Uganda Tourism Board (UTB) has renewed its partnership with Emirates, aimed at promoting Uganda as a leading tourism destination in 2025.
The MoU was signed by Adil Al Ghaith, Senior Vice President of Commercial Operations, Centre and Bradford Ochieng, Uganda Tourism Board’s Acting CEO, in the presence of Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, along with H.E. Zaake W Kibedi, Ambassador of the Republic of Uganda to the UAE at the Arabian Travel Market.
Since the signing of the MoU in 2024, Emirates and Uganda Tourism Board have hosted familiarisation trips for key trade partners, hoteliers, travel agency partners and tour operators, who are instrumental in driving awareness of the destination worldwide.
Emirates has also noted a 16% uptick in passengers on the Dubai-Entebbe route since January 2025.
In his remarks, Adil Al Ghaith said, “As we mark 25 years of service to Entebbe, we are pleased to renew our partnership with Uganda Tourism Board, reinforcing our ongoing commitment to the Pearl of Africa. 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.”
He added, “We look forward to strengthening our relationship in the next year and beyond.”
Bradford Ochieng, Uganda Tourism Board’s Acting CEO, said, “As we work together to position Uganda as a top travel destination for 2025 and beyond. This renewed collaboration strongly supports Uganda’s growing appeal and is an important step in boosting arrivals, fostering economic growth, and promoting sustainable tourism.”
He added, “Together, we will continue to inspire more travellers to experience the unique wonders Uganda offers.”
Under the MoU, Emirates will continue to promote Uganda as a competitive and compelling tourist destination in key markets, encouraging travellers to experience its abundant natural, cultural and adventure attractions.
Stimulating further awareness, Uganda Tourism Board will work closely with the airline to develop programmes for trade partners, hoteliers and tour operators to market to best showcase the destination.
Both partners will explore incentives, familiarisation trips and other marketing initiatives to increase tourism bookings in Uganda.
Following significant investments in the sector, 2024 marked a record year for tourism in Uganda. According to the Tourism Trends and Statistics Report, over 1.37 million international tourists visited the country, a 7.7% increase compared to 2023, with notable growth from emerging markets such as Canada and Bangladesh.
The partnership between Emirates and Uganda Tourism Board will support the continued growth of the tourism industry and increase visibility and competitiveness of the destination.