In the Outbound Travel Market (OTM) trade fair, Uganda is set to participate one of the largest global travel and tourism expos, in Mumbai, India, from January 30 to February 2, 2025.
OTM presents an opportunity for Uganda to position itself as a premier African destination, leveraging India’s booming outbound travel market as the largest travel and trade show in Asia. In New Delhi and Uganda Airlines, this initiative, spearheaded by the Uganda High Commission seeks to bridge economic and cultural ties between East Africa and South Asia.
This year with Mumbai, India’s outbound travel market is projected to reach 13.9 million leisure departures a commercial hub accounting for 63 percent of outbound business and MICE (Meetings, Incentives, Conferences, and Exhibitions) travel. The state minister for Tourism, Wildlife and Antiquities Martin Mugarra said that by participating in OTM, Uganda aims to tap into India’s high-value travel segments, particularly experiential travellers, wildlife enthusiasts, and affluent birders.
The minister added that India’s rising economic status and an expanding middle class create an ideal market for Uganda’s unique tourism offerings. With India projected to become the world’s largest spender on global travel by 2030, Uganda’s entry into this market could catalyze its tourism revenue growth.
“Uganda boasts diverse attractions, including gorilla trekking in Bwindi Impenetrable National Park, chimpanzee tracking in Kibale Forest, birding opportunities with over 1,200 species, and breathtaking landscapes like Murchison Falls and the Source of the Nile, whose offerings align with India’s evolving travel preferences, focusing on immersive and authentic experiences.” Mugarra said.
The Uganda pavilion at OTM will provide visitors with immersive virtual reality (VR) experiences according to the minister allowing them to explore the country’s top attractions virtually. This innovative approach, combined with Uganda Airlines’ direct Entebbe-Mumbai route, reduces travel time to just seven hours, making Uganda more accessible to Indian travellers.
He affirmed at the core of Uganda’s OTM strategy is collaboration with Indian stakeholders, including Bollywood producers, wedding planners, and travel operators. The goal is to create compelling narratives and packages that resonate with Indian audiences. For instance, to explore the country, a Bollywood film set against the dramatic backdrop of Uganda’s landscapes could inspire millions.
“Uganda aims to build long-term partnerships with Indian tour operators through co-op marketing programs. These initiatives will encourage operators to include Uganda in their African travel packages, enhancing its visibility alongside popular destinations like Kenya and South Africa.” Mugarra said.
Uganda’s tourism sector has faced challenges such as limited awareness and underutilized air connectivity, and the OTM 2025 offers solutions to these hurdles.
To explore Uganda, it will enhance connectivity through the Entebbe-Mumbai route simplify logistics encourage more Indian travellers. Uganda is tailoring its offerings to niche segments, such as wildlife enthusiasts and experiential travellers, to attract high-value tourists.
Through OTM, a sustainability focus, highlighting eco-tourism practices in Uganda, aligning with the preferences of modern travellers who prioritize environmental responsibility, will be showcased.
At the Source of the Nile, Uganda and India share a history of strong diplomatic and trade relations, exemplified by the Mahatma Gandhi monument. To deepen these ties, OTM provides a platform fostering cultural exchanges and economic partnerships. while Bollywood stars could endorse Uganda as a travel destination, Ugandan dance troupes could perform in India.
To drive GDP growth, this participation also aligns with Uganda’s Vision 2040 emphasizing economic and commercial diplomacy. Tourism, as a key pillar of this strategy, has the potential to attract investments, create jobs, and boost exports.
Uganda’s participation at OTM is expected to yield significant benefits, including Tourism Revenue, “through networking with international buyers, organizers aim at generating over UGX 13 billion in tourism business deals. To the economy, increase tourist arrivals from India, by 40 percent, come 2026, and this is expected to generate an additional UGX 20 billion.
Uganda plans to host familiarization trips for Indian travel influencers and media houses to maintain momentum post-OTM. Additionally, collaborations with Bollywood producers and digital content creators will ensure continuous exposure for Uganda in the Indian market.
OTM Bombay 2025 represents more than just an opportunity to showcase its tourism potential it is a bold step toward redefining its place in the global tourism industry. By leveraging India’s booming outbound travel market, Uganda can unlock new opportunities for economic growth, cultural exchange, and global visibility.
This initiative is poised to transform Uganda into a sought-after destination. As the Pearl of Africa gets ready to shine on the world stage, captivating travellers with its unparalleled beauty, rich heritage, and commitment to sustainable tourism. Ugandans are only awaiting it execution as well as the planned outcomes.
