News & Updates

Uganda Partners with Emirates Airlines to Boost Tourism Through Global Marketing

Uganda is taking bold steps to position itself as a top global tourist destinationthrough a strategic partnership with Emirates Airlines. The collaboration, led by the Uganda Tourism Board (UTB) and the Uganda Embassy in Abu Dhabi, focuses on increasing tourism arrivals by promoting the country’s iconic attractions on Emirates flights between Entebbe and Dubai.

As part of this initiative, a high-level delegation of Emirates Airlines executives is on a six-day familiarisation trip across Uganda. The group, led by H.E. Ambassador Kibedi Zaake, includes representatives from key tourism markets such as Vietnam, Taiwan, India, Kuwait, Bahrain, UAE, and the UK. The visit aims to showcase Uganda’s rich cultural heritage, breathtaking landscapes, and unique wildlife experiences to a global audience.

During their visit, the delegation will explore several of Uganda’s premier tourist destinations, highlighting the country’s potential as a must-visit destination for travelers seeking authentic and diverse experiences. This tour serves as a critical step in exposing Uganda’s tourism offerings to international markets.

Lilly Ajarova, CEO of UTB, emphasized that this initiative is part of a larger strategy to promote Destination Uganda. She noted that the partnership with Emirates Airlines, which began in May 2024, is central to this effort. "The partnership aims to increase tourism arrivals in Uganda through joint marketing efforts, including a promotional strategy that showcases the country’s iconic attractions on Emirates flights," Ajarova stated.

Adding to this, Vicent Bagiire, Permanent Secretary of the Ministry of Foreign Affairs, stressed the importance of such collaborations in driving tourism growth. He highlighted that the partnership will not only bring more visitors to Uganda but also create economic development opportunities for the country by strengthening its positioning on the global tourism map.

The familiarisation trip represents a significant step forward in promoting Uganda's tourism industry. By leveraging Emirates Airlines’ extensive network and marketing capabilities, Uganda hopes to attract travelers from diverse regions and grow its tourism sector. The partnership also aligns with Uganda's broader goals of increasing foreign exchange earnings and supporting local businesses tied to the tourism value chain.

Travel agents across Africa should see this as an exciting opportunity to promote Uganda as a premier destination. With new joint marketing campaigns and heightened visibility on Emirates flights, agents can offer tailored travel packages that highlight Uganda’s unique blend of wildlife, culture, and natural beauty.

This collaboration signals a bright future for Uganda’s tourism industry, with partnerships like this paving the way for sustainable growth and deeper connections with global travelers. The promotion of Uganda’s attractions through Emirates Airlines showcases the country’s readiness to welcome the world.