Case Studies
Uganda High Commission
Activating the Australian Travel Trade for Uganda
Jones & Co delivered a multi-city Uganda Tourism Board roadshow designed to go beyond traditional destination presentations, focusing instead on immersive engagement, education and cultural storytelling. Events were hosted in Melbourne, Sydney and Perth, bringing together a curated group of Australian travel advisors, wholesalers and Africa specialists.
Each event combined concise destination updates with networking, cultural elements and practical selling tools, ensuring Uganda was positioned as both aspirational and commercially viable for the Australian market.
This was supported by a targeted media and digital campaign delivered through TravelTalk and Africa Beat, which reinforced destination visibility before, during, and after the roadshow.
Our Roles
- Roadshow strategy and market positioning.
- Venue sourcing and event management across three cities.
- Trade recruitment and guest list curation.
- Event hosting, run-of-show and on-the-ground execution.
- Integrated media, digital and email campaign management.
- Post-event reporting, analytics and stakeholder insights
Outcome
The Uganda Tourism Board ANZ Roadshow delivered strong results across three key Australian markets: Melbourne, Sydney and Perth. With a total of 199 qualified travel trade attendees, the roadshow achieved high levels of engagement, education, and relationship-building between the Australian travel trade and Uganda as a destination.
Designed around a well-balanced format of concise destination presentations and relaxed networking, the roadshow created an environment that encouraged meaningful conversations, practical learning and genuine connection. Attendees valued the opportunity to deepen their understanding of Uganda’s tourism offering, gain up-to-date product knowledge and explore how Uganda could be confidently positioned within future itineraries.
Total Attendees: 199
Melbourne: 83
Sydney: 75
Perth: 41
Ultimately, the Uganda ANZ Roadshow strengthened Uganda’s visibility and credibility within the Australian travel trade, successfully moving the destination from awareness into active consideration. The program also reinforced Jones & Co’s role as a trusted bridge between international destinations and the Australian market, laying the groundwork for sustained engagement, future bookings and long-term trade partnerships.
Clients
Uganda High Commission
Uganda Tourist Board
Uganda Wildlife Authority
Date & Location
22 October 2026 | Sydney
30 October 2026 | Melbourne
27 October 2026 | Perth
Objectives
To introduce and strengthen Uganda’s positioning in the Australian and New Zealand travel market, educate the travel trade, and generate sustained engagement ahead of the 2026–2027 sales cycle through a destination-led roadshow and integrated media campaign.
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