. Driven by the"Africa Enthusiasm," the number of Chinese tourists visiting Ugandahas rapidly rebounded in the past two years. China has become thefourth-largest source market for Uganda outside Africa and is an importantoverseas long-haul market.

Figure 1: Trends inmutual tourists between China and UgandaThe growth potential for Chinese tourists visitingUganda is considerable. In 2024, only 2.9% of Chinese outbound tourists visited Africa, meaningthat fewer than 3 out of every 100 Chinese outbound tourists choose to travelto Africa. Among those visiting Africa, only about 1% travel to Uganda. Inaddition to sightseeing and leisure vacation demand, many Chinese citizenstravel to Uganda for business or labor dispatch, with nearly 70% coming fromregions with relatively frequent foreign trade, personnel exchanges, such asEast China, South China, and Central China. According to big data monitoring bythe China Tourism Academy (Data Center of the Ministry of Culture and Tourism),in 2024, residents from 168 cities in China traveled to Uganda, accounting for45.0% of the sample cities. The source cities cover a wide range, but thenumber of tourists remains relatively small. In fact, in 60 cities, the numberof tourists visiting Uganda annually was less than 30, indicating that Ugandais still considered a relatively niche destination for Chinese tourists.Chinese tourists generally have a positiveperception of Uganda and are attracted by its unique charm. Uganda is home to 10 national parks and theendangered mountain gorillas, making it a paradise for adventure lovers. Withthe nurturing of Lake Victoria, Uganda enjoys a pleasant climate and richbiodiversity, making it an ideal destination for harmonious coexistence betweenhumans and nature. On China‘s mainstream social media platforms, Uganda isoften described by Chinese netizens as an "underrated traveldestination," "the forgotten tourism paradise," "thefriendliest African country," and "a hidden gem in Africa." Thishas drawn an increasing number of Chinese tourists to experience the country.With improvements in the road transportation and public tourism services, therehas been a noticeable growth in the number of Chinese tourists visiting Ugandafor independent travel, in-depth tours, and self-driving trips.At the same time, it is noted that Uganda stillhas considerable room for improvement in areas such as national awareness,tourism promotion and marketing, transportation infrastructure, urban publicservices, and the construction and operation of tourism reception systems. Beyond the scenic views, there is life mattering more for Chinese tourists.Today‘s Chinese tourists not only seek beautiful landscapes but also desire acomfortable experience. Towards those Chinese tourists, who generally have moretravel experience, simply offering natural scenery and cultural heritage is notenough. Chinese tourists‘ understanding of Uganda is still shallow, and brandrecognition is insufficient. Outside of the capital city, Kampala, touristsoften take a rushed trip. According to big data monitoring by the China TourismAcademy (Data Center of Ministry of Cultural and Tourism), Chinese touristsspend an average of 3.0 days in Uganda in 2024. Issues such as "poor roadconditions," "lack of digital payment options and inconvenientcurrency exchange," and "unsatisfactory sanitation at gas stationsand restrooms" have somewhat affected the tourists‘ experience andsatisfaction. The uncertainty surrounding land ownership systems and theirimplementation also impacts the enthusiasm for investors in Uganda‘s tourismsector.Ⅲ. Promoting Sustainable Growth and High-QualityDevelopment of China-Uganda TourismIncrease Efforts in Tourism Promotion and PolicyCoordination for the Chinese Market. Organizing various tourism exhibitions, seminars,and promotional events can strengthen the emotional connections between travelagents in both countries and create new opportunities for business cooperation.The Uganda-China Tourism and Cultural Symposium 2025, held today, serves as anexcellent platform to foster high-quality collaboration among investmentinstitutions, travel agents, and civil organizations.It is also recommended to leverage the"friendly cities" mechanism to promote exchanges between localgovernments and cities. In addition to major cities such as Beijing, Shanghai,Guangzhou, Shenzhen, Suzhou, Chongqing, Chengdu, and Tianjin, cities withstrong market potential like Changsha and Wuhan should be paired with Entebbe,while Shenyang can be paired with Jinja. These pairings will be key to Uganda‘stourism promotion both now and in the future. Sanya, a sister city of Mbarara,can offer valuable insights from