Uganda has once again captured the spotlight at the prestigious International Tourism Exchange Berlin (ITB) 2025, the world’s leading travel trade show. From March 4th to 6th, the vibrant and diverse offerings of Uganda were on full display, captivating the hearts and minds of attendees from around the globe.
Under the theme “Explore the Pearl of Africa,” Uganda’s exhibition at International Tourism Exchange Berlin (ITB) 2025 was a testament to the country’s rich cultural heritage, breathtaking landscapes, and unparalleled wildlife experiences. The Uganda Embassy in Berlin, in collaboration with the Ministry of Tourism, Uganda Tourism Board, Uganda Wildlife Authority, Uganda Airlines, Uganda Hotel Owners Association, and the Association of Uganda Tour Operators, came together to present a unified and compelling showcase of the nation’s tourism potential.
Visitors to Uganda’s booth were treated to an immersive experience, highlighting the country’s iconic attractions such as the misty mountains of Bwindi Impenetrable Forest, home to the endangered mountain gorilla, and the expansive savannas of Queen Elizabeth National Park. The stand also emphasized eco-tourism, cultural tourism, and adventure tourism, offering something for every type of traveler.
One of the standout features of Uganda’s presence at International Tourism Exchange Berlin (ITB) 2025 was the coffee cupping event hosted by the Uganda Embassy. This event provided attendees with the opportunity to savor the rich and aromatic flavors of Ugandan coffee, further enhancing the country’s reputation as a top destination for coffee enthusiasts.
The Uganda Tourism Board (UTB) team actively engaged with international tour operators, airlines, and media outlets, positioning Uganda as a must-visit destination. Lilly Ajarova, the outgoing CEO of Uganda Tourism Board, emphasized the importance of sustainable tourism and wildlife conservation in Uganda’s tourism strategy. “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 Ajarova.
Bradford Ochieng, Uganda Tourism Board’s Vice CEO, highlighted the significance of Uganda’s participation at the International Tourism Exchange Berlin(ITB) 2025: “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,” Ochieng added.
As Uganda continues to recover from the impacts of the COVID-19 pandemic, its presence at International Tourism Exchange Berlin (ITB) 2025 serves as a beacon of hope and resilience. The country’s participation in this global event underscores its commitment to promoting tourism, fostering international partnerships, and showcasing the beauty and diversity of the Pearl of Africa.
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