Last week, a Ugandan delegation comprising officials from the Tourism Ministry, Uganda Tourism Board, Ministry of Agriculture, Uganda Embassy in Berlin, Tour operators and hoteliers participated in one of the world’s leading travel trade shows -ITB Berlin.
Themed “Discover the stories behind 60 years of legacy,” the 2026 ITB Berlin travel trade show featured over 5,000 exhibitors from over 170+ countries, focusing on sustainability in tourism and industry resilience.
The Ugandan delegation arrived in Germany with a mission to transform the world’s perception of the country, giving attendees the feel of the “Pearl of Africa” through various aspects like cultural showcases, wildlife conservation successes, sought-after coffee experiences and of course, the scenic natural features Uganda is well-known for.
From March 3rd to 5th, the exhibition halls buzzed with destination marketing presentations, cultural exchanges, and business to business engagements
Traditional Ugandan dancers took center stage, flooding the space with rhythm, color, and true Ugandan energy. Their authentic performances drew in crowds, offering audiences a brief but transporting journey from Berlin’s bustling pavilions to the welcoming heart of the “Pearl of Africa.”
This visual tapestry of cultural depth turned heads and sparked spontaneous conversations about Uganda, her numerous destinations, business opportunities and the intriguing culture in all its intricate diversity.
Juliana Kagwa, CEO of the Uganda Tourism Board, who led the high-powered delegation, said, “We wanted people to feel Uganda, to experience our warmth.’’
A National Effort
Behind the spectacle was a meticulously coordinated national effort. The Embassy of the Republic of Uganda in Berlin, led by Ambassador H.E. Stephen Mubiru, collaborated closely with Ugandan tourism stakeholders to maximize the opportunity.
They were joined by Minister of State for Agriculture Hon. Fred Kyakulaga Bwino, representatives from the Uganda Wildlife Authority, Uganda Airlines, Geoffrey Seremba -Under Secretary at the Ministry of Tourism, and 26 Ugandan tour operators and hoteliers.
This presence was further bolstered by a group of sustainable tour operators supported by the Centre for the Promotion of Imports (CBI), including companies like Matoke Tours Africa, Churchill Safaris, and Africa Runners Ltd, who were on hand to showcase their eco-conscious packages to the European market.
These aimed at spotlighting Uganda’s eco responsible and sustainable tourism strategies, making an appeal to the niche buyers for eco-tourism in the European travel market.
The delegation also used the platform to share a powerful message about wildlife conservation during a panel discussion titled “Conservation in conflict: The Uganda approach to white rhinos and chimpanzees” which drew in a packed audience at the ITB Lighthouse Stage.
UTB’s Kagwa, and the Tourism Ministry’s Commissioner for Tourism Vivian Lyazi and a representative from the Uganda Wildlife Authority presented Uganda’s integrated conservation model in which tourism revenue directly funds the protection of endangered species.
They highlighted the remarkable comeback of the white rhino – once declared extinct in the wild in Uganda in 1983 due to poaching and political instability – with the country now boasting approximately 60 rhinos.
The message extended beyond Uganda’s rhino conservation success, it resonated deeply with an international audience increasingly concerned with sustainable travel.
Why ITB Berlin?
In 2024, the Ministry of Tourism, Wildlife and Antiquities released a performance report which revealed the tourism industry’s shift towards high-value tourism, with international visitors staying longer (average 8.7 nights) and spending more (USD 125 per day).
According to the report, the key source markets for international tourists included India, the USA, China, the UK, Canada and Germany, while top regional markets remained Kenya, Rwanda, South Sudan, Burundi, and Eritrea.
However, leisure travellers from the USA, UK, Germany, Kenya, and Rwanda led the pack, showing a strong blend of long-haul and regional interests.
Germany and the BENELUX (Belgium, Netherlands and Luxemburg) region accounted for a larger percentage of long-haul, high-value visitors to Uganda with strong interest in sustainable nature and adventure.
Uganda’s participation at the 60th ITB Berlin show sought to reinforce the country’s stronghold on Germany as a source market – capitalizing on the existing tourism business ties to generate more but also to drive interest in the other sectors of the industry like the fast-growing MICE – Meetings, Incentives, Conferences and Events component.
According to the Tourism Ministry, Uganda is strategically targeting the European market, which currently contributes more than 39,000 visitors annually, with Germany ranking among its top seven source markets.
During the course of the 3 days, international buyers seeking fresh, distinctive travel packages for a growing eco-tourism market flocked to the Uganda stand, travel partners eager to forge new relationships with Ugandan tour operators scheduled meetings and the structured business-to-business (B2B) engagements were packed.