Uganda has renewed its push to attract international tourists by showcasing its unique wildlife, culture, and investment opportunities at a major tourism exhibition in Spain. The country’s participation marks a return to the global event after skipping the 2024 edition.
The Uganda Tourism Board (UTB), together with private sector players, presented a wide range of attractions including gorilla trekking, national parks, adventure travel, cultural heritage sites, and business tourism opportunities. Visitors at Uganda’s stall experienced displays of the country’s landscapes, traditional crafts, and travel packages.
Officials said attending the exhibition supports Uganda’s MICE Strategy 2025–2030, which aims to earn at least $250 million (Shs 913.8 billion) annually from Meetings, Incentives, Conferences, and Exhibitions. The strategy is part of efforts to position Uganda as a leading regional destination for both leisure and business tourism.
A Return to the International Stage
Uganda missed the 2024 edition of the expo, but tourism officials say the return this year is important for rebuilding global visibility, especially after years of disruptions caused by the Covid-19 pandemic and slow sector recovery.
“The Spanish market is one of Europe’s strong outbound tourism markets. Being here gives Uganda an opportunity to reconnect with travel agents and tour operators looking for new destinations,” a UTB representative said.
Why Spain Matters for Uganda’s Tourism
Spain is one of Europe’s largest travel hubs, and many international tourists book African trips through Spanish and European agencies. By maintaining a presence at such expos, Uganda seeks to attract:
High-spending adventure travelers
Nature and wildlife enthusiasts
Conference and business visitors
Long-haul European vacationers
The tourism sector remains one of Uganda’s key economic pillars, contributing thousands of jobs and significant foreign exchange earnings each year.
Promoting Culture, Conservation, and Investment
At the exhibition, Ugandan tour operators also highlighted conservation efforts, community-based tourism, and opportunities for investors in hospitality, transport, and event hosting. Officials said Uganda’s diverse attractions—including mountain gorillas, the River Nile, savannah parks, and cultural festivals—make it a competitive global destination.
The team expressed confidence that the exposure in Spain will boost international arrivals and strengthen partnerships with European travel stakeholders.
