PARIS — Uganda’s tourism engagement at IFTM Top Resa in Paris has entered a more commercially focused phase, with French and European travel buyers turning from general destination enquiries to discussions on 2027-2028 contracts, gorilla permit allocations and itineraries linked to the 2027 Africa Cup of Nations.
On the second day of the three-day tourism trade fair, Uganda’s 11 participating Destination Marketing Companies (DMCs) reported fully booked pre-scheduled meetings at Stand T072 in the Africa and Indian Ocean Hall, alongside additional walk-in enquiries.
The shift towards advance contracting marks a key development for Uganda’s participation in the French market, where the country is seeking to increase arrivals and attract longer-staying, higher-spending visitors.
The Embassy of Uganda in Paris said the participating operators are engaging buyers on packages covering gorilla and chimpanzee tracking, Big Five safaris, Rwenzori trekking, Nile adventures, birding and community tourism.
Discussions are also incorporating the 2027 Africa Cup of Nations, which Uganda will co-host with Kenya and Tanzania, as an opportunity to develop multi-destination travel packages around the tournament.
Uganda’s delegation is being led by Minister of State for Tourism, Wildlife and Antiquities Susan Nakawuki and Ambassador Doreen Ruth Amule, Uganda’s Ambassador to France and Permanent Delegate to UNESCO.
The delegation is using the meetings to engage French travel trade media, tourism organisations and potential investors, while Ugandan operators hold direct discussions with European buyers.
Uganda is participating in IFTM Top Resa for the third consecutive year under the Government’s Economic and Commercial Diplomacy Programme. The fair runs from September 15 to 17 at Paris Expo Porte de Versailles.
France market records strong growth
The commercial push comes as France has emerged among Uganda’s top 10 international tourism source markets.
Uganda recorded 7,439 French visitors in 2025, more than double the number recorded in 2024, according to figures cited by the Embassy and Ministry of Tourism.
French visitors recorded average expenditure of more than $2,025, with average stays ranging from eight to more than 15 nights.
Uganda recorded 1.64 million international visitors in 2025, a 19.7% increase from the previous year, while tourism receipts reached $1.62 billion.
The growth in French arrivals is giving Ugandan operators a larger base from which to negotiate future business, particularly for products aimed at travellers seeking wildlife, nature and adventure experiences.
Eleven operators at the Paris fair
Uganda has more than doubled the number of private-sector tourism companies participating in the fair compared with 2025.
The 11 DMCs are Africa Adventure Vacations, Cheetah Safaris Uganda, Destination Jungle, Grassrootz Adventures, Home to Africa, Ibis Adventures, Kazinga Tours, Let’s Go Travel, Sites Travel Uganda, Tripcare Adventures and Terrace Safaris.
The Embassy said the companies are being facilitated under its Economic and Commercial Diplomacy Programme, which brings together Government agencies and private operators to expand commercial links with the French and wider European travel market.
Uganda’s delegation includes the Ministry of Foreign Affairs, Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board and Uganda Wildlife Authority.
AFCON 2027 adds new opportunity
The operators are also positioning Uganda’s co-hosting of AFCON 2027 as an additional tourism product for the European market.
The tournament is expected to create opportunities for travel packages combining football with Uganda’s wildlife, gorilla trekking, adventure and cultural attractions.
The Rwenzori Marathon, scheduled for August 21-22, 2027, and the Pearl of Africa Tourism Expo scheduled for May 20-22, 2027, are also being presented to international operators as potential additions to Uganda itineraries.
Uganda’s participation at IFTM Top Resa is therefore moving beyond visibility and destination promotion towards securing future travel business, with the second day focused on converting buyer interest into planned itineraries and commercial relationships.
The fair concludes on September 17.
