Overview:
Through a multi-agency partnership, Uganda is pitching infrastructure and eco-tourism opportunities in Madrid to accelerate its transition to a $500 billion economy.
MADRID — Uganda has launched a major diplomatic and economic offensive at the International Tourism Trade Fair in Madrid, seeking to capture a larger share of the European travel market and drive its national economy toward a $500 billion target by 2040.
The delegation, attending the event known as FITUR through Jan. 25, is positioning the East African nation as a premier destination for sustainable travel while courting Spanish investors for large-scale infrastructure projects.
Government officials said the push into Southern Europe is a key pillar of Uganda’s National Development Plan IV, which treats tourism as a strategic engine for job creation and foreign exchange. While Spanish interest in African long-haul travel is rising, Uganda’s presence in the market has historically remained limited — a gap the current mission aims to close.
Doreen Ruth Amule, Uganda’s ambassador to Spain, said the move targets a growing demand among Spanish travelers for nature-based and culturally immersive experiences.
Spain represents a high-potential tourism source market for Uganda, supported by a strong outbound travel culture and growing demand for experiential, nature-based, sustainable and culturally immersive travel, Amule said.
The participation is coordinated through a public-private partnership including the Ministry of Foreign Affairs and the Uganda Tourism Board. Beyond the Spanish capital, officials view the fair as a strategic entry point into the broader Spanish-speaking world, including Latin America.
Ambassador Henry Mayega, head of international economic cooperation at the Ministry of Foreign Affairs, said the event allows Uganda to engage with industry leaders from more than 165 countries.
This engagement supports Uganda’s foreign policy and economic objectives by positioning the country as a competitive tourism destination and a reliable partner for trade and investment, Mayega said.
At the IFEMA Madrid convention center, Uganda is showcasing its comparative advantages in primate trekking, birding and wildlife safaris. Simultaneously, the delegation is pitching investment-ready opportunities in eco-lodges, transport services and conference tourism to hospitality developers.
Amos Wekesa, a prominent tourism stakeholder and founder of Great Lakes Safaris, said the government’s presence in Madrid is essential for long-term growth. He said the investment will gradually improve visitor numbers from France, Spain and Latin America.
The Ugandan exhibition also features the country’s specialty coffee and creative industries, part of an integrated branding effort to market the nation as a diverse trade partner.