Uganda Expands Coffee Export Strategy Across Schengen States, Promoting Quality Beans at Global Fairs in Poland, Germany, and the UK

Published on December 14, 2025

Uganda is making bold strides to increase its coffee exports by focusing on key European markets, particularly the Schengen states. The African nation is leveraging its organic coffee’s exceptional quality to capture the attention of global investors and consumers alike. With the recent participation in major tourism events like the International Travel and Tourism Fair in Warsaw, Uganda’s coffee is gaining substantial international exposure, setting the stage for future orders. This move is part of a broader national effort to expand the footprint of Ugandan coffee in the global market, with particular emphasis on the Schengen zone, which includes key European nations.

Uganda’s Coffee on Display at Warsaw’s Prestigious Travel Event

Uganda’s coffee made a notable appearance at the International Travel and Tourism Fair in Warsaw, Poland, one of Central Europe’s most distinguished tourism events. This three-day fair attracted high-level participants from across the globe, including tourists, hospitality professionals, and investors. Uganda’s coffee was prominently showcased at this event, with the help of Serawild Coffee and Uganda’s Embassy in Germany. The goal was clear: to raise awareness of Uganda’s top-tier coffee among European consumers and investors and to encourage new business partnerships.

As one of only four African countries to attend the prestigious fair, Uganda stands out by presenting its coffee alongside other regional tourism operators. The country is rapidly gaining recognition in key international markets, further boosting its export opportunities.

Aggressive Strategy to Expand Coffee’s Reach Across Schengen States

Building on the success of its German market penetration, Uganda has now turned its focus to Schengen countries. By forging partnerships with coffee exporters like Serawild Coffee, Uganda is rolling out an aggressive marketing campaign to target these European nations. With Germans already embracing Ugandan coffee, the next logical step is to reach broader audiences across Europe.

Uganda’s coffee campaign is a strategic push to introduce both Robusta and Arabica varieties to new markets. The campaign includes participation in high-profile international events, such as coffee cupping exhibitions in Germany and the United Kingdom. These initiatives have already paid off, with Ugandan coffee export revenues reaching a record-breaking $2.24 billion. The goal now is to convert this exposure into major orders from European distributors.

A Record-Breaking Year for Uganda’s Coffee Industry

2025 has proven to be a groundbreaking year for Uganda’s coffee industry. With exports reaching new heights, the country has shipped over 7.93 million 60-kilogramme bags of coffee, marking a significant achievement. This surge is not just a reflection of the country’s outstanding coffee quality but also of the meticulous efforts to market Uganda’s coffee internationally. The export figures confirm the success of these ongoing promotional campaigns, underscoring the growing demand for Ugandan beans in international markets.

Uganda’s Global Coffee Ambitions: Beyond Schengen Markets

While Uganda is focusing on Schengen countries, the country’s coffee ambitions stretch far beyond Europe. The country’s participation in international events, such as the SCAJ World Specialty Coffee Conference in Tokyo and the Frankfurt Coffee Festival, highlights Uganda’s drive to solidify its place among the world’s leading coffee producers.

Uganda is also making its mark in places like Lugano, where it took part in the Swiss International Holiday Expo. These efforts demonstrate Uganda’s commitment to promoting its coffee worldwide and building long-lasting relationships with global coffee lovers and industry professionals.

What This Means for Travelers and Coffee Enthusiasts

For coffee lovers and travelers looking to explore unique coffee experiences, Uganda presents an exciting opportunity. With Uganda’s coffee increasingly available in international markets, tourists can now enjoy a fresh taste of Uganda’s organic coffee at coffee shops across Europe. This movement not only showcases the country’s rich agricultural heritage but also opens new doors for travelers to experience Uganda’s stunning landscapes, from its famous gorilla safaris to its vibrant cultural tours.

Uganda’s Growing Coffee Presence: A Taste of the Future

For those planning their travels around Africa, Uganda offers an unmatched cultural and culinary experience. The push to increase coffee exports aligns with Uganda’s broader tourism strategy, which continues to flourish. Travelers visiting Uganda can explore the country’s unique coffee-growing regions and experience the local coffee culture firsthand, adding another layer to the already diverse tourism offerings in the country.

Tips for Coffee Enthusiasts Visiting Uganda

If you’re planning to visit Uganda, make sure to:

• Participate in a coffee tour: Visit Uganda’s coffee-growing regions to see firsthand how the beans are cultivated and harvested.
• Attend coffee festivals: If you’re lucky, your trip might coincide with one of Uganda’s famous coffee events, where you can sample freshly brewed Ugandan coffee.
• Support local coffee producers: Consider buying coffee directly from local farms to experience the freshest flavors and support local communities.

A Bright Future for Uganda’s Coffee Export Market

Uganda’s coffee industry is on a rapid trajectory, with continued success in key international markets. As the country strengthens its global coffee presence, the export sector will continue to drive economic growth, bringing with it a rise in tourism opportunities. Uganda’s push to market its coffee in Schengen states represents not only a boost for the coffee industry but also an exciting chapter in the country’s broader tourism strategy.