Uganda has showcased its destination brand at the 2026 edition of ITB Berlin, the world’s leading travel trade show, as the country seeks to strengthen its presence in the German and wider European tourism market.
Held annually in Berlin, the global expo has attracted more than 150,000 exhibitors, travel agents and trade visitors under the theme, “The world of travel lives here,” providing Uganda with a strategic platform to market its tourism potential.
Germany remains one of Uganda’s top seven tourism source markets, making it a key target for the country’s tourism promotion strategy in Europe.
Uganda’s delegation at the event is led by Fred Kyakulaga Bwino, the Minister of State for Agriculture, alongside Stephen Mubiru, Uganda’s Ambassador and Head of Mission, Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, and Geoffrey Serembe, Under Secretary at the Ministry of Tourism, Wildlife and Antiquities.
The delegation also includes representatives from key government institutions and private sector players, including the Ministry of Agriculture, Animal Industry and Fisheries, the Uganda Wildlife Authority, Uganda Airlines, as well as 26 Ugandan tour operators and hoteliers.
Through a series of structured business-to-business (B2B) engagements, the team is holding meetings with European travel trade partners to strengthen commercial partnerships and unlock new tourism opportunities.
At Uganda’s exhibition stand, visitors are experiencing an immersive showcase of the country’s diverse tourism offerings, including wildlife safaris across national parks, primate tracking experiences such as mountain gorilla trekking, cultural tourism with local communities, and adventure tourism ranging from hiking to water-based activities.
The showcase also features premium Ugandan coffee cupping experiences, highlighting the link between tourism promotion and the country’s agricultural strengths.
Officials say the integrated display reflects Uganda’s strategy of using tourism as a tool for economic and commercial diplomacy while promoting export diversification, particularly high-value agricultural products such as coffee.
Uganda’s participation at ITB Berlin goes beyond destination marketing, serving as a platform to increase tourist arrivals from Germany and the wider European market, strengthen long-term trade partnerships and position the country as both a leading travel destination and a reliable supplier of quality agricultural products.
By aligning tourism promotion with agriculture and trade, Uganda is presenting a holistic national brand that combines unique travel experiences with sustainable economic growth.
As global travel continues to recover and competition among destinations intensifies, Uganda’s presence at ITB Berlin underscores its determination to capture a larger share of the European tourism market and reinforce its image as the “Pearl of Africa” on the global stage.
