Uganda Showcases Tourism and Investment Ambitions at FITUR 2026 in Madrid
Uganda is making a strategic push to elevate its profile in the global tourism arena by participating in the International Tourism Trade Fair (FITUR) 2026, held at IFEMA Madrid from January 21 to 25. This high-profile event, recognized as one of the world’s leading tourism exhibitions, brings together professionals and decision-makers from over 165 countries, offering Uganda a unique platform to deepen international partnerships and expand its reach into Southern Europe and Spanish-speaking markets.
The Ugandan delegation’s presence at FITUR 2026 is the result of a robust multi-agency public-private partnership that includes 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 aligns with Uganda’s National Development Plan IV, which prioritizes economic tourism as a catalyst for foreign exchange, SME growth, job creation, and investment across multiple value chains.
Uganda’s participation is also part of a broader ambition to expand the national economy to \$500 billion by 2040. Speaking from Madrid, Uganda’s Ambassador to Spain, Doreen Ruth Amule, highlighted Spain’s potential as a high-value source market, citing its strong outbound travel culture and growing appetite for experiential, nature-based, and culturally immersive travel. Ambassador Henry Mayega, Head of International Economic Cooperation at the Ministry of Foreign Affairs, emphasized that FITUR’s global stature and its gateway role to Spanish-speaking markets in Europe and Latin America make it a strategic venue for Uganda’s tourism and investment promotion efforts.
At the fair, Uganda is presenting a diverse tourism portfolio that includes primate trekking, wildlife safaris, adventure tourism, birding, cultural heritage, and community-based experiences. The country is also spotlighting investment opportunities in eco-lodges, accommodation, destination infrastructure, transport services, and meetings and conference tourism. This comprehensive showcase is designed to attract both leisure travelers and investors, positioning Uganda as a competitive and reliable partner for trade and tourism development.
Industry voices, such as Amos Wekesa, founder of Great Lakes Safaris, have praised the government’s proactive stance, noting that such international engagements are crucial for increasing visitor numbers from France, Spain, and Latin America. Uganda’s stand at FITUR 2026 also features its creative industries and specialty coffee, further strengthening the national brand and expanding market access for Ugandan tourism products.
Uganda’s presence at FITUR is further bolstered by the participation of the Uganda Sustainable Tour Operators Association, reflecting a commitment to sustainable tourism practices and responsible growth. This aligns with a wider trend at FITUR 2026, where African countries are expanding their footprint and focusing on B2B engagement, investment attraction, and sustainable tourism development.
For Africa’s tourism professionals, Uganda’s approach at FITUR 2026 offers a blueprint for leveraging international trade fairs to drive destination awareness, stimulate demand, and forge long-term partnerships. By integrating public and private sector efforts, focusing on product diversity, and targeting high-potential source markets, Uganda is positioning itself for sustained growth and greater influence in the global tourism landscape.
