Uganda Targets European Tourism Market with New Agreements Signed in Berlin

Uganda has taken another step toward strengthening its presence in the European tourism market after signing two strategic cooperation agreements during the global tourism exhibition, ITB Berlin 2026 in Berlin, Germany.

The agreements were signed through the Embassy of the Republic of Uganda in Berlin in collaboration with the Uganda Tourism Board (UTB), and are aimed at strengthening Uganda’s tourism promotion, attracting investment, and expanding international market access for Ugandan tourism products.

The first Memorandum of Understanding was concluded with the Bundesverband für Wirtschaftsförderung und Außenwirtschaft (BWA), a German association that promotes international business cooperation and economic development.

The agreement establishes a framework for enhanced collaboration in tourism investment promotion, skills development, and sustainable tourism initiatives between Uganda and Germany. Under the partnership, the Ugandan Embassy and UTB will facilitate business delegations, investor engagement forums, and cooperation between German and Ugandan private sector stakeholders.

Officials say the initiative is intended to position Uganda as a competitive destination for tourism investment and strategic business partnerships within Europe.

A second agreement was signed between UTB and Equera, focusing on strengthening Uganda’s profile as a global destination for community-based tourism.

Through Equera’s digital distribution platform, community tourism experiences in Uganda will be connected to international travel buyers, online travel agencies, and tour operators. The platform is expected to make community-based tourism offerings more accessible to global markets while expanding revenue opportunities for local tourism enterprises.

According to officials, the partnerships align with Uganda’s broader economic diplomacy agenda and UTB’s destination marketing strategy. The agreements aim to increase Uganda’s visibility in Germany, attract new investment into the tourism sector, strengthen tourism value chains, and create sustainable livelihood opportunities for local communities.

The partnerships are also expected to deepen bilateral cooperation between Uganda and Germany in areas such as tourism development, education, and sustainable economic growth.

Participation in ITB Berlin—one of the world’s largest tourism trade exhibitions—offers Uganda a platform to engage international investors, travel operators, and policymakers while promoting the country’s unique tourism offerings.