Emirates delegates explore Uganda for tourism investment opportunities

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Following a partnership deal sealed between the Uganda Tourism Board (UTB) and Emirates Airlines in May 2024, a delegation of 11 high-level executives from Emirates Airlines jetted into the country on Tuesday afternoon for a 6-day familiarisation trip to Uganda's premium destinations. 

The team, led by Kibedi Zaake, Uganda's Ambassador in Abu Dhabi (United Arab Emirates), was received by Lilly Ajarova, the UTB chief executive officer, at Entebbe airport.

Addressing the press at the airport VIP lounge, Ajarova noted that part of the partnership is to have familiarisation trips to Uganda for key tourism and media personnel to promote Uganda's tourism. "The partnership signed is yielding positive results, and this is the first group we are hosting for purposes of our collaboration," Ajarova remarked.

Lilly Ajarova, the UTB chief executive officer, addressing the visiting delegates at Entebbe airport VIP lounge on Tuesday. (Credit: Julius Luwemba)

Mohamed Taher, the country manager for Emirates Airlines, expressed optimism about the ongoing collaboration between Uganda and the airline company, saying the reception has so far been overwhelming.

"We remain committed to this collaboration that will enhance tourism promotion for Uganda's diverse offerings," Taher stated.

Ambassador Kibedi said the top delegation from Emirates Airlines would visit Bwindi National Park in southwestern Uganda for a gorilla trekking experience, Murchison Falls National Park for a buffet of tourism sightings and experiences, and later return to Kampala for city tours and cultural experiences. Flanked by Vincent Bagiire, the permanent secretary for the Ministry of Foreign Affairs, the team was hosted at Entebbe State House, where they met President Museveni before embarking on their tourism excursion.

As part of the partnership, Emirates Airlines continues to feature promotional videos highlighting Uganda's iconic tourist attractions and natural wonders in the cabin. Onboard passengers are always treated to a buffet of Uganda's tourism attractions. As part of such a collaboration, the top executives of the airline company will experience the Pearl of Africa with the aim of not only promoting the diverse offerings but also acquainting themselves with investment opportunities in Uganda's tourism industry.

A team of delegates from the Emirates airlines having a photo moment with Ugandan officials upon their arrival at Entebbe airport on Tuesday afternoon before their trip to the key tourism destinations. (Credit: Julius Luwemba)

According to Uganda's tourism performance report for the financial year 2023/2024, overseas arrivals accounted for 126,136 visitors in 2023, up 39.1% from 90,662 in 2022. Asia contributed 4.4%, whereas 3.1% of the tourists came from Europe and 1.9% from the Americas. The overall number of visitors across all selected tourism sites reached 1,328,916 in 2023, representing a 25% increase over 2019 figures.

NDP IV

The fourth national development plan (NDP IV) 2025/26-2029/30 banks on tourism to spur Uganda's economic development. The plan aims at increasing foreign exchange earnings from $1b (sh3.68 trillion) to $10b (sh36.8 trillion), as well as increasing tourists' length of stay from 7.6 nights (in FY 2023/2024) to 14 nights. This is expected to be achieved by aggressively marketing and promoting Uganda's tourist attractions in domestic and key source markets, hiring market destination representative firms, and participating in expos and media activations.

The NDP IV will also focus on branding and using foreign missions to sell Uganda's image, as well as ensuring investment in the MICE (Meetings, Incentives, Conferences, and Events) sector and bidding for major international conferences and events.