Uganda is participating in the International Tourism Trade Fair (FITUR) 2026 in Madrid, showcasing its tourism and investment opportunities as part of the government’s strategic push to deepen international partnerships and boost economic diplomacy in Southern Europe and Spanish-speaking markets.
The fair runs from January 21 to 25 at IFEMA Madrid.
The Ugandan delegation is coordinated through a multi-agency public-private partnership that includes the Ministry of Foreign Affairs, the Uganda Embassy in Paris, the Uganda Tourism Board, the Association of Uganda Tour Operators, and selected private sector stakeholders.
This collaborative effort aligns with Uganda’s National Development Plan IV, which identifies economic tourism as a priority sector due to its potential to generate foreign exchange, support small and medium enterprises, create employment, and attract investment across multiple value chains.
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These initiatives contribute to Uganda’s broader goal of expanding the national economy to $500 billion by 2040.
Speaking from Madrid, Uganda’s Ambassador to Spain, Doreen Ruth Amule, highlighted Spain’s potential as a source market for Ugandan tourism.
“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.
Ambassador Henry Mayega, Head of International Economic Cooperation at the Ministry of Foreign Affairs, said FITUR offers Uganda an unparalleled platform to engage with tourism professionals, investors, media, and travelers from over 165 countries.
“FITUR is among the world’s leading tourism exhibitions. In addition to its relevance to the Spanish market, it serves as a gateway to wider Spanish-speaking markets in Europe and Latin America, enhancing its strategic value,” Mayega said.
He added that Uganda anticipates participation will raise destination awareness, stimulate tourism demand, attract investment, and strengthen long-term partnerships with international stakeholders.
“This engagement supports Uganda’s foreign policy and economic 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 promoting a diverse tourism portfolio, including primate trekking, wildlife safaris, adventure tourism, birding, cultural heritage, and community-based experiences.
The country is also highlighting 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, praised the government’s decision to participate in FITUR.
“We thank the Ministry of Foreign Affairs and the Ugandan Embassy in Paris for this investment. Initiatives like these will gradually improve visitor numbers from France, Spain, and Latin America,” he said.
Uganda’s participation at FITUR 2026 also includes showcasing its creative industries and specialty coffee, strengthening the country’s national brand while building professional networks and expanding market access for Ugandan tourism products.
