Uganda has been named the Most Promising New Destination at the just-concluded Outbound Travel Market (OTM) Bombay, a prestigious tourism event held from January 30 to February 1, 2025. The award was presented to Uganda’s High Commissioner to India, Joyce Kakuramatsi Kikafunda, by Sanjav Agarwal, Chairman and CEO of Fairfest Media Ltd, the chief organisers of the expo.
The Indo-Asia Tourism Expo, one of the largest travel market events, attracts numerous tourism product sellers and buyers annually. Uganda’s participation in the event was spearheaded by the Uganda High Commission in New Delhi and Uganda Airlines, in collaboration with various government agencies, including the Ministries of Foreign Affairs, Tourism, Wildlife and Antiquities, Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), and Uganda Tour Operators.
A total of nine Ugandan Destination Marketing Companies (DMCs) showcased Uganda as a prime tourism destination at the event. These included Busunga Tours & Travel Ltd, Moments Beyond Borders, Country Sights, Nandi Adventures, Ameera Africa Safaris, Speke Uganda Holidays, Crystal Safaris & Lodges, and Uganda Safari Company (Wild Places Africa).
Uganda’s exhibition stand was one of the most visited and highly rated by tourism market players, confirming its growing appeal as a preferred destination in Africa. The country's unique tourism offerings, including primate tracking (gorillas and chimpanzees), birdwatching (with over 1,200 species), culture and heritage, safaris, adventure tourism, and freshwater lakes and rivers, were key attractions at the event.
The recognition at OTM Bombay 2025 provides a strategic opportunity for Uganda to solidify its presence in the lucrative Indian tourism market. Moving forward, Uganda must capitalise on this success by consistently participating in similar high-profile events to establish strong partnerships with key tourism players. The goal is to position Uganda as a top travel destination and boost tourism revenue as part of the country’s ambition to grow the economy to USD 500 billion within the next 15 years.
In the coming two months, the Uganda High Commission in New Delhi, together with relevant stakeholders, will organise a familiarisation (FAM) trip for leading Indian tour operators to experience Uganda’s attractions firsthand. In addition, the Mission is targeting travel influencers, leading tour magazines, and Bollywood filmmakers to help market Uganda to the 19.5 million-strong Indian travel market.
Notably, Ramji, a renowned Indian film producer, has expressed renewed interest in shooting a film in Uganda, showcasing its scenic landscapes and iconic attractions. Such a production, with a potential viewership of over 50 million people in India and Asia, could significantly boost tourism, attracting at least one million Indian visitors to Uganda.
The launch of Uganda Airlines' direct flights between Entebbe and Mumbai (three times a week) in October 2023 has made travel between the two countries more accessible. This development is expected to boost tourism, trade, and investment, further reinforcing Uganda’s presence in the Indian market.
The Government of Uganda is commended for providing the necessary support to diplomatic missions to facilitate participation in global promotional events like OTM. However, to achieve the ambitious target of tourism contributing USD 50 billion to the economy in the next 15 years, sustained investment in international tourism expos, visibility campaigns, and partnerships is essential.
