Uganda Pitches Tourism, Trade and Investment to Global Market at FITUR Madrid Expo

Uganda has taken center stage at the International Tourism Trade Fair (FITUR) 2026 in Madrid, reaffirming its commitment to expanding tourism, trade and investment ties with Spain and Spanish-speaking markets.

Speaking on the sidelines of the global tourism expo, Uganda’s Ambassador underscored Spain’s growing importance as a source market for the country’s tourism sector. “Spain is a high-potential source market for Uganda, driven by increasing demand for authentic, nature-based and sustainable travel experiences,” the Ambassador said, noting the rising interest among Spanish travelers in Africa’s wildlife, culture and adventure offerings.

Also addressing participants at FITUR 2026, Ambassador Henry Mayega, Head of International Economic Cooperation at the Ministry of Foreign Affairs, highlighted the strategic value of the fair. He observed that FITUR brings together tourism and investment actors from more than 165 countries, making it a critical gateway not only to Spain but also to broader Spanish-speaking markets in Europe and Latin America.

“FITUR offers Uganda a unique platform to engage global tourism stakeholders, investors and travel professionals, while positioning our country as a competitive and attractive destination,” Amb. Mayega said.

Uganda’s exhibition at FITUR 2026 showcases the country’s rich and diverse tourism portfolio, including wildlife safaris, primate trekking, cultural heritage, premium coffee, and hospitality and tourism investment opportunities. Officials say tourism is being deliberately positioned as a key driver of economic growth, job creation and international partnerships.

Private sector players have welcomed the government’s push for market visibility. Amos Wekesa, Managing Director of Great Lakes Safaris, commended the strategy, saying sustained promotion in international markets will help grow visitor numbers from Europe and Latin America. “Investing in visibility at platforms like FITUR is essential for attracting high-value travelers and long-term investors,” he said.

Held annually in Madrid, FITUR is one of the world’s leading tourism industry events, attracting thousands of exhibitors and participants from across the globe. Beyond business networking, the fair provides insights into emerging trends, technologies and innovations shaping global tourism, while offering cultural showcases that highlight the diversity of participating destinations.

Uganda’s presence at FITUR 2026 reflects a broader diplomatic and economic strategy to leverage tourism as a tool for strengthening bilateral relations, diversifying source markets and promoting sustainable development.