Uganda is participating in the International Tourism Trade Fair (FITUR) 2026, taking place from January 21 to 25, 2026, at IFEMA Madrid as part of the government’s strategic effort to enhance tourism promotion, deepen international partnerships, and advance economic diplomacy in Southern Europe and Spanish-speaking markets.
Uganda’s participation in FITUR 2026 is being coordinated through a multi-agency public–private partnership involving the Ministry of Foreign Affairs and the Uganda Embassy in Paris, the Uganda Tourism Board, the Association of Uganda Tour Operators, and selected private sector stakeholders. This collaborative approach under the Economic and Commercial Diplomacy Program ensures coherence in messaging and effective representation of Uganda’s tourism and investment priorities. In line with the ATMS in the National Development Plan IV, Economic Tourism has been identified as a priority sector within Uganda’s long-term development framework given its capacity to generate foreign exchange, support small and medium enterprises, create employment, and stimulate investment across multiple value chains. These efforts contribute to Uganda’s broader objective of expanding the national economy to USD 500 billion by 2040.
Uganda’s participation in FITUR 2026 provides an opportunity to strengthen its presence in the Spanish market through structured engagement with tourism professionals, investors, media, and the traveling public. Speaking from Madrid, Uganda’s Ambassador Doreen Ruth Amule said that the country represents a high-potential tourism source market for Uganda.
“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,” said Amule.
Head of International Economic Cooperation at the Ministry of Foreign Affairs, Amb. Henry Mayega described participation in FITUR as an opportunity to tap into the economies of 165 countries.
“FITUR (Feria Internacional de Turismo) is among the world’s leading tourism exhibitions bringing together tourism authorities, airlines, tour operators, investors, and destination marketers from over 165 countries. In addition to its relevance to the Spanish market, FITUR serves as a gateway to wider Spanish-speaking markets in Europe and Latin America, enhancing its strategic value,” he said.
Mayega further added that Uganda anticipates that participation in FITUR 2026 will enhance destination awareness, stimulate tourism demand, attract investment, and reinforce long-term partnerships with international stakeholders. “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.
During FITUR 2026, Uganda is showcasing its diverse tourism portfolio, including primate trekking, wildlife safaris, adventure and active tourism, birding, cultural heritage, and community-based experiences. The country is also presenting investment opportunities in tourism and hospitality, including eco-lodges, accommodation facilities, destination infrastructure, transport services, and meetings and conference tourism.
Tourism promoter and founder of Great Lakes Safaris, Amos Wekesa, who is also in Madrid for the fair, hailed the Government for the decision to invest in participation. “We want to thank the Ministry of Foreign Affairs and the Ugandan Embassy in Paris for this investment. We hope to gradually see the visitor numbers from France, Spain, and Latin America improve with initiatives like these,” he said.
Uganda’s participation aimed to strengthen professional networks, expand market access for Ugandan tourism products, gather market intelligence, and promote the country’s broader national brand. Complementary cultural engagement, including the promotion of Uganda’s creative industries and specialty coffee, formed part of the integrated national showcase.
