By KT Reporter
Uganda’s Embassy in Paris has recorded significant progress in promoting the country’s economic interests and tourism through strengthened partnerships with investors and institutions in France, Spain, and Portugal.
According to Uganda’s Ambassador to France, Portugal, and Spain, Her Excellency Doreen Ruth Amule, the mission has leveraged economic diplomacy to attract investment and expand cooperation in key sectors, including energy, agriculture, and tourism.
The ambassador noted that collaboration with companies and institutions across the three countries has contributed to growing economic engagement and commercial partnerships.
Tourism promotion remains a key focus area, particularly given the strong tourism industries in France, Spain, and Portugal. The mission has intensified campaigns and partnered with destination marketing companies to raise Uganda’s visibility in Europe.
Ambassador Amule said the mission’s long-term goal is to strengthen Uganda’s global recognition while increasing tourism arrivals.
“Our target first of all is to increase the volume of tourists coming to Uganda, but also to ensure that by 2040, no one has to ask whether Uganda is in Africa or even whether Uganda is a country.”
Early results from these initiatives are already evident. “Before economic and commercial diplomacy was initiated for embassies abroad, including the Paris Mission, we had 1,500 visitors per year.
In the last six months, we recorded over 3,500 tourists from Spain, Portugal, and France,” Ambassador Amule said.
Daniel Irunga, Senior Marketing Officer at the Uganda Tourism Board (UTB), emphasized that collaboration with Uganda’s missions abroad is helping to stimulate travel demand and increase visibility in key international markets.
The developments coincide with the Annual Uganda Embassy Retreat and Workshop in Lemardy, France, attended by officials from the Ministry of Foreign Affairs and Uganda’s missions in France, Spain, and Portugal.
The retreat aims to strengthen the performance of Uganda’s foreign missions and enhance economic and commercial diplomacy.
Organized by the Paris Embassy in partnership with the Ministry of Foreign Affairs, the workshop focuses on integrating economic and commercial diplomacy into mission work plans with realistic budgeting and clear targets.
Ambassador Richard Tumusiime Kabonero, Head of Economic and Commercial Diplomacy at the Ministry, highlighted the strategic importance of the Paris mission.
“The mission here in France is critical because it is a source of foreign direct investment through Total and the Eco-Project. Spain is also an important source of tourists. We are strengthening coordination across missions to ensure effective planning and accountability.”
He stressed that future resource allocation to missions will depend on measurable results.
“For missions that are implementing and delivering results, we will enhance funding. For missions that are struggling, we will assess gaps and support scaling up. Missions not performing will see resource allocation reduced. It’s really about value for money, not the usual business.”
The retreat also focuses on building the capacity of Foreign Service officers, reviewing achievements, identifying challenges, and aligning mission activities with Uganda’s national development priorities.
By the conclusion of the workshop, Uganda’s missions abroad are expected to have a renewed strategic roadmap to strengthen economic diplomacy, promote tourism, attract investment, and improve services for Ugandans living in the diaspora.
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