Uganda is seeking to expand its tourism and coffee exports to the United States through a proposed partnership linking the country's cultural heritage and tourism attractions to American consumers through the Theodore Roosevelt Presidential Library in North Dakota.
The Roosevelt Africa Trail initiative is pursuing a proposed US$1.2 billion investment portfolio aimed at strengthening commercial ties between Uganda and the United States, with tourism promotion, coffee trade, conservation and heritage development among its priorities.
The initiative's latest engagements in North Dakota have involved Governor Kelly Armstrong, Robbie Lauf, acting chief executive of the Theodore Roosevelt Presidential Library, and representatives of JLG Architects, the architectural firm behind the library's development.
According to the initiative's October 12 press release, the discussions are intended to establish partnerships that could connect Ugandan tourism operators and producers with American institutions, businesses and consumers.
The proposed collaboration comes as Uganda seeks to grow international tourism receipts and expand the market for locally produced goods.
Uganda recorded approximately 1.64 million international visitor arrivals in 2025, generating an estimated US$1.62 billion in tourism receipts, according to figures cited in the press release.
The Americas also recorded an increase in visitor arrivals to Uganda, rising from 23,643 in 2023 to 28,751 in 2024, a growth of approximately 21.6%.
The Roosevelt Africa Trail hopes to build on this market by using the Theodore Roosevelt Presidential Library as a potential platform for promoting Uganda's wildlife, cultural heritage and travel experiences.
Library offers access to American audiences
The initiative identifies the library's reported visitor numbers as a potential opportunity for Uganda to reach travellers interested in Theodore Roosevelt's history, conservation legacy and expeditions in Africa.
The press release estimates that the library has welcomed approximately 180,000 visitors since opening in July 2026, with daily attendance estimated at between 1,500 and 1,800 people.
The Roosevelt Africa Trail proposes using exhibitions, digital experiences, destination information and travel partnerships to introduce these visitors to Uganda's national parks, cultural sites and tourism operators.
Its proposed Virtual Roosevelt Africa Trail would allow visitors to explore safari itineraries and connect with Ugandan tour operators, hotels, guides and community enterprises.
The initiative estimates that reaching 10% of the library's reported visitors would expose Uganda's tourism offerings to approximately 18,000 potential customers.
That figure represents a potential audience rather than confirmed bookings, with the commercial outcome dependent on the development of partnerships and the conversion of interest into actual travel.
Robbie Lauf, acting chief executive of the Theodore Roosevelt Presidential Library, has expressed optimism about the potential for cross-promotion between the institution and Uganda's Roosevelt heritage destinations, according to the press release.
Heritage provides a starting point
The proposed collaboration would build on the library's existing collection relating to East Africa, including Uganda.
The collection reportedly includes a lion, Buganda-related materials, a manuscript on African game trails and an original ledger documenting African animals and plants.
The Roosevelt Africa Trail says these materials could provide a foundation for introducing American audiences to Uganda's cultural history, wildlife, and contemporary conservation efforts.
The initiative proposes working with Ugandan museums, historians, cultural institutions, scientists and conservation organisations to ensure that the country's heritage is represented through local expertise.
This approach could link historical exhibitions to present-day tourism destinations, including Murchison Falls, Queen Elizabeth, Kidepo Valley, Bwindi Impenetrable, and Kibale national parks.
Beyond tourism, the initiative is also pursuing opportunities to promote Roosevelt Africa Safari Coffee and other Ugandan products through potential retail, e-commerce and distribution arrangements in the United States.
For coffee producers, access to new markets could create opportunities to expand sales, particularly if partnerships extend beyond promotion into processing, distribution, and repeat commercial orders.
However, the press release does not establish that distribution agreements or purchase commitments have been concluded.
Proposed investments extend beyond tourism
The Roosevelt Africa Trail's broader portfolio includes three flagship developments: the Roosevelt Africa Museum of History and Science, Library and Resort, Smart Monuments and the Digital Trail, and Roosevelt Africa Safari Coffee.
Together, the projects are intended to connect tourism, technology, cultural heritage, and agricultural value addition.
The initiative says the investments could create opportunities for Ugandan tourism operators, farmers, manufacturers, technology companies, and local suppliers, while opening avenues for American firms to participate in the projects.
The proposed investments remain subject to feasibility studies, financing, and relevant approvals.
The North Dakota engagements follow the initiative's September 25 announcement in New York, as the first deal under the United States' Trade Over Aid Deals framework, according to the press release.
The immediate challenge will be translating the proposed partnerships into practical market-access arrangements, investment commitments, and commercial opportunities for Ugandan businesses.
For Uganda's tourism and coffee sectors, the potential value of the initiative will ultimately depend on whether the planned promotional activities generate actual visitors, product sales, and sustained trade between the two countries.