its experience in developing seaside, island,and marine tourism destinations, as well as its global tourism market strategy,with a focus on promoting key markets.Further, it is recommended to enhance cross-bordercooperation with neighboring countries like Kenya to jointly promote"multi-destination" tourist routes targeting the Chinese market incollaboration with the "Great Lakes Countries." Finally, advancingpolicy coordination in areas such as tourism, culture, diplomacy, andimmigration is crucial. At an appropriate time, hosting a "Cultural andTourism Year" in partnership with China could provide an excellentopportunity for both nations.Enhance the Convenience of Tourist Exchanges andthe Quality of Travel Experiences. For markets with distinct cultural backgrounds andremote locations, visa facilitation, immigration processes, customs procedures,and the development of civil aviation, hotels, and catering often hold greaterimportance than the uniqueness of natural and historical heritage. It isrecommended to advocate for the signing of visa exemption agreements fortourist groups between the diplomatic and immigration authorities of bothcountries. Additionally, promoting unilateral visa exemptions, transit visawaivers, and multiple-entry visa policies will further enhance travelconvenience.Efforts should also focus on establishing directflights between China and Uganda and promoting flexible civil aviation policiessuch as code-sharing, direct luggage handling, and chartered flights.Positioning Entebbe as a key layover and transfer hub will encourage moreflight connections between China and Africa. Cities such as Beijing, Shanghai,and Guangzhou already have direct flights to African cities like Addis Ababa,Cairo, Algiers, and Nairobi. Under the coordination of the central government,improving transportation links between Ugandan cities and these key hubs,particularly between Addis Ababa and Nairobi, is crucial.To address the real concerns of Chinese tourists,it is essential to strengthen the development of hotels, homestays, touristattractions, resorts, and public amenities like restrooms. Moreover,authorities should prioritize increasing the availability of Chinese-speakingguides, tour systems, and interpretation services to enhance the overall travelexperience.Pragmatically Promote Cooperation Among InvestmentInstitutions, Market Entities, Market Research, and Professional ResearchOrganizations. Investmentinstitutions, market operators, and service brands are pivotal to thedevelopment of international tourism destinations. Tourism statistics, dataanalysis, and professional research serve as essential foundations for thehigh-quality development of modern tourism.As tourists from China and other countries visitUganda, it is crucial for the country to enhance its world-class touristcities, scenic areas, resorts, themed tourism routes, high-quality products,and service brands, while continuously improving consumer convenience and thefinancial payment system.My colleagues and I could support Uganda byconducting specialized research on the Chinese outbound tourism market. Thiswill enable destination marketing organizations and the private sector tobetter understand the needs, preferences, and consumption behaviors of Chinesetourists. We may regularly submit detailed reports to the embassy and theMinistry.We may also introduce Uganda‘s tourism developmentto the "Top 20 China Tourism Groups" and foster collaboration betweeninvestment institutions and local stakeholders. In addition, we aim tofacilitate partnerships between Uganda‘s tourism education and traininginstitutions and the 26 branches and research bases of the China TourismAcademy, offering relevant professional courses and training programs.Furthermore, we can collaborate with our partner, Select Holding Ltd., tolaunch the "Welcome Chinese" project in Uganda. This initiative willhelp more cities, districts, airports, museums, scenic spots, and hotels becomerecognized by Chinese tourists.Several well-known travel agency representativesaccompanying us on this trip will share later insights on the demands andtrends of mid- to high-end Chinese tourists, offering practical recommendationsfor better serving Chinese visitors. These experienced entrepreneurs bringvaluable resources for research, route design, and business cooperation, andthey may return with more tourists in the near future."Those with shared aspirations are not distantdespite mountains and seas." "True friends are those who walk thesame path." With a shared consensus on tourism development, the guidanceof government planning, and the mutual efforts of travel agencies, we are confidentand capable of building Uganda into a pioneer and model for China-Africatourism cooperation.