Members of the Association of Uganda Tour Operators (AUTO), supported by the Embassy of Uganda in Paris, are actively promoting Uganda as the Pearl of Africa at the International & French Travel Market (IFTM) from 15th-17th September 2026.
The Destination Uganda pavilion at Paris Expo Porte de Versailles is drawing French and international travel professionals with immersive displays of wildlife, gorilla habitats, landscapes and adventure offerings.
The presence highlights Uganda’s unique blend of mountain gorilla trekking, chimpanzee tracking, Big Five safaris, birding and cultural experiences, positioning the country as a premier sustainable tourism destination for the European market.
About the International & French Travel Market Paris Trade Fair
IFTM (International & French Travel Market), formerly known as Top Resa, is France’s leading professional B2B tourism trade show and one of Europe’s key industry events.
Held annually at Paris Expo Porte de Versailles (Hall 1), the 48th International & French Travel Market (IFTM) Paris edition runs from 15th-17th September 2026 and attracts approximately 32,000 tourism professionals, 1,650 brands and 177 destinations.
The event brings together the full travel ecosystem, national tourism boards, tour operators, travel agencies, hotels, airlines, cruise lines and technology providers, across leisure, business travel, MICE (Meeting, Incentives, Conference and Events/Exhibitions) and group segments.
The fair serves as a vital marketplace for forging partnerships, launching products and shaping travel trends for the French and international markets. Uzbekistan is the country of honour for 2026.
Opportunities for Uganda’s Tourism and Hospitality Sector Uganda’s participation at IFTM opens significant doors for growth:
- Strengthened visibility among French travel agents and tour operators, a key European source market.
- New business-to-business partnerships for safari packages, gorilla permits and multi-destination East African itineraries.
- Increased demand for eco-lodges, community-based tourism and responsible hospitality experiences.
- Opportunities for hotels, lodges and local operators to secure contracts that drive higher occupancy and longer visitor stays.
- Platform to promote sustainable practices, conservation-linked tourism and authentic cultural encounters that differentiate Uganda from mass-market destinations.
- Potential to boost arrivals from France and Francophone markets, supporting jobs across the tourism value chain from guides and drivers to community enterprises.
The active pavilion, featuring booths from operators such as Grassrootz Adventures Uganda, Kazinga Tours, Cheetah Safaris Uganda and others, demonstrates strong private-sector readiness to convert interest into bookings.
French arrivals to Uganda
French tourist numbers to Uganda have grown substantially in recent years, though they remain a relatively small share of overall arrivals.
French tourist arrivals to Uganda are growing fast but still small:
Latest numbers (2024-2026):
- More than 7,400 tourists from France have visited Uganda since 2024, compared to about 1,800 previously. That was reported by Uganda’s Ambassador to France in May 2026.
- In 2024 alone, about 3,500 tourists were visiting Uganda from the 3 countries where the Paris Embassy is accredited; France, Spain and Portugal combined.
Older baseline:
- A 2017 Uganda Tourism Board report said only 15,000 of the 1.6M French who visit Africa annually come to Uganda, compared to 60,000 from United Kingdom, this was blamed on language barrier.
- At that time Uganda received less than 40,000 French-speaking visitors in total
Context for 2024:
Total international arrivals to Uganda were 1.37M in 2024, up 7.7%, so French visitors are about 0.5% of total.
The Embassy in Paris is now targeting 10,000 tourists from France, Spain and Portugal after the influencer campaigns.
- The Embassy has set a target of 10,000 visitors from France or from France, Spain and Portugal combined in some statements for the following financial year.
- France ranks among Uganda’s growing European source markets, often noted as third after the United Kingdom and Germany. One report mentioned a +5% rise in French arrivals in 2024.
- Overall international tourist arrivals to Uganda reached approximately 1.37 million in 2024 and rose further to around 1.6 million in 2025, with tourism earnings of about USD 1.7 billion that year.
These figures come mainly from statements by Uganda’s Ambassador to France and related promotional campaigns including the 2026 Paris bus campaign and International & French Travel Market (IFTM) participation.
