Uganda tourism gets global spotlight at ATM 2025 in Dubai
ATM 2025, which opened on Monday, April 28, at the Dubai World Trade Centre, was organised under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”.
Uganda's Ambassador to UAE Zaake Wanume Kibedi (3rd left) together with a representative from Emirates Airlines holding a copy of the MOU that was signed while at the sidelines of the 32nd edition of Arabian Travel Market 2025 in Dubai on April 28th. Looking on is UTB's acting CEO Bradford Ochieng (2nd left) and Adil Al-Ghaith (2nd right) the vice president of Emirates Airlines. (Courtesy photo)
Donald Kiirya
Journalist @New Vision
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In a bid to promote its tourism industry on the international stage, Uganda, led by its Embassy in Abu Dhabi and Consulate in Dubai, together with the Uganda Tourism Board (UTB) and the private sector, is hosting a special stand at the Arabian Travel Market (ATM) 2025 in Dubai.
ATM 2025, which opened on Monday, April 28, at the Dubai World Trade Centre, was organised under the theme “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity”.
UTB's acting CEO Bradford Ochieng (seated left) and Emirates Airline's vice president Adil Al-Ghaith (seated right) signing an MOU for a formal partnership to boost tourism and economic growth while at the sidelines of the 32nd edition of Arabian Travel Market 2025 in Dubai on April 28th. (Courtesy photo)
The event explores how the future of tourism will be shaped by connectivity across borders, industries, and communities.
Uganda’s Ambassador to the United Arab Emirates (UAE), Zaake Wanume Kibedi, said ATM 2025 reinforces diplomatic, economic, and cultural ties between Uganda and the UAE.
Kibedi noted that ATM is one of the most important travel and tourism events in the Middle East, adding that "It's an annual show held in Dubai, UAE, where professionals from the global travel industry come together to network, showcase destinations, promote travel-related products and services, and discuss trends."
At Uganda’s special stand, Zaake witnessed the promotion of Uganda’s agricultural exports such as coffee, as well as displays of sculptures representing the country’s wildlife, including the famous mountain gorillas.
Amos Wekesa (left) the founder of Great Lakes Safaris explaining to guests about Uganda's tourism sector as Uganda's Ambassador to UAE Zaake Wanume Kibedi (2nd left) looks on while at Uganda's special stand at the 32nd edition of the Arabian Travel Market 2025 in Dubai on April 28th. (Courtesy photo)
Amos Masaba Wekesa, founder of Great Lakes Safaris and Uganda Lodges Limited, was also present at the stand to brief tourists and guests on Uganda’s expansive tourism sector.
Zaake emphasised the embassy’s commitment to strengthening Uganda’s tourism sector by promoting the country’s diverse natural attractions and rich cultural heritage, which present significant opportunities to travellers from the UAE and the broader Gulf Cooperation Council (GCC).
He revealed that on the sidelines of the ATM, the Uganda Tourism Board (UTB), represented by acting chief executive officer Bradford Ochieng, and Emirates Airlines, represented by senior vice president Adil Al-Ghaith, renewed their memorandum of understanding (MoU) for a formal partnership aimed at boosting tourism and economic growth.
UTB’s Ochieng specified that the MoU is focused on strategic cooperation for joint marketing efforts, boosting tourist numbers, resource sharing, and attracting foreign direct investment (FDI) into Uganda’s tourism industry.
He added that Uganda is committed to creating a seamless pathway for UAE investors to tap into the country's diverse sectors, such as tourism, fostering collaboration that benefits both nations and their people.
Following the signing, Ochieng exchanged copies of the signed MoU with Ghaith at the ATM 2025 event.
Later, Zaake and Ochieng also exchanged gifts with Emirates’ Ghaith.
Uganda's Ambassador to UAE Zaake Wanume Kibedi (5th right) in a group photograph with Ugandan exhibitors led by Amos Wekesa (5th left) at Uganda's Special stand at the 32nd edition of Arabian Travel Market 2025 in Dubai on April 28th. (Courtesy photo)
According to organisers, the 32nd edition of ATM 2025 brings together 2,800 exhibitors and over 55,000 travel professionals from 166 countries.
Underscoring ATM’s growing importance in the global tourism landscape, international exhibitors account for 67% of participating companies at this year’s event, while the Middle East represents 33% of exhibitors.
The event will focus on how connectivity enables a more sustainable, inclusive, and globally integrated travel industry—an idea explored throughout the show floor, from the insightful ATM Conference to targeted networking.