Kampala, Uganda: Uganda has launched an aggressive drive to market Brand Uganda in India, pitching its heritage, wildlife and investment opportunities at the Outbound Travel Mart (OTM) in Mumbai as part of a broader strategy to grow tourist arrivals from one of its fastest-expanding source markets.
The campaign is being spearheaded by the Uganda High Commission in partnership with the Uganda Tourism Board and Uganda Airlines, with Uganda participating at OTM Mumbai from February 5–7, 2026, before heading to the South Asia Tourism and Travel Exchange (SATTE) in New Delhi from February 25–27, 2026.
Speaking at the opening of the tourism promotion week, Uganda’s High Commissioner to India, Joyce Kikafunda, said India presents a strategic opportunity for Uganda due to its rapidly expanding middle class and rising disposable incomes.
“India is one of the fastest-growing tourist source markets for many destinations because of increasing incomes and aspirations for leisure and international exposure,” Kikafunda said, describing OTM Mumbai as “a golden opportunity” for Uganda to boost visibility and position itself as a destination of choice.
She noted that OTM is expected to attract more than 50,000 trade visitors and 2,200 exhibitors from over 60 countries, offering Uganda a high-impact platform to engage tour operators, travel agents and investors.
The High Commission’s Head of Economic and Commercial Diplomacy, Brian Mwanika, said the Mumbai expo is preceded by the Explore Uganda India tourism road show, running from February 2–4, 2026 in Delhi, Ahmedabad and Mumbai.
“The road show is aimed at creating awareness and stimulating demand for Destination Uganda in key Indian source cities,” Mwanika said, adding that the initiative is jointly organised by the High Commission, UTB and Uganda Airlines.
Mumbai was singled out as a strategic hub for outbound travel, with officials noting that six out of every 10 Indians travelling abroad pass through the city. It is also home to India’s largest outbound tour operators, particularly those targeting affluent, luxury and long-haul travellers, and serves as the headquarters of Bollywood, a major influencer of global travel trends.
India currently ranks as Uganda’s largest source of tourists outside East Africa. According to Kikafunda, arrivals from India rose from 34,208 in 2024 to 42,800 in 2025, with the High Commission now targeting over 100,000 Indian visitors within the next two years.
The tourism push is being reinforced by improved air connectivity. Uganda Airlines launched direct flights between Entebbe and Mumbai in October 2023, significantly cutting travel time and costs. In September 2025, the national carrier signed an Inter-Airline Agreement with Air India, enabling seamless onward connections for travellers between the two countries.
Officials say the enhanced connectivity is already driving growth in tourism, trade and investment flows between Uganda and India, helping to remove long-standing logistical barriers that previously constrained travel.
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