Official detailed country-by-country breakdowns from the Uganda Bureau of Statistics or Tourism Board are not always publicly granular for recent years.
What French visitors are typically interested in when visiting Uganda
French travellers to Uganda are generally drawn to authentic, nature-focused and responsible experiences rather than mass-market beach or city holidays. Key interests include:
Mountain gorilla trekking: The standout attraction mainly done in Bwindi Impenetrable National Park and Mgahinga Gorilla National Park in Southwestern Uganda. This is heavily featured in French-facing promotions and media.
Wildlife safaris and biodiversity: Game drives and boat safaris in Queen Elizabeth National Park, famous for tree-climbing lions and the Kazinga Channel, Murchison Falls National Park, and more remote areas such as Kidepo Valley National Park in Northeastern Uganda.
Landscapes and nature: This can be experienced at Rwenzori Mountains, the Source of the Nile, rainforests, savannahs and diverse ecosystems. Uganda is marketed as the “Pearl of Africa” for its scenic variety.
Cultural and community immersion: Visits to local communities like the Batwa in Bwindi Impenetrable National Park in Southwestern Uganda, traditional dances, crafts, storytelling and interactions with people. Recent familiarisation trips for French influencers have emphasised Northern Uganda and everyday life.
Gastronomy and food experiences: Growing interest in organic produce, street food for example the popular “Rolex”, local markets and culinary storytelling. Campaigns have highlighted Uganda’s food culture alongside wildlife.
Adventure and soft adventure: Hiking, chimpanzee tracking in Kibale National Park in Western Uganda, birdwatching and other activities.
Sustainable and responsible tourism: Eco-lodges, conservation-linked experiences and lower-impact travel that support communities and wildlife protection. French travellers often value authenticity and ethical travel.
French visitors tend to respond well to storytelling that combines wildlife encounters with human warmth, culture and nature, and they appreciate destinations that feel less crowded than classic East African safari circuits.
Uganda’s ongoing promotions in France including Embassy-led campaigns, influencer trips, TV features such as Échappées Belles, and presence at International & French Travel Market (IFTM) Paris specifically highlight these strengths to convert interest into bookings.
Frequently Asked Questions (FAQs)
What is Uganda promoting at International & French Travel Market (IFTM) 2026?
The Pearl of Africa’s wildlife including mountain gorillas, chimpanzees and the Big Five (lion, leopard, elephant, buffalo & rhino), diverse landscapes, adventure activities and cultural experiences, with a strong emphasis on responsible and sustainable tourism.
Who is leading Uganda’s participation in International & French Travel Market (IFTM) 2026?
The Embassy of Uganda in Paris, in collaboration with members of the Association of Uganda Tour Operators (AUTO).
When and where is the event taking place?
15th-17th September 2026 at Paris Expo Porte de Versailles, Hall 1. Opening hours are generally 09:30-19:00 (closing earlier on the final day).
Is International & French Travel Market (IFTM) 2026 open to the public?
No. It is a professional B2B (Business to Business) trade fair restricted to accredited tourism industry representatives.
How can travellers or operators engage with Uganda after the fair?
Through direct contact with participating operators or specialised Uganda specialists who can arrange tailor-made itineraries.
For authentic, responsible Uganda safari experiences, including gorilla trekking in Bwindi Impenetrable National Park, chimpanzee tracking in Kibale National Park, wildlife safaris and cultural immersions, contact Responsible Tourism Company Ltd.
We designs sustainable, tailor-made journeys across Uganda and East Africa that prioritise conservation, community benefit and unforgettable encounters;
Call/WhatsApp: +256 704 023 485
Visit www.responsibletourismcompany.com
Email: info@responsibletourismcompany.com
About Responsible Tourism Company Ltd
Responsible Tourism Company Ltd is a Kampala-based tour operator specialising in sustainable, tailor-made safaris and responsible travel experiences in Uganda and East Africa.
Focus areas include gorilla and chimpanzee trekking, wildlife safaris, birding, cultural tours and adventure travel that support conservation and local communities.