Leveraging Indian market: A strategic imperative for Uganda’s tourism sector

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OPINION

Prof. Joyce Kakuramatsi Kikafunda

The Indian market holds considerable promise for Uganda’s tourism sector. With a burgeoning middle class exceeding 400 million and approximately 40 million outbound travellers per annum, India presents a substantial opportunity for Uganda to diversify its tourism portfolio, thereby stimulating economic growth.

Tourism is a low-hanging fruit and a key driver of Uganda’s growth strategy, aiming to transform the economy from $50b to $500b by 2040. Our rich natural resources, vibrant culture and strategic location position us as a premier tourist destination in Africa. Uganda’s unique blend of breathtaking landscapes, beautiful flora, majestic fauna, and vibrant culture is well-suited to meet the growing demand among Indian travellers seeking authentic experiences.

However, we face a challenge: many Indians still associate Uganda with its tumultuous past, including the expulsion of Asians by Idi Amin in the 1970s. Our history and inaccurate reporting have caused misconceptions and falsehoods that ultimately distort Uganda’s image, creating a false narrative about safety and hospitality. Participation in major travel expos, including the Outbound Tourism Mart in Mumbai and the South Asia Tourism and Travel Exchange in Delhi, has helped us address these concerns and showcase Uganda as a safe and welcoming destination. It is time to turn the page and show the world that Uganda has since moved on and is now an open, multicultural society.

Since 2025, the Mission has been actively involved in promotional events, forging strategic partnerships and attracting Indian tourists and investors.

The introduction of direct flights between Entebbe and Mumbai has been a significant development, with passenger numbers increasing by 30% since its launch in 2023. Indian tourists accounted for the largest source market for Uganda outside Africa in 2025, with over 50,000 visitors, representing a 20% increase from 2024. This is just the tip of the iceberg, and we believe that with sustained outreaches and the right partnerships, we can tap into the vast Indian market.

The collaborative efforts of the Uganda High Commission, the Ministry of Foreign Affairs, the Uganda Tourism Board, the Uganda Wildlife Authority, Uganda Airlines and destination marketing companies have yielded impressive results, effectively showcasing Uganda’s offerings. This collaboration in the tourism sector is stronger than ever before, as public and private-sector stakeholders work in concert with a single aim: marketing Uganda as a destination.

Uganda and India enjoy robust trade and investment ties, with bilateral trade exceeding $728m in 2023. Key areas of collaboration include agriculture, pharmaceuticals, tourism and infrastructure. Indian companies are involved in various projects in Uganda, and there is potential for Uganda to develop its pharmaceutical industry further, leveraging Indian expertise.

With the global film tourism market projected to reach $14.7b, Uganda’s authentic natural landscapes make it an attractive destination for Indian filmmakers. India is one of the largest film producers in the world, with over 1,800 films produced annually. By fostering collaboration between the Indian and Ugandan film sectors, Uganda can generate revenue and create jobs while showcasing the country to global audiences.

Policymakers, stakeholders and private-sector players need to prioritise India, leveraging our strengths and forging partnerships to unlock Uganda’s potential. The private tour operators, who are the foot soldiers of Uganda’s tourism, should actively explore partnerships with their Indian counterparts to tap into the vast Indian market. By capitalising on the Indian market, we can stimulate economic growth, create jobs, and chart a prosperous future for Uganda’s tourism industry.

The writer is Uganda’s High Commissioner to India