The Uganda Tourism Board (UTB) has officially renewed its strategic partnership with Emirates Airlines, a flagship carrier of the United Arab Emirates (UAE), to promote Uganda as a leading global tourism destination throughout 2025. The renewed memorandum of understanding (MoU) was signed during the ongoing Arabian Travel Market (ATM), held in Dubai, underscoring both parties’ continued commitment to deepening tourism collaboration.
The MoU was signed by Adii Al Ghaith, Emirates Airlines’ Senior Vice President for Commercial Operations, and Bradford Ochieng, UTB’s Acting Chief Executive Officer. The signing ceremony was attended by high-level officials, including Adnan Kazim, Emirates Airlines’ Deputy President and Chief Commercial Officer, and Uganda’s Ambassador to the UAE, Zaake Kibedi, along with other dignitaries.
This renewed agreement is an extension of a partnership first initiated in 2024 under the stewardship of Lilly Ajarova, the then-CEO of UTB and now a senior presidential advisor on tourism. The initial MoU laid the foundation for Uganda to host several familiarisation (fam) trips aimed at exposing key international tourism stakeholders—such as travel agents, tour operators, hoteliers, and media representatives—to Uganda’s rich and diverse attractions. Emirates Airlines played a vital role in facilitating these visits by providing logistical support and leveraging its global network.
Boosting Destination Visibility and Travel Connectivity
Speaking during the MoU signing, Adii Al Ghaith revealed that Emirates had witnessed a 16% increase in passenger traffic on the Dubai-Entebbe route since January 2025. He attributed this growth partly to the international fam trips conducted in January, which successfully enhanced global awareness about Uganda.
“By enhancing connectivity and promoting the destination across our vast global network, we are proud to introduce even more international travellers to the beauty and diversity of this hidden gem,” said Ghaith.
UTB’s Acting CEO Bradford Ochieng emphasized the strategic significance of this renewed partnership, calling it a major endorsement of Uganda’s rising stature as a tourism hotspot.
“This collaboration signals a strong commitment to driving tourist arrivals, creating employment, and stimulating sustainable economic growth through tourism. We are optimistic that with Emirates as a partner, Uganda will continue to attract travellers from across the globe to experience our unique natural and cultural heritage,” said Ochieng.
Expanding Uganda’s Global Tourism Footprint
UTB Chairperson Pearl Hoareau Kakooza also commended the role of former CEO Lilly Ajarova in pioneering the Emirates-UTB relationship. Kakooza reiterated the Board’s commitment to maximizing the partnership’s potential through continued fam trips, integration into Emirates holiday packages, and joint promotions targeting trade professionals globally.
“UTB is committed to nurturing this partnership and exploring innovative ways to position Uganda as a must-visit destination. Hosting fam trips for journalists, travel agents, and tour operators gives them firsthand experience that is more convincing than any advertisement,” Kakooza said.
Under the renewed MoU, Emirates will include Uganda in its global holiday campaigns and work closely with UTB on joint marketing efforts, media familiarisation initiatives, and capacity-building workshops aimed at empowering Ugandan travel and hospitality operators to compete internationally.
Tourism Statistics Highlight Sector Growth
Highlighting the growth of Uganda’s tourism sector, UTB spokesperson Dr. Simplicious Gessa cited the 2024 Tourism Trends and Statistics Report, which revealed that Uganda welcomed over 1.37 million international tourists in 2024—a 7.7% increase from 1.27 million in 2023. Tourism earnings also surged to $1.28 billion (UGX 4.6 trillion), driven by longer visitor stays and higher spending levels.
“The tourism industry now contributes 6.6% to Uganda’s Gross Domestic Product (GDP) and supports more than 803,000 jobs, indicating its central role in the economy,” Dr. Gessa stated.
Meanwhile, the 2025 Statistical Abstract released by the Ministry of Tourism, Wildlife and Antiquities noted an 8.9% growth in overseas arrivals, reaching 137,411 tourists in 2024. Visitors from Europe, the Americas, and Asia-Pacific have increasingly contributed to Uganda’s tourism market diversification. Asia accounted for 4.7% of arrivals, followed by Europe at 2.7% and the Americas at 2.1%.
These statistics reinforce the strategic need for partnerships like the one with Emirates Airlines, which provides access to multiple long-haul markets and serves as a crucial link between Uganda and the rest of the world.
Looking Ahead
As Uganda continues to emerge as a preferred destination for eco-tourism, wildlife safaris, cultural tourism, and adventure travel, the renewed partnership with Emirates is expected to unlock further opportunities for market expansion and product visibility.
With a blend of robust marketing strategies, strong aviation connectivity, and public-private collaboration, UTB is optimistic that Uganda will reach even greater heights in 2025 as a top-tier global tourism destination.
