Uganda is preparing for a transformative moment in its tourism development strategy by participating in the Outbound Travel Market (OTM) in Mumbai, India, from January 30 to February 2, 2025. As Asia’s largest travel and trade show, OTM offers Uganda an opportunity to position itself as a premier African destination. This initiative, spearheaded by the Uganda High Commission in New Delhi and Uganda Airlines, aims to strengthen economic and cultural ties between East Africa and South Asia while tapping into India’s booming outbound travel market.
Uganda’s tourism sector has long grappled with challenges like limited international awareness and insufficient air connectivity. However, this year’s participation in OTM aims to address these issues head-on. The newly launched direct Entebbe-Mumbai route significantly reduces travel time to seven hours, making Uganda more accessible to Indian travelers.
At OTM, Uganda’s pavilion will feature cutting-edge virtual reality (VR) experiences, allowing visitors to virtually explore its iconic attractions, from gorilla trekking in Bwindi Impenetrable National Park to the stunning Murchison Falls. This immersive approach eliminates the initial barriers of unfamiliarity, giving potential tourists a vivid glimpse into the adventures awaiting them.
India’s outbound travel market, projected to reach 13.9 million leisure departures in 2025, represents a massive opportunity for Uganda. Mumbai, India’s financial capital, drives 63 percent of outbound business and MICE (Meetings, Incentives, Conferences, and Exhibitions) travel. By targeting affluent Indian travelers, Uganda hopes to attract wildlife enthusiasts, birders, and experiential tourists seeking authentic and sustainable travel options.
“India’s rising economic status and expanding middle class create an ideal market for Uganda’s tourism offerings,” said Martin Mugarra, Uganda’s State Minister for Tourism, Wildlife, and Antiquities. With India poised to become the world’s largest spender on global travel by 2030, Uganda’s entry into this market could mark a significant turning point in its tourism strategy.
Uganda’s OTM strategy goes beyond conventional tourism marketing. Picture a Bollywood film set against the dramatic backdrop of Uganda’s landscapes, featuring scenes of gorilla trekking, misty forests, and cascading waterfalls. Such a production could inspire millions of Indian moviegoers to explore Uganda themselves.
The country also envisions hosting Indian destination weddings at Lake Victoria’s scenic shores or curating eco-tourism retreats for corporate groups seeking sustainable travel options. By working with Bollywood producers, wedding planners, and tour operators, Uganda aims to embed itself in India’s cultural milestones, making it a part of lifelong memories for Indian travelers.
As global travelers increasingly prioritize environmental responsibility, Uganda is positioning itself as a leader in sustainable tourism. At OTM, Uganda will showcase eco-tourism practices like gorilla trekking, where conservation efforts directly benefit local communities. “This approach resonates with Indian travelers seeking ethical and immersive travel experiences, adding another layer of appeal to Uganda’s offerings,” Mugarra noted.
Uganda’s efforts at OTM extend beyond generating immediate tourism deals. Post-event strategies include familiarization trips for Indian travel influencers, co-op marketing campaigns with tour operators, and collaborations with Bollywood producers. “By integrating Uganda into established African travel packages alongside Kenya and South Africa, Indian tour operators can amplify its visibility as a must-visit destination,” the minister added.
This long-term approach aims to achieve tangible results: a 40 percent increase in Indian tourist arrivals by 2026, generating an additional UGX 20 billion in tourism revenue. Organizers also anticipate UGX 13 billion in tourism business deals through networking with international