• Destinations

Uganda Scoops Uganda Scoops "Most Promising New Destination" Award at OTM Bombay

Uganda has been recognized as the "Most Promising New Destination"  at the recent Out Bound Travel Market (OTM) Bombay. This prestigious award, presented at the leading Indo-Asia Tourism Expo, highlights Uganda's rising prominence as a must-visit destination. For African travel agents, this recognition provides an excellent opportunity to promote Uganda to their clients, particularly those seeking unique and diverse travel experiences.

The award was presented to the Ugandan High Commissioner to India, Joyce Kakuramatsi Kikafunda, on behalf of Delegation Uganda. Mr. Sanjav Agarwal, Chairman and CEO of Fair fest Media Ltd, and the Chief Organisers of OTM, presented the award. OTM Bombay is an annual event that attracts numerous sellers and buyers of tourism products, making it a crucial platform for destinations to showcase their offerings. This indicates strong recognition by industry professionals and travellers.

Uganda's participation in the event was a collaborative effort between the Uganda High Commission in New Delhi  and Uganda Airlines, partnering with the Ministry of Foreign Affairs, Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board, Uganda Wildlife Authority, and the Uganda Tour Operators. This demonstrates a unified approach to promoting Uganda on the international stage. The collaborative efforts of many different organizations shows the unified ambition of the country to succeed.

According to organizers, this event has placed "Destination Uganda" at the doorstep of the potentially world's largest tourism and travel market. Nine Ugandan Destination Marketing Companies (DMCs)  participated and represented Uganda at the premier tourism event. The judges based their decision on clientele feedback and determined that Uganda's stand was the most visited and highly rated. This means that those visiting the Uganda stand at the fair came away impressed.

Uganda achieved its objective at OTM by positioning itself as an alternative tourism destination in the heart of Africa. The stand showcased the unique products it has to offer, including primate tracking (Gorilla and Chimpanzee), bird watching (with over 1200 species), culture and heritage, safaris, fresh water lakes, rivers, and adventure tourism. This diverse offering appeals to a wide range of travelers, making Uganda an attractive destination for many different travellers.

Moving forward, it is crucial for Uganda to leverage this award and continually participate in this prestigious annual event, as well as other similar platforms, to establish partnerships with major tourism players in the Indian market. This sustained effort will help solidify Uganda's position as a top destination. This award serves as a valuable tool for promoting the country and making Uganda a first choice destination for tourists.

The Uganda High Commission in New Delhi, along with relevant stakeholders, plans to organize a familiarization trip for leading tour operators from India to Uganda  within the next two months. This trip will provide the operators with an experiential understanding of the product, enabling them to confidently recommend Uganda to their clientele. In addition, the mission is targeting influencers, including leading travel magazines and Bollywood film actors and producers, to tap into the 19.5 million Indian market.

For instance, Mr. Ramji, an iconic Indian film producer and celebrity, has agreed to rekindle his aspiration to produce a movie capturing all tourism iconic features and scenic areas in Uganda. Such a film could potentially attract over one million tourists to Uganda. Uganda Tourism Board will be expected to identify reputable tour operators with the ability to become domestic market representatives for match making with the Indian firms.

The launch of Uganda Airlines direct flights between Entebbe and Mumbai three times a week since October 2023 has incentivized travel to the Pearl for tourism, trade and investment. Government of Uganda has been applauded for providing the requisite resources for Missions abroad to lead a whole of government approach to participate in promotional events like OTM.