Uganda Eyes French Tourism Market Growth at IFTM Top Resa 2026

Uganda is making a significant push into the French and broader European tourism sectors, exhibiting at the IFTM Top Resa 2026 in Paris. The Ugandan pavilion, located in the Africa & Indian Ocean Hall, features eleven destination management companies (DMCs) engaging in scheduled meetings with European travel industry professionals.

This increased presence is bolstered by strengthening diplomatic ties with France and a resurgence of international interest in Uganda as a travel destination. The participation follows the World Health Organization’s declaration of the end of the Ebola outbreak, leading to the lifting of travel advisories.

Ugandan officials report a notable rise in interest from French buyers, with discussions progressing beyond basic destination awareness to potential bookings for 2027 and 2028. Key attractions being promoted include gorilla trekking permits for Bwindi and Mgahinga, alongside multi-destination packages that could be enhanced by Uganda’s co-hosting of the 2027 Africa Cup of Nations (AFCON).

The eleven participating Ugandan DMCs, operating under the Embassy of Uganda in France’s Economic and Commercial Diplomacy Programme, represent a more than doubling of the companies that attended the previous year’s event. They are showcasing a diverse range of tourism products, from primate tracking and Big Five safaris to mountain trekking, adventure tourism on the Nile, birding, and community-based tourism initiatives.

Uganda’s tourism pitch emphasizes conservation and community involvement, highlighting how tourism revenue directly benefits local communities near protected areas. The country aims to capitalize on its appeal as a prime location for primate tourism and its rich biodiversity, including over 1,090 recorded bird species.

France is recognized as a key source market for Ugandan tourism, with visitor numbers more than doubling from 2024 to 2025. French tourists typically spend over USD 2,025 per trip and stay for an average of eight to fifteen nights.

In addition to the trade fair, Uganda has launched an outdoor advertising campaign in Paris, branding three buses that traverse popular tourist areas, generating an estimated eight million impressions. This multi-faceted approach aims to convert growing visibility into tangible business partnerships and increased tourist arrivals.

Uganda’s Minister of State for Tourism, Wildlife and Antiquities, Susan Nakawuki, and Uganda’s Ambassador to France, Doreen Ruth Amule, are leading the engagements, meeting with French media, tourism organizations, and potential investors.