Uganda Targets French Market at IFTM Top Resa as International Arrivals Surpass 1.6 Million
Uganda showcased its tourism offering at IFTM Top Resa in Paris from 15 to 17 September 2026, with a delegation of government agencies and 17 destination management companies and tour operators participating under the "Pearl of Africa" brand. The country recorded 1,642,215 international visitors in 2025 - a 19.7% increase year on year - with tourism receipts rising to US$1.62 billion. France has emerged as a priority growth market, with French arrivals more than doubling to 7,439 in 2025. Uganda's Embassy in Paris is targeting at least 13,000 French visitors, with a combined target of 18,000 from France, Spain and Portugal. Three branded buses carrying Uganda tourism messages are also running through central Paris as part of an outdoor advertising campaign.
Beyond visitor attraction, Uganda's IFTM participation forms part of its broader Economic and Commercial Diplomacy programme, with officials seeking business-to-business partnerships, investment, improved air connectivity and stronger European distribution networks. French foreign direct investment in Uganda exceeded US$1.6 billion in 2023, underlining the bilateral relationship. Ambassador Doreen Ruth Amule said the objective was to give travel professionals "the tools and contacts they need to sell the destination more effectively." Uganda is also using the platform to promote expanded accommodation options - including new properties near Bwindi, Kidepo Valley, Murchison Falls and Lake Victoria - and to highlight upcoming events such as the 2027 Africa Cup of Nations and the Pearl of Africa Tourism Expo as additional drawcards for international visitors.
Source: Lango News Network
