Uganda targets European tourism growth at ITB Berlin Expo

Uganda has intensified efforts to expand its footprint in the European tourism market through a strong presence at the ITB Berlin, one of the world’s largest travel trade exhibitions held in Berlin, Germany.

Operating under the destination brand “Explore Uganda – The Pearl of Africa,” Team Uganda used the global platform to showcase the country’s tourism and export potential to European buyers, tour operators, and investors.

Europe remains a smaller but strategically important market segment for Uganda’s tourism sector, contributing approximately 39,000 European visitors annually. Stakeholders say this number must grow significantly if the country is to achieve its ambitious economic targets.

Uganda’s tourism sector is expected to contribute up to $50 billion under the government’s tenfold growth strategy, which aims to expand the national economy to $500 billion by 2040.

The exhibition, which ran from 3 to 5 March, attracted more than 150,000 exhibitors, travel agents, and trade visitors from around the world under the theme “The World of Travel Lives Here.” Uganda’s participation positioned the country among global destinations competing for a share of Europe’s lucrative outbound tourism market.

“ITB Berlin connects Uganda directly to European buyers. We are already witnessing strong demand for authentic African experiences at the expo,” said Dr. Gessa Simplicious, Head of Public Relations at the Uganda Tourism Board.

“Germany is one of the top seven source countries for Uganda representing the European market, which we must continue to grow,” he added.

Uganda’s delegation to the expo was led by Fred Bwino Kyakulaga, Minister of State for Agriculture, alongside Stephen Mubiru, Juliana Kagwa, and Geoffrey Serembe, Under Secretary at the Ministry of Tourism, Wildlife and Antiquities.

The delegation included representatives from the Ministry of Agriculture, Animal Industry and Fisheries, the Uganda Wildlife Authority, Uganda Airlines, as well as 26 Ugandan tour operators and hoteliers. The team engaged European travel trade partners through structured business-to-business (B2B) meetings aimed at strengthening partnerships and expanding market access.

At the Uganda exhibition stand, promotional activations highlighted the country’s diverse tourism offerings, including wildlife safaris, cultural tourism, adventure travel, and mountain gorilla trekking, alongside unique experiences such as premium Ugandan coffee cupping sessions.

The integrated showcase also reflected Uganda’s broader strategy of economic and commercial diplomacy, using tourism promotion as a vehicle to strengthen trade ties and diversify exports.

By participating in global platforms like ITB Berlin, Uganda aims not only to increase tourist arrivals from Europe but also to position itself as a premier travel destination and a reliable supplier of high-quality agricultural products, further linking tourism with broader economic growth and international trade opportunities.