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DETAILS: UTB, Emirates Ink Deal to Promote Uganda as Premier Tourist Destination



UTB CEO Ms Lilly Ajarova (sited L) signed for Uganda while Mr Badr Abbas, (R) Senior Vice President of Emirates Commercial Operations for Africa represented the airline

Uganda Tourism Board and Emirates Airlines have signed a Memorandum of Understanding (MoU) to drive inbound tourism and boost visitors to Uganda, the Pearl of Africa.

The MoU was signed by Ms Lilly Ajarova, the Uganda Tourism Board’s CEO, and Mr Badr Abbas, Senior Vice President of Emirates Commercial Operations for Africa 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.

Commenting on the deal, Ms Ajarova said it will go a long way in promoting the country’s unique features that make it the Pearl of Africa.

“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. The Uganda Tourism Board is excited to partner with Emirates to benefit from its vast network across the world and attract tourists to Uganda,” she said.


On his part, Mr Badr Abbas, 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.”


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 to 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 Airlines will also collaborate with Uganda Tourism Board to organize familiarization trips to Uganda for key figures in the tourism industry, such as journalists, travel agents, and tour operators. These trips aim to promote Uganda’s tourism sector and provide valuable insights to industry professionals who can share their experiences with potential travelers.

In addition to inflight promotion, Emirates Airlines is to offer exclusive benefits to support travel within Uganda’s tourism sector. Passengers, including UTB staff, hoteliers, tour operators, and media personnel booking tourism-related travel through Emirates, will enjoy a 10% discount on their fares. This initiative makes embarking on a Ugandan adventure even more accessible for travelers.

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