FITUR 2026: Uganda Makes Strategic Push to Capture Spanish Market

Uganda has taken centre stage at FITUR 2026, the international tourism trade fair in Madrid, as the country steps up efforts to strengthen tourism, trade, and investment ties with Spain and Spanish-speaking markets.

Speaking during the event, Uganda’s Ambassador accredited to Spain, Ruth Amule, described Spain as a key growth market for Uganda’s tourism sector. “Spain is a high-potential source market for Uganda, driven by growing demand for authentic, nature-based and sustainable experiences,” Ambassador Amule said.

Uganda’s participation at the global expo was led by the Ministry of Foreign Affairs in collaboration with tourism and private sector stakeholders. FITUR brings together tourism and investment actors from more than 165 countries, offering a critical platform for global partnerships.

Henry Mayega, Head of International Economic Cooperation at the Ministry of Foreign Affairs, said the fair provides strategic access beyond Europe. “FITUR brings together tourism and investment actors from over 165 countries, serving as a strategic gateway to Spain and Spanish-speaking markets,” Mayega noted.

At the IFEMA exhibition centre, Uganda showcased its diverse tourism and investment offerings, including wildlife and primate trekking, cultural heritage, speciality coffee, and hospitality investment opportunities. Officials highlighted tourism as a key driver of economic growth, partnerships, and sustainable development.

The engagement placed strong emphasis on business-to-business (B2B) partnerships, with Uganda engaging tour operators, hospitality investors, and destination developers on investment-ready opportunities in eco-lodges, hotels, resorts, MICE facilities, transport, and tourism infrastructure.

Private sector players welcomed the government’s market visibility efforts. Amos Wekesa, Managing Director of Great Lakes Safaris, commended the strategy. “We commend the government for investing in market visibility that will grow visitor numbers from Europe and Latin America,” Wekesa said.

Beyond tourism, visitors to Uganda stand to experience the country’s broader national brand, from vibrant culture and creative industries to premium Ugandan speciality coffee, reinforcing Uganda’s positioning as a trusted and competitive partner.

Officials said Uganda’s presence at FITUR 2026 underscores the country’s message to global markets: open for business, trade, and long-term investment, with tourism at the heart of its international engagement strategy.