Uganda dangles history, experiential travel to court Indian tourists

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Uganda is tapping into shared history, culture and experiential travel to attract more Indian tourists as it steps up destination marketing efforts in one of Asia’s fastest-growing outbound travel markets.

On the second day of the Explore Uganda India roadshow, the Uganda High Commission, in partnership with the Uganda Tourism Board (UTB) and Uganda Airlines, pitched camp in Ahmedabad, Gujarat State, aiming to deepen tourism business linkages between Ugandan and Indian stakeholders and position Uganda as a compelling destination for Indian travellers.

Ambassador Prof. Joyce Kikafunda Kakuramatsi (C) in a photo with two Indian nationals. (Courtesy Photo: Ministry of Foreign Affairs)

(Courtesy photo)

(Courtesy photo)

Ambassador Prof. Joyce Kikafunda Kakuramatsi, who is leading the delegation, said Uganda’s pitch to the Indian market is anchored in personalised, experiential and adventure tourism, driven by shared history, rich culture, and unrivalled natural attractions. 

“Uganda offers a unique mix for Indian travellers seeking meaningful travel experiences. Beyond being the undisputed primate capital of the world, Uganda is home to the source of the Nile River and holds deep historical connections with India,” Kikafunda said.

One of the strongest cultural links highlighted during the roadshow is Uganda’s connection to Mahatma Gandhi, India’s founding father. Kikafunda said some of Gandhi’s ashes were sprinkled at the Source of the Nile in Jinja, in accordance with his dying wish.

In 1997, Uganda erected the Mahatma Gandhi Monument in Jinja in honour of his legacy of peace and non-violence, an enduring symbol of the historic bond between the two countries.

Over 30 Ugandan private tour operators are participating in the roadshow, alongside the Uganda Wildlife Authority (UWA), the custodian of Uganda’s national parks and protected areas. The engagements provided a platform for business-to-business meetings, allowing tour operators from both countries to explore partnerships that can translate into increased visitor numbers.

The roadshow also highlighted Uganda’s diverse tourism offerings, including gorilla and chimpanzee tracking, birding, adventure tourism, cultural heritage, scenic landscapes, and emerging luxury experiences tailored to Indian travellers.

Kikafunda said the mission in New Delhi is optimistic that sustained promotional efforts, backed by stakeholders in Kampala, will significantly increase Indian arrivals to Uganda.

“Our target is to grow Indian tourist arrivals from the current 43,000 to 100,000 by 2027,” she said, noting that improved air connectivity, targeted marketing, and stronger private sector partnerships will be key drivers of this growth.

From Ahmedabad, the Explore Uganda India roadshow will proceed to Mumbai before culminating at the Outbound Travel Mart (OTM), South Asia’s largest travel trade exhibition.

The tourism promotion initiative in Delhi is being supported under Uganda’s Economic and Commercial Diplomacy (ECD) program, which seeks to leverage foreign missions to attract trade, investment, and tourism. The program feeds into Uganda’s broader ambition of growing its economy tenfold, from $50 billion to $500 billion, with tourism identified as a key pillar for foreign exchange earnings and job creation.