The Uganda Tourism Board (UTB) last year entered into a strategic partnership with Emirates Airlines, aiming to elevate Uganda’s profile as a premier tourism destination.
This collaboration, formalized through a Memorandum of Understanding (MoU), was to significantly enhance Uganda’s tourism sector by attracting more international visitors and showcasing the country’s rich cultural heritage, breathtaking landscapes, and diverse wildlife experience.
Eight months down the road, the government of Uganda hosted a special delegation of 11 travel trade partners for a familiarization trip that lasted for six days from January 21-27, 2025.
Coordinated with the Uganda Embassy in Abu Dhabi, the visit includes explorations of Uganda’s most iconic attractions, such as Bwindi Impenetrable National Park, home to the world-famous mountain gorillas.
Ambassador Zaake Kibedi emphasized the importance of this visit in strengthening ties between Uganda and the UAE through Emirates Airlines.
“This immersive experience is designed to provide delegates with firsthand insights into Uganda’s unique offerings, equipping them to promote the country more effectively in their respective markets. By showcasing Uganda’s exceptional tourism assets, we aim to build lasting partnerships that will bring more visitors to experience the Pearl of Africa.” He stated.
Lilly Ajarova, CEO of UTB, expressed her enthusiasm for the partnership, stating, “The collaboration with Emirates Airlines demonstrates our shared commitment to promoting Uganda as a must-visit destination. Together, we are opening new doors for travelers to discover the beauty, culture, and adventure that define the Pearl of Africa.”
More Benefits to the sector.
In addition to the FAM trip, Emirates Airlines will continue feature promotional videos highlighting Uganda’s iconic tourist attractions and natural wonders on flights between Entebbe and Dubai. This in-flight promotion will offer passengers a glimpse into Uganda’s beauty, inspiring them to explore the country firsthand.
The partnership also includes exclusive benefits for tourism-related travel. Passengers, including UTB staff, hoteliers, tour operators, and media, will enjoy a 10% discount on fares when booking travel through Emirates.
Additionally, hoteliers partnering with UTB will receive an extra baggage allowance of 10 kilograms per passenger, facilitating the transport of essential supplies. UTB staff members will benefit from a special 20% discount on excess baggage, enhancing their ability to promote Uganda’s tourism industry.
Mohamed Taher, Emirates Country Manager for Uganda, noted, “As we mark our 25th year of service to Entebbe, we are proud to support the Uganda Tourism Board and bring key tastemakers in travel trade to experience the Pearl of Africa. Uganda is a much-loved destination on our African network, and we look forward to more international travelers discovering this hidden gem.”
The government treasures the Tourism Sector as one of its high priority areas for tax collections in this financial year. According to the budget framework paper of 2025/26, government intends to increase targeted investment in branding and marketing to raise annual tourism receipts of USD 50 billion by 2040. Other areas include Investment in infrastructure like roads, ICT, electricity and associated amenities in all tourism sites.
Ajarova said that partnerships like this one are poised to significantly boost Uganda’s tourism sector by enhancing its global profile and fostering economic growth through increased travel and cultural exchange.
“The Uganda Tourism Board remains committed to forging strategic partnerships that enhance the visibility of Uganda’s tourism potential, and this collaboration with Emirates underscores their dedication to unlocking new opportunities for the tourism sector while creating meaningful connections with international travel stakeholders.” Ajarova said.
About Uganda Tourism Board
Uganda Tourism Board (UTB) is a statutory organization established in 1994. Its role and mandate were reviewed in the Tourism Act of 2008. The Board’s mandate is to promote and market Uganda across the region and internationally, promote quality assurance in tourist facilities through training, grading and classification, promote tourism investment, support, and act as a liaison for the private sector in tourism development.
