Uganda is stepping up its global tourism presence by participating in the International Tourism Trade Fair (FITUR) 2026, taking place at IFEMA Madrid from January 21 to 25. The event, one of the world’s most influential tourism exhibitions, brings together industry leaders and decision-makers from more than 165 countries, giving Uganda a valuable platform to strengthen partnerships and expand into Southern European and Spanish-speaking markets.
As reported by Travel News Africa, Uganda’s participation is driven by a coordinated public-private partnership involving the Ministry of Foreign Affairs, the Uganda Embassy in Paris, the Uganda Tourism Board, the Association of Uganda Tour Operators and key private sector stakeholders. This collaborative approach supports the goals of Uganda’s National Development Plan IV, which positions tourism as a driver of foreign exchange earnings, small business growth, employment creation and long-term investment.
Driving Economic Growth Through Tourism
Uganda’s presence at FITUR also aligns with the country’s broader ambition to grow the national economy to 500 billion dollars by 2040. Speaking from Madrid, Uganda’s Ambassador to Spain, Doreen Ruth Amule, highlighted Spain’s potential as a high-value source market, pointing to its strong outbound travel culture and growing demand for experiential, nature-based and culturally immersive travel.
Ambassador Henry Mayega, Head of International Economic Cooperation at the Ministry of Foreign Affairs, noted that FITUR’s global reach and its gateway role to Spanish-speaking markets across Europe and Latin America make it a strategic platform for promoting both tourism and investment opportunities.
Showcasing Uganda’s Diverse Tourism Offering
At FITUR 2026, Uganda is presenting a wide-ranging tourism portfolio that includes primate trekking, wildlife safaris, adventure tourism, birding, cultural heritage and community-based travel experiences. Alongside leisure tourism, the country is highlighting investment opportunities in eco-lodges, accommodation development, destination infrastructure, transport services and meetings and conference tourism.
This combined focus on tourism and investment aims to position Uganda as a competitive destination while attracting long-term partners interested in sustainable growth.
Industry Support and Sustainable Tourism Focus
Industry leaders have welcomed the government’s proactive international engagement. Amos Wekesa, founder of Great Lakes Safaris, said such global platforms are essential for boosting visitor arrivals from markets such as France, Spain and Latin America.
Uganda’s exhibition stand also features creative industries and specialty coffee products, helping to strengthen national branding while opening new export and market access opportunities.
The participation of the Uganda Sustainable Tour Operators Association further reinforces the country’s commitment to responsible tourism development, aligning with FITUR’s growing emphasis on sustainability and business-to-business collaboration.
Positioning Uganda for Long-Term Global Growth
Uganda’s strategy at FITUR 2026 reflects a broader African trend of leveraging international trade fairs to drive destination visibility, attract investment and build long-term trade relationships. By integrating public and private sector efforts, promoting product diversity and targeting high-potential markets, Uganda is positioning itself for sustained growth and greater influence within the global tourism industry.
