Uganda is using a major Paris travel trade fair to promote its wildlife, landscapes and tourism experiences to French and wider European buyers.
Uganda is intensifying its efforts to attract more visitors from France and the wider European market through its participation in the International & French Travel Market (IFTM) Top Resa 2026 in Paris.
The business-to-business tourism event is running from September 15 to 17 at Paris Expo Porte de Versailles, bringing together tourism organisations, destinations, travel companies and other players from the international travel industry.
Uganda’s participation is being coordinated by its embassy in Paris, with a delegation that includes Uganda’s ambassador to France and the Minister of State for Tourism, Wildlife and Antiquities.
The appearance gives Uganda an opportunity to present the country directly to travel professionals who influence holiday choices, tour packages and international travel programmes.
Tourism officials are highlighting the range of experiences available in Uganda, including wildlife viewing, primate tracking, nature-based travel, cultural experiences and adventure tourism.
The strategy is aimed not only at individual travellers but also at strengthening relationships with tour operators, travel agencies and other businesses that can package Uganda into European itineraries.
For Uganda, European tourism is important because international visitors can contribute to several parts of the economy at the same time. Spending by tourists can support hotels, restaurants, transport companies, guides, conservation activities, craft businesses and local communities.
Wildlife and nature tourism can also generate revenue that helps sustain protected areas and creates incentives for conservation. The country therefore has an interest in turning international visibility into actual bookings and longer stays.
The Paris event also gives Uganda a platform to explain what makes its tourism offer different. The country has a combination of savannah wildlife, mountain landscapes, forests, lakes and rivers, as well as cultural and community experiences.
Gorilla and chimpanzee tourism remain internationally recognised attractions, while national parks provide opportunities to see elephants, lions, buffaloes, antelopes and many bird species. The Nile and Uganda’s adventure tourism products add another dimension for visitors seeking activities beyond traditional game drives.
The challenge is to convert promotional appearances into sustained demand. International travelers compare destinations on price, accessibility, safety, service quality, accommodation, transport and the ease of booking a trip.
Uganda’s tourism stakeholders therefore need to maintain strong relationships with overseas operators and ensure that the experiences advertised to customers match the service delivered on the ground. Digital marketing, clear information and reliable travel partnerships can complement physical trade fairs such as Top Resa.
Uganda’s participation comes as tourism markets continue to compete for visitors who have many destinations to choose from. French travellers can consider destinations across Africa, Europe, Asia and the Americas, meaning Uganda must communicate its attractions clearly while offering practical travel information.
Meetings at the Paris exhibition can help Ugandan operators identify what European buyers are looking for and adjust packages accordingly.
The event is taking place at a time when Uganda is seeking broader international recognition for its tourism products. Increased visibility can help private tourism companies reach new customers, while stronger destination marketing can support national efforts to grow foreign-exchange earnings and employment.
The results, however, will depend on whether contacts made at the exhibition develop into partnerships, bookings and repeat business over time.
Uganda’s presence in Paris is therefore more than a promotional exercise. It is part of a wider effort to connect the country’s tourism industry with international markets and decision-makers.
As the event continues through September 17, tourism stakeholders have an opportunity to present Uganda’s attractions, listen to European market needs and build relationships that could influence visitor numbers in the seasons ahead.