Emirates and the Uganda Tourism Board sign MoU to Stimulate Inbound Tourism

by Business Times
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  • The MoU supports Uganda’s tourism objectives by identifying opportunities to promote joint marketing in key destinations on the airline’s vast global network

Dubai, UAE, 9 May, 2024

Emirates and the Uganda Tourism Board have signed a Memorandum of Understanding (MoU) during the Arabian Travel Market to drive inbound tourism and boost visitors to Uganda, the Pearl of Africa. The partnership underscores the Airline’s commitment to the market through attracting visitors from across its global network of more than 130 passenger destination, as Uganda aims to become a premier tourist destination. 

The MoU was signed by Badr Abbas, Senior Vice President of Commercial Operations for Africa and Lilly Ajarova, the Uganda Tourism Board’s CEO, in the presence of Adnan Kazim, Emirates’ Deputy President and Chief Commercial Officer; along with H.E. Zaake W. Kibedi, Ambassador of the Republic of Uganda to the UAE, and other senior officials. 

Badr Abbas, Senior Vice President of Commercial Operations for Africa said, “Uganda has been a key destination on our global network for over two decades, and one of the most loved in Africa. Through this partnership with the Uganda Tourism Board, we are solidifying our commitment to driving international travellers to experience Uganda’s stunning natural landscapes where some of the world’s most exotic wildlife roam free, thrilling adventure sports and activities and, of course, the warm hospitality that characterizes Ugandan culture.”

On her part, Ms. Lilly Ajarova the Uganda Tourism Board CEO said “The signing of this MoU is a significant milestone in promoting Uganda which is also affectionately known as the Pearl of Africa as a competitive tourism destination”. She added that “The Uganda Tourism Board is excited to partner with Emirates to benefit from its vast network across the world and attract tourists to Uganda”.

Under the MoU, Emirates will identify key markets to promote Uganda as a favourable tourism destination and encourage travellers to experience its abundant natural, cultural and adventure attractions. The Uganda Tourism Board will in turn work closely with the Airline to develop programmes for trade partners, hoteliers and tour operators to market and stimulate the industry. Both partners will explore incentives, familiarisation trips and other marketing initiatives to stimulate tourism bookings into Uganda. 

Uganda’s tourism sector is undergoing a renaissance, with initiatives to attract more international tourists and create thousands of employment opportunities as the country aims to become a premier destination on the global map. The partnership between Emirates and the Uganda Tourism Board supports the next chapter of transformation, increasing visibility and competitiveness of Uganda as a tourism destination.

Emirates first began operations to Uganda in March 2000 with a linked flight via Nairobi. Over the 24 years, the Airline steadily scaled up its operations, delinking the flight and launching a daily direct Dubai-Entebbe route. Since the inaugural fight, Emirates has carried over 2.63 million passengers, between Entebbe and Dubai. Beyond commercial operations, Emirates has also invested in Ugandan communities with medical and engineering missions through the Emirates Airline Foundation, the airline’s non-profit organisation which aims to improve the quality of life, regardless of geographical, political, or religious boundaries. 

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