The Uganda Tourism Board (UTB) renewed its strategic partnership with Emirates, aimed at promoting Uganda as a leading tourism destination for 2025.
The MoU was signed by Adil Al Ghaith, the Senior Vice President of the Commercial Operations Centre and Bradford Ochieng, the Uganda Tourism Board’s Acting CEO, in the presence of Adnan Kazim, the Emirates’ Deputy President and Chief Commercial Officer; along with H.E. Zaake W. Kibedi, the Ambassador of the Republic of Uganda to the UAE, among other senior officials during the Arabian Travel Market.
Since signing the MoU in 2024, the 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.
Adil Al Ghaith acknowledged this great milestone, saying, “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. We look forward to strengthening our relationship in the next year and beyond.”
The Uganda Tourism Board’s Acting CEO, Bradford Ochieng, highlighted that this renewed collaboration is a strong endorsement of Uganda’s growing appeal and an important step in boosting arrivals, fostering economic growth, and promoting sustainable tourism.
“We are delighted to renew our partnership with Emirates, as we work together to position Uganda as a top travel destination for 2025 and beyond. Together, we will continue to inspire more travellers to experience the unique wonders that Uganda has to offer,” he said.
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, the 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.
About The Author
