By Diana. N. Kintu
Uganda has strengthened its presence in the European tourism market after a highly successful showcase at the Warsaw International Tourism and Travel Fair, held from November 20 to 22, 2025, in Warsaw, Poland. The nation was represented by the Uganda Embassy in Berlin, led by Ambassador Danny Ssozi and Deputy Head of Mission, Ms. Jessica Namuddu, who collaborated with members of the Exclusive Sustainable Tour Operators Association (ESTOA) and SeraWild Coffee to present Uganda’s tourism and cultural offerings to the European market.
The Uganda stand became one of the most vibrant and engaging attractions at the expo, drawing the attention of travel industry professionals, journalists, consumers, coffee enthusiasts, and the public. The delegation strategically positioned Uganda as a world-class destination through cultural showcases, promotional materials, and live engagement activities that highlighted the unique travel experiences the country has to offer.
Visitors were introduced to Uganda’s diverse tourism profile, including its globally acclaimed mountain gorilla trekking adventures, extensive wildlife safaris across national parks, rich cultural heritage, and numerous opportunities for adventure seekers. The presentations emphasised the country’s strengths as a destination that combines natural beauty, authentic cultural experiences, and conservation-centered tourism.
A standout feature of Uganda’s exhibition was the integration of coffee into the tourism story. SeraWild Coffee brought an immersive tasting experience to the fair, offering guests a chance to sample premium Ugandan coffee while learning about the country’s landscapes, growing regions, and coffee traditions. The experience attracted significant interest, particularly from companies exploring new product offerings and consumers eager to sample high-quality coffee sourced directly from its origin.
Alongside the cultural and culinary presentations, Ugandan tour operators under ESTOA used the event to showcase specialised travel packages tailored for international travellers. These packages are designed to provide memorable and responsible safari and cultural experiences that support environmental protection and benefit surrounding communities. The operators explained that sustainable tourism remains a core component of Uganda’s identity, ensuring that the beauty and resources of destinations are preserved for future generations.
Participation in the Warsaw fair is viewed as a strategic milestone for Uganda as it seeks to deepen its visibility in Central and Eastern Europe, a region with a growing travel market and rising interest in African destinations. The initiative aligns with the Uganda Embassy’s broader agenda of increasing tourist arrivals, promoting exports like speciality coffee, and fostering partnerships with European travel networks, wholesalers, and hospitality brands.
At the close of the event, Ambassador Ssozi and Ms. Namuddu commended the collaboration with ESTOA, SeraWild Coffee, and other partners, describing the mission as a strong success and a meaningful step forward in promoting Uganda internationally. They reaffirmed the embassy’s continued commitment to supporting tourism stakeholders in tapping new markets and expanding Uganda’s reputation as a distinctive, welcoming, and high-value destination for global travellers.