UTB, Emirates Renew Strategic Partnership to Boost Tourism in Uganda
Frank Semata 
Uganda Tourism Board (UTB) has renewed its strategic partnership with Emirates, reinforcing efforts to promote Uganda as a premier global tourism destination throughout 2025 and beyond.
The Memorandum of Understanding (MoU) was officially signed at the Arabian Travel Market by Adil Al Ghaith, Emirates’ Senior Vice President of Commercial Operations, Centre, and Bradford Ochieng, UTB’s Acting CEO.
The signing ceremony was attended by high-ranking dignitaries, including Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer, and H.E. Zaake W. Kibedi, Uganda’s Ambassador to the United Arab Emirates, alongside other senior officials.
The renewal of this partnership marks a continued commitment to enhancing Uganda’s visibility across key global travel markets. Since the original MoU signed in 2024, both parties have collaborated on familiarisation trips for trade partners, hoteliers, travel agents, and tour operators—driving international awareness of Uganda’s diverse tourism offerings.
As a result, Emirates has recorded a 16% increase in passengers on the Dubai–Entebbe route since January 2025.
“As we mark 25 years of service to Entebbe, we are pleased to renew our partnership with Uganda Tourism Board,” said Adil Al Ghaith. “Our goal is to boost connectivity and showcase Uganda’s rich natural and cultural diversity to a global audience. We look forward to deepening this partnership in the coming years.”
Bradford Ochieng emphasized the significance of the renewed collaboration: “We are delighted to continue working with Emirates to position Uganda as a top travel destination. This partnership is a vital part of our strategy to drive international arrivals, stimulate economic growth, and promote sustainable tourism.”
Under the renewed agreement, Emirates will expand its marketing efforts to promote Uganda in major source markets, while UTB will collaborate on initiatives targeting trade partners and travel operators. Planned activities include incentive programs, joint marketing campaigns, and curated familiarisation trips to highlight Uganda’s exceptional wildlife, landscapes, cultural heritage, and adventure tourism opportunities.
Uganda’s tourism sector is on a strong growth trajectory. The 2024 Tourism Trends and Statistics Report revealed that over 1.37 million international tourists visited Uganda—a 7.7% increase from the previous year—with notable growth in emerging markets such as Canada and Bangladesh.
