Taking the Pearl of Africa Beyond Borders: Our Contribution at the ATPSA Roadshow in Tanzania

Ronick Tours and Travel joined East African tourism industry stakeholders in Tanzania to champion stronger partnerships and promote travel within Africa. This comes amidst calls for the continent to market its destinations as complementary experiences rather than competing attractions.

Uganda’s rich wildlife, breathtaking landscapes and diverse cultural heritage were among the attractions showcased at the ATPSA Roadshow in Tanzania, where Ronick Tours and Travel represented the country’s growing tourism industry. The event, supported by the Uganda High Commission in Tanzania, brought together tourism stakeholders to explore opportunities for greater collaboration, business partnerships and increased travel between African countries. At the heart of the discussions was a compelling message: Africa’s tourism future depends not only on attracting international visitors but also on encouraging Africans to discover the extraordinary destinations within their own continent.

Selling Africa to Africans

For Ronick Tours and Travel, the roadshow presented an opportunity to position Uganda, popularly known as the Pearl of Africa, as a destination offering experiences that complement those found elsewhere on the continent. From encounters with endangered mountain gorillas and spectacular wildlife safaris to immersive cultural experiences, Uganda’s tourism offerings attracted attention as industry players explored opportunities for cross-border travel packages. The discussions also challenged a long-standing approach to tourism marketing in which African destinations are often presented as competitors for the same international visitors.

Instead, participants emphasised the value of inter-selling, a model in which tourism operators promote destinations beyond their national borders, creating opportunities for travellers to experience several African countries within a single journey. Such partnerships could help strengthen regional tourism circuits, expand markets for local operators and encourage Africans to travel more widely across the continent.

Building Partnerships Beyond Borders

For Derick Remember, Chief Executive Officer and Founder of Ronick Tours and Travel, the roadshow was more than an opportunity to exhibit Uganda’s tourism products. It was a platform for establishing relationships that could translate into lasting business partnerships. Through business-to-business engagements, the company initiated discussions with fellow tourism stakeholders on opportunities for collaboration, destination marketing, and the development of travel experiences connecting Uganda with other African markets. The engagements reinforced the importance of building networks that allow African tour operators to market the continent collectively while preserving the distinct identity of each destination.

Diplomatic Support for Tourism Growth

A notable moment during the roadshow was Remember’s meeting with Uganda’s Consul General in Arusha, Hon. Amb. Anne Katusiime. Her participation highlighted the role diplomatic missions can play in promoting Uganda’s tourism interests, facilitating business connections, and strengthening relationships between tourism stakeholders across borders. The Uganda High Commission’s support for the event also underscored the growing importance of tourism diplomacy in expanding regional trade and economic cooperation. The roadshow concluded with a cocktail reception featuring entertainment and high-level business networking, providing further opportunities for participants to strengthen professional relationships in a more informal setting.

A Shared Future for African Tourism

As African tourism stakeholders seek to unlock the continent’s largely untapped domestic and regional travel markets, initiatives such as the ATPSA Roadshow offer an important platform for turning shared ambitions into practical partnerships. For Ronick Tours and Travel, the experience in Tanzania reinforced a conviction that Africa’s destinations have more to gain through cooperation than competition. By connecting tour operators, developing complementary travel packages and encouraging Africans to explore neighbouring countries, the industry can create new opportunities for tourism businesses and the communities that depend on them.

Ronick Tours and Travel is a Ugandan tourism company founded and led by Derick Remember.