In an exclusive interaction at a recent trade engagement event organised by the Uganda Tourism Board (UTB) in New Delhi, Prof Joyce Kakuramatsi Kikafunda, High Commissioner, Uganda to New Delhi, and Vincent Operemo, Board Member, UTB, mapped out the country’s ambitious tourism roadmap. The impact of direct air connectivity and a rising focus on MICE and sustainable infrastructure is why the Indian travel trade needs to look more closely at the Pearl of Africa.
The Indian outbound market has treated East Africa as a familiar playground, with traditional destinations dominating the itineraries. However, a new narrative is aggressively taking shape. Uganda is stepping out of the shadows, shaking off historical stereotypes, and positioning itself as a premium, all-in-one destination for the Indian traveller.
Safety and the All-in-One Inventory
The first hurdle in marketing Uganda has historically been perception. Addressing this, Prof Kikafunda noted that outdated memories of the 1970s still linger for some demographics. She said, “That is long, long gone. We are one of the safest countries in Africa. I really feel it is time we came out and informed people that Uganda has grown, just like India has evolved.”
With safety assured, the focus shifts to Uganda’s natural inventory. While neighbouring countries offer standard savanna safaris, Uganda provides an exclusive trump card for travel agents selling to HNIs and nature enthusiasts. “Uganda is an all-in-one destination. We have all the key components: wildlife, birds, distinct flora, and incredibly diverse microclimates,” explained Operemo.
The East African safari circuit has been heavily monopolised by countries such as Kenya and Tanzania leaving Uganda as a mere extension to existing itineraries. The tourism board is now aggressively rewriting this script and pitching the country as a primary standalone choice.
In the north, places like Karamoja offer warm, stable savanna temperatures year-round. In the south, you can hike and skate in icy conditions on Mount Rwenzori, and of course, track the gorillas,” explained Operemo.
Prof Kikafunda added that mountain gorillas are only found in three countries globally, and Uganda holds over 50 per cent of the population. Furthermore, as Operemo noted, the cost of gorilla tracking permits and luxury accommodation in Uganda remains highly competitive compared to its immediate neighbours.
Connectivity and Infrastructure
A destination is only as viable as its airlift and internal logistics. Historically, reaching Entebbe from India required arduous 14-hour journeys. Since 2023, Uganda Airlines has operated direct flights from Mumbai to Entebbe, cutting travel time to just six hours.
Internally, UTB is heavily focused on reducing transit times for tourists. “We are expanding airports across the country for domestic flights, particularly in the west for gorilla tracking and the north for Kidepo National Park,” said Operemo. Additionally, major infrastructure projects are underway to integrate the Greater Kampala Metropolitan Area, easing congestion and improving access to key tourism hubs.
MICE and Mega-Events
While leisure remains the primary driver, Uganda is aggressively expanding its capabilities to capture the lucrative Indian MICE and event segments. Pointing to the MICE market, Operemo shared, “We have developed the capacity to host major global events. Recently, we hosted the Non-Aligned Movement (NAM) conference in Kampala, accommodating over 3,000 delegates at once. We also have the infrastructure from hosting the CHAN football tournament, and are gearing up to co-host the Africa Cup of Nations (AFCON).”
Sustainable Scaling
As Uganda rapidly develops its infrastructure, a core concern is the threat of overdevelopment. Both leaders emphasise that Uganda is leveraging a Green Growth Strategy. Prof Kikafunda shared, “We are fresh and new. Our national parks are strictly gazetted, and like a rare gem, we are guarding them. We are going slowly but surely.”
The Indian Market
Operemo noted that visitation from India currently stands at roughly 42,000 arrivals, making India Uganda’s largest source market outside of Africa. With a historic diaspora of around 40,000 Indians living in Uganda, the destination inherently understands the nuances of Indian culture, particularly multi-generational travel, ensuring dietary, transport, and pacing needs are seamlessly met.
With e-visas processed in under 48 hours and a targeted strategy to prioritise value over volume, Uganda is ready for its close-up. Prof Kikafunda, in her welcoming directive, addressed travellers to Africa, “Come to Uganda. Uganda is open for business, but most importantly, it is open for travel. Enjoy the beauty of the country, enjoy the best weather in the world, and step into the pearl of Africa.”
