Uganda Pushes to Expand European Market Share at Paris Tourism Expo

16 September 2026, 7:11 pm

By Finellah Akullu Opio

Ugandan Ambassador to France, Doreen Ruth Amule has called for intensified tourism marketing to attract more French tourists and grow Uganda’s market share across Europe.

Speaking on Tuesday at the ongoing 2026 IFTM Top Resa tourism exhibition at Paris Expo Porte de Versailles, Amule emphasized that sustained visibility is crucial as Uganda competes with established destinations like Kenya, Tanzania, South Africa, and Rwanda.

Amule, who also serves as Permanent Delegate to UNESCO noted that despite its long-standing reputation as the “Pearl of Africa,” Uganda has historically not marketed itself as aggressively as its regional neighbors.

Amule attributed this growth to multi-channel marketing campaigns, including digital platforms, social media, translated promotional materials, radio, television, and collaborative drives with travel influencers

French Arrivals SurgeAccording to figures presented at the three-day Paris trade show running through September 17, Uganda welcomed 7,439 French visitors in 2025—more than double the figure recorded in 2024.

Building on this momentum, the embassy has set a target of at least 13,000 visitors from France, aiming for a combined total of 18,000 travelers across France, Spain, and Portugal.

State Minister for Tourism Susan Nakawuki urged public and private stakeholders to pool resources to address operational challenges and market Uganda’s diverse portfolio more aggressively.

Anne Nakure, a tour operator with Grassrootz Adventures Uganda, observed that European travel agents are increasingly seeking complete itineraries that go beyond mountain gorilla trekking to include primates, wildlife safaris, birding, and cultural experiences.

Echoing this sentiment, French tourism executive François Lévêque admitted that learning about Uganda’s broader offerings changed his perspective, transforming his view of the country from a single-attraction gorilla destination into a diverse nature and wildlife hub.

Ugandan officials hope the country’s expanded presence at IFTM Top Resa will secure direct partnerships with European tour operators to sustain foreign exchange growth and local job creation.