作者 | 戴斌责编 | 刘鑫来源 | 中国旅游研究院（文化和旅游部数据中心）转载请注明作者、来源Figure 1: Trends inmutual tourists between China and UgandaThe growth potential for Chinese tourists visitingUganda is considerable. In 2024, only 2.9% of Chinese outbound tourists visited Africa, meaningthat fewer than 3 out of every 100 Chinese outbound tourists choose to travelto Africa. Among those visiting Africa, only about 1% travel to Uganda. Inaddition to sightseeing and leisure vacation demand, many Chinese citizenstravel to Uganda for business or labor dispatch, with nearly 70% coming fromregions with relatively frequent foreign trade, personnel exchanges, such asEast China, South China, and Central China. According to big data monitoring bythe China Tourism Academy (Data Center of the Ministry of Culture and Tourism),in 2024, residents from 168 cities in China traveled to Uganda, accounting for45.0% of the sample cities. The source cities cover a wide range, but thenumber of tourists remains relatively small. In fact, in 60 cities, the numberof tourists visiting Uganda annually was less than 30, indicating that Ugandais still considered a relatively niche destination for Chinese tourists.Chinese tourists generally have a positiveperception of Uganda and are attracted by its unique charm. Uganda is home to 10 national parks and theendangered mountain gorillas, making it a paradise for adventure lovers. Withthe nurturing of Lake Victoria, Uganda enjoys a pleasant climate and richbiodiversity, making it an ideal destination for harmonious coexistence betweenhumans and nature. On China‘s mainstream social media platforms, Uganda isoften described by Chinese netizens as an "underrated traveldestination," "the forgotten tourism paradise," "thefriendliest African country," and "a hidden gem in Africa." Thishas drawn an increasing number of Chinese tourists to experience the country.With improvements in the road transportation and public tourism services, therehas been a noticeable growth in the number of Chinese tourists visiting Ugandafor independent travel, in-depth tours, and self-driving trips.At the same time, it is noted that Uganda stillhas considerable room for improvement in areas such as national awareness,tourism promotion and marketing, transportation infrastructure, urban publicservices, and the construction and operation of tourism reception systems. Beyond the scenic views, there is life mattering more for Chinese tourists.Today‘s Chinese tourists not only seek beautiful landscapes but also desire acomfortable experience. Towards those Chinese tourists, who generally have moretravel experience, simply offering natural scenery and cultural heritage is notenough. Chinese tourists‘ understanding of Uganda is still shallow, and brandrecognition is insufficient. Outside of the capital city, Kampala, touristsoften take a rushed trip. According to big data monitoring by the China TourismAcademy (Data Center of Ministry of Cultural and Tourism), Chinese touristsspend an average of 3.0 days in Uganda in 2024. Issues such as "poor roadconditions," "lack of digital payment options and inconvenientcurrency exchange," and "unsatisfactory sanitation at gas stationsand restrooms" have somewhat affected the tourists‘ experience andsatisfaction. The uncertainty surrounding land ownership systems and theirimplementation also impacts the enthusiasm for investors in Uganda‘s tourismsector.Ⅲ. Promoting Sustainable Growth and High-QualityDevelopment of China-Uganda TourismIncrease Efforts in Tourism Promotion and PolicyCoordination for the Chinese Market. Organizing various tourism exhibitions, seminars,and promotional events can strengthen the emotional connections between travelagents in both countries and create new opportunities for business cooperation.The Uganda-China Tourism and Cultural Symposium 2025, held today, serves as anexcellent platform to foster high-quality collaboration among investmentinstitutions, travel agents, and civil organizations.It is also recommended to leverage the"friendly cities" mechanism to promote exchanges between localgovernments and cities. In addition to major cities such as Beijing, Shanghai,Guangzhou, Shenzhen, Suzhou, Chongqing, Chengdu, and Tianjin, cities withstrong market potential like Changsha and Wuhan should be paired with Entebbe,while Shenyang can be paired with Jinja. These pairings will be key to Uganda‘stourism promotion both now and in the future. Sanya, a sister city of Mbarara,can offer valuable insights from its experience in developing seaside, island,and marine tourism destinations, as well as its global tourism market strategy,with