Uganda Leverages International Trade Fair to Strengthen Tourism, Investment Ties

Uganda has joined the International Tourism Trade Fair (FITUR) 2026 in Madrid as part of a broader strategy to promote tourism, expand trade, and attract investment from Spain and other Spanish-speaking markets.

The global tourism exhibition runs from January 21 to 25, 2026, at IFEMA Madrid, bringing together tourism authorities, investors, tour operators, airlines, and destination marketers from more than 165 countries.

Uganda’s participation is being coordinated through a multi-agency 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 selected private sector players. The collaboration falls under the Economic and Commercial Diplomacy Programme and aims to ensure consistent messaging and effective promotion of Uganda’s tourism and investment priorities.

The initiative aligns with Uganda’s National Development Plan IV, where economic tourism has been identified as a priority sector due to its potential to generate foreign exchange, create jobs, support small and medium enterprises, and stimulate investment across multiple value chains. The government views tourism as a key contributor to its long-term goal of expanding the economy to USD 500 billion by 2040.

Speaking from Madrid, Uganda’s Ambassador to France, Doreen Ruth Amule, said Spain represents a promising source market for Uganda’s tourism sector.

“Spain represents a high potential tourism source market for Uganda, supported by a strong outbound travel culture and growing demand for experiential, nature-based, sustainable and culturally immersive travel,” Amule said.

Head of International Economic Cooperation at the Ministry of Foreign Affairs, Amb. Henry Mayega, described FITUR as a strategic platform for global outreach.

“FITUR is among the world’s leading tourism exhibitions bringing together tourism authorities, airlines, tour operators, investors, and destination marketers from over 165 countries,” Mayega said. “Beyond Spain, it serves as a gateway to wider Spanish-speaking markets in Europe and Latin America.”

Mayega said Uganda expects its presence at FITUR 2026 to raise destination awareness, stimulate tourism demand, attract investment, and strengthen long-term partnerships.

“The engagement supports Uganda’s broader foreign policy and economic development objectives by positioning the country as a competitive tourism destination and a reliable partner for trade and investment,” he said.

At the fair, Uganda is showcasing a wide range of tourism offerings, including primate trekking, wildlife safaris, birding, adventure tourism, cultural heritage, and community-based experiences. The country is also highlighting investment opportunities in eco-lodges, accommodation facilities, destination infrastructure, transport services, and meetings and conference tourism.

Tourism promoter and founder of Great Lakes Safaris, Amos Wekesa, welcomed the government’s decision to invest in the exhibition.

“We want to thank the Ministry of Foreign Affairs and the Ugandan Embassy in Paris for this investment,” Wekesa said. “We hope to gradually see visitor numbers from France, Spain, and Latin America improve with initiatives like these.”

Uganda’s participation also focuses on expanding professional networks, improving market access for local tourism products, and gathering market intelligence, while promoting the country’s broader national brand. Cultural promotion, including Uganda’s creative industries and specialty coffee, forms part of the integrated showcase.