The Uganda Tourism Board and Emirates Airlines have on Wednesday 8 th May 2024
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 characterises Ugandan
culture.”

INSIDE THE MOU

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 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 will also collaborate with Uganda Tourism Board to organise familiarisation
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 travellers.

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 travellers.