Uganda is taking its place on the global tourism stage at FITUR 2026, one of the world’s most influential international tourism trade fairs, taking place from 21 to 25 January 2026 at IFEMA Feria de Madrid, Spain.
As a premier gateway into Southern Europe and the wider Iberian market, FITUR offers a powerful platform for destinations seeking to expand their global footprint. With more than 255,000 visitors, including over 155,000 tourism professionals, the event brings together the buyers, media, investors, and decision-makers who shape global travel trends months and even years ahead.
Strengthening Destination Uganda’s Global Presence
Uganda’s participation at FITUR 2026 underscores a strategic commitment to enhancing the country’s visibility in key source markets and positioning the Pearl of Africa as a must-visit destination for leisure, adventure, nature, and cultural tourism.
Working closely with the private sector stakeholders, the Ugandan delegation is engaging in targeted business-to-business meetings, destination marketing activities, and high-level networking sessions. These collaborative efforts are designed to build long-term partnerships, unlock new opportunities, and strengthen Uganda’s competitiveness within the global tourism marketplace.
A Platform for Partnerships and Investment
FITUR is more than an exhibition, it is a hub for collaboration and innovation. For Uganda, it provides direct access to tour operators, travel agents, airlines, digital platforms, and investors looking for authentic, sustainable, and high-growth destinations.
Through strategic engagements at the fair, Uganda is highlighting opportunities across:
- Leisure and adventure tourism, including wildlife safaris, gorilla and chimpanzee trekking, and outdoor experiences
- Cultural and heritage tourism, showcasing Uganda’s rich traditions, communities, and history
- Meetings, Incentives, Conferences and Exhibitions (MICE)
- Tourism investment, with a focus on sustainable and community-driven developments
These conversations are key to shaping future travel demand and ensuring Uganda remains top-of-mind as global tourism continues to evolve.
Showcasing the Pearl of Africa
From its breathtaking landscapes and diverse wildlife to its warm hospitality and vibrant cultures, Uganda’s presence at FITUR 2026 is an opportunity to tell a compelling story, one of authenticity, resilience, and sustainable growth.
The fair enables Uganda to communicate its unique value proposition to a highly influential audience, reinforcing the country’s position as a destination that offers meaningful experiences while prioritizing conservation, community empowerment, and responsible tourism.
Looking Ahead
Participation in FITUR 2026 marks another important step in Uganda’s broader tourism promotion strategy. By engaging early with international markets and forging strong partnerships, Uganda is laying the groundwork for increased arrivals, expanded market reach, and long-term sector growth.
As the global tourism industry looks ahead to future seasons, Uganda stands ready—confidently positioning the Pearl of Africa as a destination of choice on the world stage.
About Memoir Uganda – Showcasing Uganda
We are a comprehensive tourism and travel media company unleashing information about Uganda. We offer, among others, an all-inclusive guide on everything Uganda such as itineraries, consular information, timely and updated tour and travel news and general information about visiting and living in Uganda.
To us, Uganda is more than a tour destination. It is our homeland. Our knowledge about Uganda is ocean deep and we love showing the country’s splendid beauty to the world. We aim at sharing and showcasing Uganda to the tiniest bit, better than anyone else. We also aim at conserving our home land through our un wavered efforts towards climate change awareness.
Our Memoir Magazine showcases Uganda’s diverse potential in detail that is often left out and unknown. You ought never to miss a copy. We robustly believe that traveling should make the world a better place for everyone.
