Uganda Eyes French Market Growth at IFTM Top Resa 2026

Uganda is making a strong presence at IFTM Top Resa 2026, France’s leading business-to-business tourism fair, held annually at Paris Expo Porte de Versailles from September 15-17. This year marks Uganda’s third consecutive appearance, underscoring its commitment to engaging with the French and broader European tourism markets.

The Ugandan delegation, coordinated by the Embassy of Uganda in Paris, includes the Minister of State for Tourism, Wildlife and Antiquities, Susan Nakawuki, and Ambassador Doreen Ruth Amule. The country’s participation is organized under the Government of Uganda’s Economic and Commercial Diplomacy (ECD) Programme.

Joining the Embassy and relevant ministries are the Uganda Tourism Board, the Uganda Wildlife Authority, and eleven private-sector Destination Management Companies (DMCs). These DMCs represent a diverse range of Ugandan tourism offerings, from adventure safaris to wildlife encounters.

The trade fair serves as a crucial platform for Ugandan tourism operators to connect with French and European buyers, fostering direct engagement and the establishment of commercial partnerships. This effort is particularly timely, as France has emerged as a significant source market for Ugandan tourism, with visitor numbers doubling in 2025 compared to the previous year. French tourists are also noted for their high spending and extended stays.

Uganda’s tourism sector has shown robust recovery, with international arrivals exceeding pre-pandemic levels in 2025 and revenues seeing a substantial increase. The country is promoting its rich offerings, including gorilla trekking in Bwindi and Mgahinga, Big Five safaris, mountain trekking in the Rwenzori Mountains, and unique Nile experiences.

Beyond tourism, Uganda is also highlighting its investment potential to French partners. France is a major foreign direct investor in Uganda, with significant inflows recorded in recent years. To amplify its presence, the Embassy launched a high-visibility promotional campaign in Paris featuring branded buses, generating millions of advertising impressions.

Uganda aims to leverage IFTM Top Resa 2026 to not only promote tourism but also to deepen investment ties, enhance air connectivity, and build sustainable partnerships. The country is presenting its diverse tourism products, emphasizing authenticity, nature, adventure, and sustainability, supported by new hospitality developments and upcoming flagship events designed to attract more European travelers.

This initiative aligns with Uganda’s Tenfold Growth Strategy, which seeks to significantly expand the economy by 2040. The focus on the French market is a strategic move to tap into a high-value segment and further bolster the nation’s tourism revenue and overall economic development.

Source: Nile Post