a focus on promoting key markets.Further, it is recommended to enhance cross-bordercooperation with neighboring countries like Kenya to jointly promote"multi-destination" tourist routes targeting the Chinese market incollaboration with the "Great Lakes Countries." Finally, advancingpolicy coordination in areas such as tourism, culture, diplomacy, andimmigration is crucial. At an appropriate time, hosting a "Cultural andTourism Year" in partnership with China could provide an excellentopportunity for both nations.Enhance the Convenience of Tourist Exchanges andthe Quality of Travel Experiences. For markets with distinct cultural backgrounds andremote locations, visa facilitation, immigration processes, customs procedures,and the development of civil aviation, hotels, and catering often hold greaterimportance than the uniqueness of natural and historical heritage. It isrecommended to advocate for the signing of visa exemption agreements fortourist groups between the diplomatic and immigration authorities of bothcountries. Additionally, promoting unilateral visa exemptions, transit visawaivers, and multiple-entry visa policies will further enhance travelconvenience.Efforts should also focus on establishing directflights between China and Uganda and promoting flexible civil aviation policiessuch as code-sharing, direct luggage handling, and chartered flights.Positioning Entebbe as a key layover and transfer hub will encourage moreflight connections between China and Africa. Cities such as Beijing, Shanghai,and Guangzhou already have direct flights to African cities like Addis Ababa,Cairo, Algiers, and Nairobi. Under the coordination of the central government,improving transportation links between Ugandan cities and these key hubs,particularly between Addis Ababa and Nairobi, is crucial.To address the real concerns of Chinese tourists,it is essential to strengthen the development of hotels, homestays, touristattractions, resorts, and public amenities like restrooms. Moreover,authorities should prioritize increasing the availability of Chinese-speakingguides, tour systems, and interpretation services to enhance the overall travelexperience.Pragmatically Promote Cooperation Among InvestmentInstitutions, Market Entities, Market Research, and Professional ResearchOrganizations. Investmentinstitutions, market operators, and service brands are pivotal to thedevelopment of international tourism destinations. Tourism statistics, dataanalysis, and professional research serve as essential foundations for thehigh-quality development of modern tourism.As tourists from China and other countries visitUganda, it is crucial for the country to enhance its world-class touristcities, scenic areas, resorts, themed tourism routes, high-quality products,and service brands, while continuously improving consumer convenience and thefinancial payment system.My colleagues and I could support Uganda byconducting specialized research on the Chinese outbound tourism market. Thiswill enable destination marketing organizations and the private sector tobetter understand the needs, preferences, and consumption behaviors of Chinesetourists. We may regularly submit detailed reports to the embassy and theMinistry.We may also introduce Uganda‘s tourism developmentto the "Top 20 China Tourism Groups" and foster collaboration betweeninvestment institutions and local stakeholders. In addition, we aim tofacilitate partnerships between Uganda‘s tourism education and traininginstitutions and the 26 branches and research bases of the China TourismAcademy, offering relevant professional courses and training programs.Furthermore, we can collaborate with our partner, Select Holding Ltd., tolaunch the "Welcome Chinese" project in Uganda. This initiative willhelp more cities, districts, airports, museums, scenic spots, and hotels becomerecognized by Chinese tourists.Several well-known travel agency representativesaccompanying us on this trip will share later insights on the demands andtrends of mid- to high-end Chinese tourists, offering practical recommendationsfor better serving Chinese visitors. These experienced entrepreneurs bringvaluable resources for research, route design, and business cooperation, andthey may return with more tourists in the near future."Those with shared aspirations are not distantdespite mountains and seas." "True friends are those who walk thesame path." With a shared consensus on tourism development, the guidanceof government planning, and the mutual efforts of travel agencies, we are confidentand capable of building Uganda into a pioneer and model for China-Africatourism cooperation.作者 | 戴斌责编 | 刘鑫来源 | 中国旅游研究院（文化和旅游部数据中心）转载请注明作者、来源