Uganda Tourism Association Engages Uganda Airlines on Strategic Tourism Marketing Partnership
In a significant step towards enhancing the visibility and accessibility of Uganda as a top tourism destination, the President of the Uganda Tourism Association (UTA), Mrs. Yogi Biriggwa, led a high-level delegation for a strategic engagement with Uganda Airlines, a key industry partner.
The meeting, held with the CEO of Uganda Airlines, Ms. Jennifer Bamuturaki, focused on aligning efforts to market Destination Uganda more effectively at both local and international levels. Ms. Bamuturaki expressed enthusiasm upon learning about UTA’s pivotal role in coordinating and advocating for the tourism private sector, particularly in shaping policy and advancing tourism growth.
At the core of the discussions was a shared commitment to joint marketing initiatives, including organizing roadshows, travel expos, and targeted campaigns in key source markets such as Europe, North America, India, Africa, UAE, and China. Uganda Airlines has pledged to collaborate with UTA in these global marketing efforts and requested a comprehensive calendar of Uganda’s international tourism marketing events to guide their participation and support.
The meeting also explored the critical need for domestic flight connectivity to major tourism hubs such as national parks and cultural sites. UTA requested Uganda Airlines’ consideration in expanding domestic routes and advocated for government engagement to upgrade and extend runways at strategic domestic airstrips, enabling small aircraft to access more remote tourist attractions across the country.
With Uganda Airlines preparing to add 10 new aircraft to its fleet, the timing is ideal to improve both international and domestic travel infrastructure in support of tourism development.
To strengthen collaboration, both parties agreed to form a dedicated tourism working group (TWG) that will streamline joint activities, monitor progress and address challenges affecting the aviation-tourism value chain.
Additionally, UTA committed to expanding its membership to include a broader range of tourism industry players, ensuring inclusivity and stronger representation. The Association will also enhance its data-driven advocacy efforts, using domestic travel trends and statistics to lobby for improved infrastructure and policy reforms, particularly in the area of regional aerodromes.
This engagement marks a new chapter in Uganda’s tourism sector, as key stakeholders come together to drive coordinated, strategic, and impactful promotion of the Pearl of Africa.
The heroes of Uganda, Happy Heroes Day
Uganda Tourism Association
