Uganda is targeting a bigger share of the French tourism market at the International and French Travel Market Top Resa 2026 in Paris, backed by a 19.7 per cent surge in international arrivals and a strategic economic diplomacy push.
Uganda is making a concerted push into the European travel sector as its delegation takes center stage at the International and French Travel Market (IFTM Top Resa 2026) in Paris. Running from September 15 to 17 at Paris Expo Porte de Versailles, the three-day B2B trade fair serves as the primary platform for the nation’s high-level delegation to court European tour operators, investors, and travel buyers.
The Embassy of the Republic of Uganda in Paris is coordinating the country’s participation at Stand T072 under the government’s Economic and Commercial Diplomacy Programme, marking Uganda’s third consecutive participation in the premier French industry event. Leading the delegation are H.E. Amb. Doreen Ruth Amule, Ambassador of Uganda to France and Permanent Delegate to UNESCO, and Hon. Susan Nakawuki, Minister of State for Tourism, Wildlife and Antiquities.
Tourism Growth Aligned with National Development
The diplomatic offensive builds directly upon robust post-pandemic recovery figures. Provisional data released by the Ministry of Tourism, Wildlife and Antiquities shows that Uganda welcomed 1,642,215 international visitors in 2025, representing a 19.7 per cent year-on-year increase that surpasses pre-pandemic performance. Tourism revenues climbed correspondingly to USD 1.62 billion, marking a 21.3 per cent financial gain.
France has emerged as one of the country’s top 10 global source markets. French visitor arrivals more than doubled to 7,439 in 2025 compared to the previous year. Officials note that French travellers represent a high-value demographic, with average expenditure exceeding USD 2,025 and typical stays ranging from eight to more than 15 nights.
This hospitality expansion feeds directly into Uganda’s Tenfold Growth Strategy, a national framework targeting the transformation of the domestic economy into a USD 500 billion economy by 2040. Government planners view expanded tourism receipts as an essential driver for national development.
Public-Private Partnerships and Direct Trade Contracting
While the state establishes the regulatory framework, conservation policies, and infrastructure upgrades, the operational delivery rests with the private sector. Eleven private destination marketing companies are exhibiting alongside state agencies, including the Uganda Tourism Board and the Uganda Wildlife Authority.
Participating destination management companies at the Paris exhibition include Africa Adventure Vacations, Cheetah Safaris Uganda, Destination Jungle, Grassrootz Adventures, Home to Africa, Ibis Adventures, Kazinga Tours, Let’s Go Travel, Sites Travel Uganda, Tripcare Adventures, and Terrace Safaris. These operators use the trade floor to negotiate and contract directly with European buyers.
Our objective goes beyond promotion.
H.E. Amb. Amule, Ambassador of Uganda to France and Permanent Delegate to UNESCO
Ambassador Amule confirmed that the current diplomatic push aims to capture at least 13,000 visitors specifically from France, while targeting a combined total of 18,000 arrivals from France, Spain, and Portugal.
High-Visibility Campaigns and Deepening Investment Ties
Ahead of the trade fair, the embassy launched a high-visibility transit advertising campaign across Paris. Three fully branded Uganda buses operated on central routes, passing landmarks including the Eiffel Tower. Embassy projections estimate the campaign generated up to eight million out-of-home impressions to capture the attention of prospective travellers and investors.
Economic ties between Paris and Kampala extend far beyond leisure travel. According to the Bank of Uganda’s Foreign Direct Investment Report 2023, French foreign direct investment exceeded USD 1.6 billion in 2023, accounting for 53 per cent of total national inflows.
To accommodate rising visitor numbers, the hospitality landscape is undergoing a notable upgrade. Recent additions feature the 181-room Kampala Marriott Hotel, Hemingway’s Hotel near Entebbe International Airport, and lodges such as Erebero Hills and Gorilla Forest Lodge in Bwindi, Namoni Lodge near Kidepo Valley, Kulu Ora in Murchison Falls, and Paradise Island Resort on Lake Victoria.
Showcasing Biodiversity and Upcoming Continental Events
At the Paris exhibition, Uganda is pitching its core environmental and adventure assets, emphasizing that the country safeguards more than half of the world’s remaining mountain gorilla population within Bwindi Impenetrable and Mgahinga Gorilla National Parks. Additional offerings include Big Five safaris across 10 national parks, mountaineering in the Rwenzori range, Nile-based adventures, and specialized birdwatching.
Looking beyond the immediate trade negotiations, the delegation is encouraging European tour operators to build itineraries around upcoming international calendar events.