Uganda is captivating global travel professionals at this year’s ITB Berlin, where “Destination Uganda” is being showcased from March 3–5 under the theme “The world of travel lives here.”The internationally acclaimed travel trade exhibition has drawn more than 150,000 exhibitors, travel agents, and trade visitors from across the globe, providing Uganda with a strategic platform to strengthen its footprint in the German and wider European markets.Germany remains one of Uganda’s top seven source markets, making it a significant segment within the European tourism portfolio. Uganda has consistently maintained a strong presence at the Berlin expo as part of its broader strategy to position itself as a premier travel destination and a reliable supplier of high-quality agricultural products.Uganda’s delegation is led by Hon. Kyakulaga Fred Bwino, Minister of State for Agriculture, alongside H.E. Stephen Mubiru, Ambassador and Head of Mission. The team also includes Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, and Under Secretary Serembe Geoffrey from the Ministry of Tourism, Wildlife, and Antiquities.Hon. Kyakulaga Fred Bwino, Minister of State for Agriculture and Juliana Kagwa, the CEO Uganda Tourism Board supervising the Ugandan Pavilion. Representatives from the Ministry of Agriculture, Animal Industry, and Fisheries; Ministry of Tourism, Wildlife, and Antiquities; the Uganda Wildlife Authority; Uganda Airlines; as well as 26 Ugandan tour operators and hoteliers are participating in structured business-to-business (B2B) engagements with European travel trade partners.Uganda has become Africa’s leading coffee exporter, with exports for the 12 months ending October 2025 reaching a record 8.4 million 60-kg bags valued at US$2.4 billion. This represents a 46.96% increase in volume and a 77.33% rise in value. The growth has been driven largely by high-quality Robusta, which accounts for about 84% of exports, alongside steadily increasing Arabica production. The top destinations for Ugandan coffee include Italy, Sudan, and Germany.Germany remains one of the top three destinations for Ugandan coffee, consistently importing between 10–13% of Uganda’s total monthly exports by late 2025. As a key European market, Germany continues to drive demand for both Robusta and Arabica varieties, with export value reaching about US$232 million in 2024. This growth has been supported by the strong promotion of premium Ugandan coffee and organic beans within the Schengen market.At the Uganda exhibition stand, visitors are experiencing a rich showcase of the country’s diverse tourism offerings. These include wildlife safaris, cultural encounters, adventure tourism, and the globally sought-after gorilla trekking experiences.Adding a unique touch to the showcase, Uganda is also promoting its premium organic coffee through live cupping sessions, blending tourism marketing with agricultural export promotion.Francis Nyende, Marketing Manager at the Uganda Tourism Board, said the integrated presentation underscores Uganda’s commitment to advancing economic and commercial diplomacy by leveraging tourism to drive export diversification and foreign exchange earnings.“Uganda’s participation at ITB Berlin aims to deepen trade partnerships, boost tourist arrivals from Europe, and strengthen the country’s position as a competitive destination within Africa’s tourism landscape,” Nyende said.“With our blend of pristine wildlife, vibrant cultures, adventure experiences, and high-quality agricultural products, Uganda is positioning itself not just as the ‘Pearl of Africa,’ but as a dynamic hub where tourism and trade converge on the global stage,” he added.ITB Berlin (Internationale Tourismus-Börse) is the world’s largest travel trade show and premier business platform for the global tourism industry. Held annually in March at Messe Berlin, it brings together thousands of exhibitors from over 160 countries, including travel companies, destinations, airlines, and hotels to showcase, network, and discuss future trends. The post Uganda Captivates Global Travel Professionals with Organic Coffee, Wildlife showcase appeared first on The Insider.