MADRID — Uganda is pitching its tourism and investment opportunities this week at the International Tourism Trade Fair, part of a diplomatic push to reach Spanish-speaking markets and grow its economy.
The delegation is attending the fair, known as FITUR, at the IFEMA Madrid convention center through Sunday. The group includes officials from the Ministry of Foreign Affairs and the Uganda Tourism Board, along with private tour operators.
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The effort is tied to a national development plan that identifies tourism as a primary engine for foreign exchange and job creation. Government officials have set a long-term goal of expanding the national economy to $500 billion by 2040.
Doreen Ruth Amule, Uganda’s ambassador to Spain, said the Spanish market has a strong demand for the type of nature-based and sustainable travel Uganda offers.
Spain represents a high-potential tourism source market for Uganda, Amule said.
Ambassador Henry Mayega, head of international economic cooperation at the Ministry of Foreign Affairs, said the fair serves as a gateway to both Europe and Latin America. He said the event allows the country to reach travelers and investors from more than 165 nations.
FITUR is among the world’s leading tourism exhibitions, Mayega said. He added that the goal is to position the country as a competitive destination and a reliable partner for trade.
Uganda is highlighting its wildlife safaris, primate trekking and cultural heritage at the event. It is also seeking investors for eco-lodges, transport services and conference infrastructure.
Amos Wekesa, a tourism promoter and founder of Great Lakes Safaris, said government investment in these types of international fairs is necessary to improve visitor numbers from Europe and South America.
The Ugandan exhibition also includes showcases for the country’s specialty coffee and creative industries.
