Why Uganda Airlines’ London flight is a strategic display of soft power

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OPINION

By Ahmed Hadji

In a landmark move for African aviation and international diplomacy, Uganda Airlines launched its first-ever direct flight between Entebbe International Airport and London Gatwick on May 18.

Operating four times a week on a state-of the-art Airbus A330-800neo, this development positions Uganda as the only country in East Africa with a direct air link to the United Kingdom.

This is more than a new travel route — it is a bold and calculated act of soft power, reflecting Uganda’s global aspirations. It blends national branding, economic diplomacy and regional leadership.

Soft power, as defined by Joseph Nye, the renowned Harvard University international relations scholar, is the ability to shape the preferences of others through attraction rather than coercion. The launch of this direct flight embodies that concept. It sends a clear diplomatic message — Uganda is confident, capable and open for global engagement.

Uganda Airlines becomes soft power at 35,000 feet — projecting the nation’s identity, hospitality and ambition across borders with every journey. From the hospitality and Ugandan cuisine offered on-board, to the airline’s connectivity to over 14 African destinations via Entebbe, Uganda Airlines becomes more than a carrier — it becomes a flying ambassador, offering travellers a taste of Ugandan identity even before landing.

The timing of the route underscores shifting international priorities. In the aftermath of Brexit, the United Kingdom is redefining its partnerships beyond Europe. Uganda, with its growing economy and young population, is emerging as a key partner in Africa.

According to the UK’s Department for Business and Trade, total trade between the UK and Uganda is valued at £860m, with Uganda exporting over £2.3b worth of goods — including coffee, tea, and fresh produce — over the past five years.

A direct flight reduces spoilage of perishable exports, increases supply chain efficiency and enhances the competitiveness of Ugandan goods in European markets.

Business communities on both ends see this route not just as a bridge between capitals, but as an artery for investment, innovation, and opportunity.

The London flight is part of a broader, intentional growth strategy by Uganda Airlines.

In recent months, the national carrier has launched new routes to Abuja (Nigeria), Lusaka (Zambia), and Harare (Zimbabwe) — connecting key regional political and economic hubs. This contributes to the African Union’s integration agenda, especially under the African Continental Free Trade Area (AfCFTA) and the Single African Air Transport Market (SAATM).

Through expanding its reach across Africa and into Europe, Uganda Airlines enhances Uganda’s diplomatic footprint and positions itself as a player in the continent’s strategic aviation future.

The over 200,000 Ugandans living in the UK have long relied on indirect connections through third-country hubs.

The new route brings immense relief — making travel more affordable, direct and culturally familiar. It facilitates diaspora investment, education, and cultural exchange, and strengthens national unity beyond borders.

Uganda’s High Commission in London described the flight as a “diplomatic victory,” enabling closer co-operation in trade, education, tourism and diaspora engagement. It also serves as a vital link for dual citizens and second-generation Ugandans seeking deeper ties with their heritage.

Uganda’s rich tourism offerings — ranging from mountain gorillas and the Source of the Nile to 10 national parks — remain underexploited. This flight removes a major barrier for British and European tourists and positions Uganda as an emerging, eco-friendly and culturally rich destination. Each flight brings potential ambassadors: tourists and residents who will experience Uganda and return home with stories that shape global perceptions and interest.

Uganda Airlines’ direct flight to London is a clear expression of Uganda’s rising ambitions in diplomacy, commerce and cultural outreach. It represents the strategic use of aviation to project soft power, reinforce bilateral partnerships and assert national pride.

As African states leverage infrastructure and connectivity to redefine their place in the global order, Uganda’s skyward step is more than symbolic. It is a message — flying high above the clouds — that Uganda is here, and ready to lead.

The writer is a foreign affairs analyst, an Adjunct Senior Fellow with the Centre for Policy and Strategic Studies (CPSS) Africa and provost at the Lincoln Institute for Diplomacy and International Relations, Kampala, Uganda