Madrid, Spain – Uganda participated in the International Tourism Trade Fair (FITUR) 2026, from January 21 to 25, 2026, at IFEMA Madrid, as part of a strategic government initiative to strengthen tourism promotion, expand trade and investment linkages, and advance economic diplomacy in Southern Europe and Spanish-speaking markets worldwide.
Uganda’s presence at FITUR 2026 was 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, implemented under the Economic and Commercial Diplomacy Program, ensures consistent messaging and effective representation of Uganda’s tourism and investment priorities.
In line with the National Development Plan IV and the Agro-Industrialisation and Tourism-led Growth Strategy (ATMS), economic tourism has been identified as a priority sector due to its ability to generate foreign exchange, support small and medium enterprises, create employment and stimulate investment across multiple value chains. These efforts contribute to Uganda’s long-term ambition of expanding the national economy to USD 500 billion by 2040.
Speaking from Madrid, Uganda’s Ambassador to Spain, Doreen Ruth Amule, described Spain as a high-potential source market for Uganda. “Spain represents a strong outbound travel market with a growing demand for experiential, nature-based, sustainable, and culturally immersive travel areas where Uganda has a competitive advantage,” she said.
The Head of International Economic Cooperation at the Ministry of Foreign Affairs, Ambassador Henry Mayega, highlighted FITUR’s global reach, noting that the exhibition brings together tourism stakeholders from over 165 countries. Beyond Spain, FITUR serves as a gateway to broader Spanish-speaking markets in Europe and Latin America, significantly enhancing its strategic value for Uganda.
During the fair, Uganda showcased its diverse tourism offerings, including primate trekking, wildlife safaris, adventure and active tourism, birding, cultural heritage, and community-based experiences. The country is also promoting investment opportunities in eco-lodges, accommodation facilities, destination infrastructure, transport services, and meetings, incentives, conferences, and exhibitions (MICE) tourism.
Tourism promoter and founder of Great Lakes Safaris, Amos Wekesa whose company participated, commended the Government for investing in FITUR participation, expressing optimism that sustained engagement will increase visitor numbers from Spain, France, and Latin America.
Overall, Uganda’s participation at FITUR 2026 aimed to strengthen professional networks, expand market access, gather market intelligence, and promote Uganda’s broader national brand, complemented by cultural showcases highlighting the country’s creative industries and specialty coffee.
Photo Credit: Explore Uganda
