Uganda Tourism Board (UTB), in partnership with the Ministry of Foreign Affairs, the Uganda Embassy in Paris, and Uganda’s private sector tour operators, is participating in the FITUR International Tourism Trade Fair at IFEMA Feria de Madrid from 21st to 25th January 2026.
Recognised as one of the world’s most influential tourism trade platforms, FITUR serves as a strategic gateway into Southern Europe and the wider Iberian market. The fair brings together global destinations, tourism businesses, media, and investors, making it a critical space for shaping future travel demand and long-term partnerships.
Uganda’s participation at FITUR 2026 is spearheaded by the Uganda Embassy in Paris, working closely with Uganda Tourism Board and tourism stakeholders to strengthen destination visibility, deepen trade relations, and position Uganda competitively within the global tourism marketplace.
This collaborative approach reflects Uganda’s growing emphasis on coordinated destination marketing, leveraging diplomatic missions and public–private partnerships to expand market reach and influence international travel decision-making.
A Global Platform with Significant Reach
FITUR 2026 brings together over 255,000 visitors, including approximately 155,000 tourism professionals, 9,500 companies from 156 countries, more than 100 official country delegations, and nearly 900 main exhibitors spread across nine exhibition halls.
For Uganda, this scale translates into direct engagement with qualified buyers, tour operators, media houses, digital content creators, and investors who influence travel planning cycles months and years in advance. Participation at FITUR provides a valuable opportunity to present Uganda’s tourism offering to a market that values long-haul travel, quality experiences, and trusted destinations.
Why FITUR Matters for Uganda
Spain is one of Europe’s fastest-growing outbound travel markets, characterized by a strong culture of international travel and increasing interest in experiential, nature-based, and culturally immersive destinations. Spanish travellers are particularly drawn to wildlife experiences, adventure tourism, sustainability, gastronomy, and authentic human connections—areas where Uganda has a strong and differentiated competitive advantage.
As Spanish travellers increasingly look beyond traditional destinations, Uganda offers a compelling alternative within East Africa. Gorilla and chimpanzee trekking, diverse national parks, lakes and rivers, adventure activities, and rich cultural encounters align closely with evolving Spanish travel preferences.
Supporting Market Diversification and Destination Positioning
Uganda’s presence at FITUR reflects a deliberate shift towards market diversification and proactive destination marketing beyond traditional source markets. Engaging Southern Europe and the Iberian region supports national tourism objectives of broadening demand, strengthening resilience, and increasing the value of international tourism arrivals.
Beyond promotion, FITUR provides a platform for trade education—addressing questions around accessibility, safety, sustainability, and value for money—while building confidence among tour operators and travel designers to include Uganda in their long-haul portfolios.
Part of the Global Travel Conversation
For Uganda, participating at FITUR is not only about visibility; it is about being part of the global travel conversation. It enables meaningful engagement with the travel trade, media, and influencers, supports relationship-building, and ensures that Uganda remains top of mind when long-haul travel decisions are made.
Through FITUR 2026, Uganda Tourism Board continues to position Uganda as a distinctive, authentic, and competitive destination—open for partnerships, investment, and responsible tourism growth—while reinforcing its place on the global tourism map.
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