Building on a successful year of collaboration, Emirates and Uganda Tourism Board have renewed their Memorandum of Understanding (MoU) for 2025, during the Arabian Travel Market. With a focus on driving inbound tourism to Uganda, the partnership underscores the airline’s ongoing commitment to market Uganda as a premier tourist destination.
Since signing the MoU in 2024, 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.
The MoU was signed by Adil Al Ghaith, Senior Vice President of Commercial Operations, Centre and Bradford Ochieng, Uganda Tourism Board’s Acting CEO, in the presence of Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer; along with Zaake Kibedi, Ambassador of the Republic of Uganda to the UAE, and other senior officials.
Commenting on the signing, Adil Al Ghaith said, “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.”
Bradford Ochieng, Uganda Tourism Board’s Acting CEO, said “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. 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. Together, we will continue to inspire more travellers to experience the unique wonders that Uganda has to offer.”
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, 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 into Uganda.
Following significant investments in the sector, 2024 marked a record year for tourism in Uganda. According to the Tourism Trends and Statistic 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.
This year marks 25 years since Emirates’ inaugural flight to Uganda, via a linked flight with Nairobi, Kenya in March 2000. Since then, the airline steadily scaled its operations, delinking the flight and launching a daily direct Dubai-Entebbe route and serving over 2.78 million passengers. Beyond commercial operations, Emirates has also invested in Ugandan communities. In September 2024, Emirates’ ‘Dubai 7s for Good’ CSR programme raised Shs 587,485,310 dedicated to building community infrastructure and sports amenities at North Road Primary School in Uganda, a community school recognised for its excellence in rugby, football, and netball.
