🇺🇬 Uganda has commenced a high-impact participation at ITB Berlin 2026, positioning itself as a competitive tourism, trade and investment destination within the European market. The three-day global expo, held in Berlin, Germany from 3rd–5th March under the theme “The world of travel lives here,” has drawn more than 150,000 exhibitors, travel agents and trade professionals from across the globe.
Uganda’s delegation is led by Hon. Kyakulaga Fred Bwino, Minister of State for Agriculture; H.E. Stephen Mubiru, Ambassador and Head of Mission; Juliana Kagwa, Chief Executive Officer of Uganda Tourism Board; and Under Secretary Serembe Geoffrey. The team includes representatives from the Ministry of Agriculture, Animal Industry and Fisheries; the Ministry of Tourism, Wildlife and Antiquities; Uganda Wildlife Authority; Uganda Airlines; alongside 26 Ugandan tour operators and hoteliers.
At the Uganda stand, structured business-to-business engagements are connecting European buyers with the country’s diverse tourism and export portfolio. Visitors are experiencing curated presentations on wildlife safaris, gorilla trekking, adventure tourism and rich cultural heritage, complemented by premium coffee cupping sessions that highlight Uganda’s globally competitive Arabica and Robusta varieties.
Germany remains one of Uganda’s top European source markets, making its presence at ITB Berlin a strategic component of the country’s Economic and Commercial Diplomacy agenda. By integrating tourism promotion with agricultural export branding, Uganda is reinforcing its reputation as both a premier travel destination and a reliable supplier of high-quality products.
Participation at ITB Berlin 2026 is expected to strengthen trade partnerships, increase European tourist arrivals and expand long-term investment flows into Uganda’s tourism and agribusiness sectors. Explore Uganda – The Pearl of Africa.
