Uganda benchmarking at ITB Berlin 2025

The ITB (Internationale Tourismus Börse) Berlin, the world’s premier travel trade show, is currently taking place in Germany. It attracts tourism professionals, travel enthusiasts, and business leaders from around the globe.

Uganda is among the 10,000 exhibitors from over 180 countries, proudly showcasing the country’s rich beauty, vibrant culture, and unique travel experiences as the Pearl of Africa.

Since its launch in 1966, ITB has grown from a small exhibition with just five participating countries into a global powerhouse, attracting approximately 180,000 visitors annually. 

The event brings together a diverse array of tourism businesses, including cities, tour operators, airlines, booking systems, and hotels, all gathering under one roof to highlight the latest trends, services, and destinations in the thriving travel industry.

Uganda's presence at ITB

This year, Uganda’s exhibition stalls stand out, offering visitors the chance to discover the country’s iconic wildlife, breathtaking landscapes, and rich cultural heritage. 

From the misty mountains of Bwindi Impenetrable Forest, home to the endangered mountain gorilla, to the expansive savannas of Queen Elizabeth National Park, Uganda’s diverse offerings are on full display.

The stand emphasizes the wide variety of experiences available including catering to eco-tourism, cultural tourism, and adventure tourism. 

The Uganda Tourism Board (UTB) team is actively engaging with international tour operators, airlines, and media outlets to position Uganda as a must-visit destination.

“ITB Berlin remains an invaluable platform for us to showcase Uganda’s diverse offerings to the global market. This year, we’re focusing on sustainable tourism, wildlife conservation, and promoting Uganda as an affordable and exciting alternative to more traditional African destinations,” said Lilly Ajarova, the outgoing CEO of the Uganda Tourism Board.

Bradford Ochieng, UTB’s Vice CEO, highlighted the importance of the event:

“With 180,000 visitors, ITB Berlin continues to be a major networking hub for tourism professionals. Uganda’s booth stands as a testament to the country’s growing significance in the global tourism market.

Both tourists and industry professionals are increasingly drawn to Uganda’s unique offerings, from adventure tourism to deep cultural immersion and a commitment to sustainability and conservation,” chipped Ochieng.

Gessa Simplicious, the Communications Manager at UTB, added, “While Uganda has always participated in ITB, this year’s presence is particularly important as the tourism sector continues its recovery from the COVID-19 pandemic. ITB serves as a key event for discovering new destinations, forging partnerships, and discussing the future of tourism in a post-pandemic world.”

Uganda’s strategic participation at ITB

Uganda’s participation aligns with the country’s broader strategy to become a leader in eco-friendly and responsible tourism.

The excitement surrounding the event stems from its potential to forge new collaborations and partnerships with global tour operators, airlines, and other key tourism stakeholders.

Mary Mugyenyi, the entrepreneur behind Nshenyi Cultural Village in Ntungamo, views the fair as an invaluable opportunity to raise Uganda’s profile in the international tourism market. 

“For destinations like ours, ITB is an excellent opportunity to showcase our commitment to sustainable tourism and responsible travel practices. It also creates the potential for increased bookings from European travellers, further cementing Uganda’s position on the global tourism map,” she said.

Sustainable tourism and global partnerships

Uganda’s efforts to promote sustainable tourism continue to take centre stage at ITB. 

The country’s natural resources, wildlife populations, and diverse ecosystems remain priorities in its conservation efforts. 

Uganda is working closely with global tourism bodies to encourage responsible travel and eco-friendly practices, which is reflected in the country’s continued engagement at events like ITB Berlin.

Looking ahead to the Pearl of Africa Tourism Expo in May 2025, Uganda is set to continue its momentum on the global tourism stage. 

The opportunities created at ITB Berlin are expected to open new doors for the country’s recovering industry, further establishing it as a top destination for travellers seeking unforgettable experiences.

For those interested in exploring the Pearl of Africa, ITB Berlin serves as the ideal starting point to plan their next adventure. 

As the event progresses, Uganda is certain to leave a lasting impression on the global tourism industry, sparking wanderlust in travellers from all corners of the world.