Destination Uganda Takes Center Stage at ITB Berlin

Berlin, Germany– Team Uganda is tapping into the European market at the ITB Berlin Expo. Europe contributes a smaller but strategic overseas market segment, with roughly 39,000+ European visitors annually. This number needs to increase since Uganda’s tourism sector is expected to contribute $50 billion under the government’s tenfold growth and target of $500 billion by 2040.

Destination Uganda is being showcased at ITB Berlin, Germany, that started 3rd to 5th March under the theme “The world of travel lives here.” This event has attracted over 150,000 exhibitors, travel agents, and trade visitors from around the world. Uganda has maintained a strong presence at the ITB Berlin expo as a strategic platform to position the destination in the German market. Germany is one of the top seven source countries for Uganda that represent the European market, making it a significant segment.

“ITB Berlin Expo connects Uganda directly to European buyers. We are witnessing a see strong demand for authentic African experiences already at the expo. Germany is one of the top seven source countries for Uganda that represent the European market, which we must grow,” Dr Gessa Simplicious, Head of Public Relations.

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, CEO of Uganda Tourism Board and Under Secretary MTWA, Serembe Geoffrey. The delegation includes

representatives from the Ministry of Agriculture, Animal Industry, and Fisheries; the Ministry of Tourism, Wildlife, and Antiquities; Uganda Wildlife Authority; Uganda Airlines, 26 Ugandan tour operators and hoteliers, and is engaging directly with European travel trade partners through structured business-to-business (B2B) engagements.

Through the promotion activations at the Uganda stand in Berlin, the diverse tourism offering includes wildlife safaris, culture, adventure experiences, and gorilla trekking alongside premium coffee cupping experiences. The integrated presentation highlights

Uganda’s commitment to advancing Economic and Commercial Diplomacy through tourism promotion and export diversification.

Uganda’s participation aims to strengthen trade partnerships, increase tourism arrivals from Europe, and promote the country as a premier destination and reliable supplier of highquality agricultural products.