United Arab Emirates (UEA) government-owned Emirates Airlines has signed a memorandum of understanding (MOU) with the Uganda Tourism Board (UTB) to boost tourism in Uganda.

“The partnership underscores the airline’s commitment to the market through attracting visitors from across the Emirates global network of more than 130 passenger destinations, as Uganda aims to become a premier tourist destination,” Ambassador Henry Mayega, Uganda’s consul general to Dubai, says in a statement dated May 08, 20204.

The MOU was signed by UTB executive director Lily Ajarova on behalf of Uganda, while Emirates senior vice-president of commercial operations for Africa Badr Abbas signed on behalf of the airline.

Ajarova was accompanied by Uganda's UAE ambassador, Zaake Kibedi, Mayega and first secretary Daniel Wadada. The MOU was signed on the sidelines of the Arabian Travel Market currently happening in Dubai, UAE.

The team from the Emirates included Adnan Kazim, the Emirates’ deputy President and Chief commercial officer and Nabil Sultan, the executive vice president passenger sales and country management.

According to Mayega, the MOU will serve to identify key markets to favour Uganda as a tourism destination. UTB will in turn work closely with the airline to develop programmes for trade partners, hoteliers and tour operators to market and stimulate the industry.

“The partnership would support Uganda’s tourism objectives by identifying opportunities to promote joint marketing in key destinations on the airline’s vast global network,” the document states in parts.

“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,” Abbas remarked, adding that Uganda has been a key destination on the company’s global network for over two decades, and one of the most loved in Africa.

According to Ajarova, “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 explained that UTB is excited to partner with Emirates to benefit from its vast network across the world and attract tourists to Uganda.

Both partners are expected to explore incentives, familiarisation trips and other marketing initiatives to stimulate tourism bookings in Uganda.

The MOU further states, “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 also commits to support the next chapter of transformation, ‘increasing visibility and competitiveness of Uganda as a tourism destination’.

It adds that Emirates first began operations to Uganda in March 2000 with a linked flight via Nairobi, but over the last 24 years, the airline had steadily scaled up its operations, ‘delinking the flight and launching a daily direct Dubai-Entebbe route’.

Beyond commercial operations, the documents further states that 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.

Tourism board, Emirates Airlines MOU to boost Uganda visitors

According to Mayega, the MOU will serve to identify key markets to favour Uganda as a tourism destination.

The MOU was signed by UTB executive director Lily Ajarova on behalf of Uganda, while Emirates senior vice-president of commercial operations for Africa Badr Abbas signed on behalf of the airline. Courtesy photo

Eddie Ssejjoba

Journalist @New Vision