The Uganda tourism partnership with Emirates continues to elevate Uganda’s global tourism profile. Initiated in 2024 by former Uganda Tourism Board (UTB) CEO and now senior presidential advisor on tourism, Lilly Ajarova, the Memorandum of Understanding (MoU) has brought renewed visibility and opportunity to Uganda’s travel sector.
Through the partnership, Emirates Airlines has coordinated familiarisation trips for global trade partners, including hoteliers, tour operators, and travel agencies. These efforts aim to build awareness and position Uganda as a premier travel destination.
According to Emirates’ representative Ghaith, the airline recorded a 16% increase in passengers on the Dubai-Entebbe route since January 2025. He attributed this surge to improved destination marketing, including visits by international travel delegates hosted in Uganda earlier this year.
“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 stated.
Uganda’s Tourism Momentum Strengthens
UTB acting CEO, Bradford Ochieng, described the partnership as a firm endorsement of Uganda’s growing appeal. He emphasized that the collaboration supports tourism growth, stimulates the economy, and aligns with sustainable travel goals.
Under the MoU, Emirates continues to promote Uganda in global markets. The airline encourages tourists to explore Uganda’s rich natural, cultural, and adventure experiences. In addition, Emirates is integrating Uganda into its holiday packages, making the country more accessible to global audiences.
UTB board chairperson, Pearl Hoareau Kakooza, praised Ajarova’s role in establishing the successful agreement. She highlighted the impact of familiarisation trips for journalists and travel agents, which help them understand Uganda’s tourism potential firsthand.
“We are committed to nurturing this partnership and discovering new ways to position Uganda as a must-visit destination,” Kakooza noted.
Key Tourism Growth Indicators
Dr. Simplicious Gessa, UTB spokesperson, shared recent figures from the 2024 Tourism Trends and Statistics Report. Uganda welcomed over 1.37 million international tourists, up 7.7% from 1.27 million in 2023. Moreover, tourism earnings jumped to $1.28 billion (Shs4.6 trillion)—a 28% increase driven by longer stays and higher visitor spending.
Tourism now contributes 6.6% to Uganda’s GDP and supports over 803,000 jobs nationwide.
The 2025 Statistical Abstract from the Ministry of Tourism, Wildlife, and Antiquities confirmed further growth. While Africa remains Uganda’s main source of tourists, overseas arrivals rose by 8.9%, totaling 137,411 visitors in 2024. Key markets include Asia (4.7%), Europe (2.7%), and the Americas (2.1%).
The Uganda tourism partnership with Emirates is not only boosting arrival numbers but also reshaping how Uganda is perceived globally. With stronger branding, enhanced connectivity, and collaborative programmes in place, Uganda is steadily positioning itself as a leading travel destination in East Africa.
