By Joseph Mary Buwule
Uganda Tourism Board is leading the country’s destination marketing drive at ITB Berlin 2026 in Germany, running from March 3–5 under the global expo theme, “The world of travel lives here.” The international travel trade show has drawn more than 150,000 exhibitors, travel agents, and industry professionals from across the globe.
Uganda continues to leverage ITB Berlin as a key gateway to the German and wider European market. Germany ranks among Uganda’s top source markets for visitors, making it a strategic focus for sustained tourism growth and partnerships.
The Ugandan delegation is headed by Hon. Fred Bwino Kyakulaga, Minister of State for Agriculture, alongside H.E. Stephen Mubiru, Ambassador and Head of Mission in Berlin. Other officials include Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, and Geoffrey Serembe, Under Secretary at the Ministry of Tourism, Wildlife and Antiquities. Representatives from the Ministry of Agriculture, Animal Industry and Fisheries, Ministry of Tourism, Wildlife and Antiquities, Uganda Wildlife Authority, and Uganda Airlines are also part of the team, alongside 26 Ugandan tour operators and hotel operators engaging in structured business-to-business meetings with European buyers.
At the Uganda exhibition stand, promotional activities are highlighting the country’s diverse attractions — from wildlife safaris and gorilla trekking to cultural heritage and adventure tourism. Visitors are also experiencing Uganda’s premium coffee through curated tasting sessions, reinforcing the link between tourism promotion and agricultural exports.
By participating in ITB Berlin, Uganda aims to deepen commercial ties, attract more European visitors, and position itself not only as a leading African tourism destination but also as a dependable supplier of high-quality agricultural products.