UTB, Emirates renew partnership to boost Uganda’s tourism

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The Uganda Tourism Board (UTB) has renewed its strategic partnership with the United Arab Emirates (UAE) government-owned Emirates Airlines to promote Uganda as a leading tourism destination for the year 2025.

The renewed memorandum of understanding (MoU) was signed by Adii Al Ghaith, the senior vice president for commercial operations on behalf of Emirates, and Bradford Ochieng, the UTB acting chief executive officer.

Also present were Adnan Kazim, the airline’s deputy president and chief commercial officer, together with Zaake Kibedi, Uganda’s ambassador to the UAE, among other senior officials, during the ongoing Arabian Travel Market, which ends on May 1.

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

The MoU, initiated by former UTB chief executive officer and current senior presidential advisor on tourism, Lilly Ajarova, alongside Emirates officials in 2024, has enabled Uganda to host familiarisation trips for key trade partners, hoteliers, tour operators, and travel agency partners coordinated by Emirates Airlines.

Ghaith noted that Emirates has recorded a 16% uptick in passengers on the Dubai-Entebbe route since January 2025. The international Emirates travel delegates hosted in Uganda in January this year have been instrumental in driving awareness of the destination worldwide.

"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," Ghaith expressed.

Ochieng, the acting UTB chief executive officer, said the renewed collaboration is a strong endorsement of Uganda’s growing appeal and a step towards boosting arrivals, fostering economic growth, and promoting sustainable tourism. Under the MoU, Emirates will continue promoting Uganda as a compelling and competitive tourist destination in key markets, encouraging travellers to experience Uganda’s abundant natural, cultural, and adventure attractions.

Pearl Hoareau Kakooza, the UTB board chairperson, lauded former CEO Ajarova for having been instrumental in driving the success of the partnership between Uganda and Emirates. She pointed out some of the key goals of the partnership, which include familiarisation trips for journalists, travel agents, and tour operators to get first-hand experience of Uganda’s beauty.

Another aspect of the MoU is to feature Uganda in the Emirates holiday packages, and to launch joint programmes targeting trade partners, hoteliers, tour operators, and other travel stakeholders to stimulate bookings and build a stronger global presence. "UTB is committed to nurturing this partnership and exploring innovative ways to position Uganda as a must-visit destination," Kakooza expressed.

Quoting the 2024 Tourism Trends and Statistics Report, Dr Simplicious Gessa, the UTB spokesperson, noted that over 1.37 million international tourists visited Uganda, a 7.7% increase compared to 2023 when 1.27 million tourists were recorded. "The tourism earnings rose to $1.28b (sh4.6 trillion), fuelled by longer stays and increased spending. Overall, the tourism industry contributed 6.6% to the national Gross Domestic Product (GDP) and supported over 803,000 jobs," Gessa stated.



According to the 2025 Statistical Abstract by the Ministry of Tourism, Wildlife and Antiquities, while Africa remains the largest source market for Uganda’s visitors, overseas visitor arrivals increased by 8.9%, reaching 137,411 in 2024, with significant contributions from Europe, the Americas, and Asia, plus the Pacific. "The major overseas source markets are Asia (4.7%), Europe (2.7%) and the Americas (2.1%), reinforcing their importance in Uganda’s tourism strategy," the abstract states.