Uganda is making a significant push to position itself as a premier tourism and investment destination at the International Tourism Trade Fair (FITUR) 2026, held at the IFEMA Madrid convention center. Running from January 22 to 25, this high-profile event draws more than 165 countries and serves as one of the world’s largest travel exhibitions.
The Uganda delegation, which includes officials from the Ministry of Foreign Affairs, Uganda Tourism Board (UTB), and the private sector, is focused on addressing a key gap in the country’s tourism outreach. Despite increasing interest from Spanish travelers in sustainable and nature-focused travel in Africa, Uganda’s presence in the Spanish market has been limited. Officials are now keen to change that narrative by engaging directly with travel agencies, investors, and tour operators to explore Uganda’s vast untapped potential.
Ambassador Doreen Ruth Amule, Uganda’s envoy to Spain, emphasized the importance of FITUR 2026 in strengthening Uganda’s relationship with Spain, a high-potential tourism market. Spain is renowned for its strong outbound travel culture, and there is a growing demand for experiential, nature-based, and culturally immersive travel, which Uganda offers in abundance. “FITUR offers us a chance to showcase our diverse tourism portfolio and build partnerships for investment in eco-lodges, transport services, and destination infrastructure,” said Amule.
In line with Uganda’s National Development Plan IV, tourism has been identified as a key driver of foreign exchange earnings and job creation. Ambassador Henry Mayega, the head of international economic cooperation at the Ministry of Foreign Affairs, highlighted that Uganda’s participation at FITUR is part of a strategic effort to increase the country’s inclusion in international tour catalogs and travel programs. This, he said, would lead to higher visitor numbers and longer stays, ultimately contributing to Uganda’s economic growth.
At the fair, Uganda is promoting its unique advantages, including primate trekking, bird watching, and rich cultural heritage, all of which set the country apart as a top destination for eco-tourism. The delegation is also seeking partnerships for investment-ready projects, such as eco-lodges, transport infrastructure, and conference facilities, which are crucial for expanding the tourism sector.
In addition to tourism, Uganda is highlighting its thriving creative industries and world-renowned specialty coffee. Amos Wekesa, founder of Great Lakes Safaris, praised the government’s investment in FITUR, calling it a crucial step in improving Uganda’s visibility in Southern Europe and South America, both of which are important emerging markets for the country.
The first three days of FITUR 2026 are dedicated to business-to-business engagements, where Uganda’s tourism officials are working to forge strategic partnerships and attract investors. The final two days will focus on high-volume consumer interactions, aimed at boosting direct tourism traffic to Uganda.
As Uganda works toward its ambitious goal of becoming a $500 billion economy by 2040, its participation at FITUR represents a critical step in positioning the country as a competitive and sustainable tourism destination on the global stage.
