Hon. Martin Mugarra Bahinduka Highlights Uganda’s Participation in the OTM-Bombay Trade Fair 2025

In a highly anticipated press conference, Hon. Martin Mugarra Bahinduka, Uganda's State Minister for Tourism, unveiled the country's strategic plans for participation in the upcoming OTM-Bombay Trade Fair, scheduled to take place from January 30th to February 1st, 2025, at the prestigious Jio World Convention Centre in Mumbai, India. The event promises to be a landmark moment in Uganda's efforts to boost its global tourism profile and foster international partnerships.

Addressing distinguished guests, including the Indian High Commissioner to Uganda, the Minister of Foreign Affairs, members of the private sector and civil society, and the press, Hon. Mugarra emphasized the transformative role of tourism in Uganda’s economy. He described the OTM-Bombay Trade Fair as “one of the largest and most influential travel trade shows in the world,” providing an unparalleled platform to showcase Uganda’s rich tourism offerings, vibrant culture, and lucrative investment opportunities. 

Hon. Mugarra noted that tourism is a cornerstone of Uganda's economic development, contributing significantly to employment, foreign exchange earnings, and community growth. “Participation in events like the OTM directly supports our efforts to diversify markets, attract high-value tourists, and generate the revenue needed to uplift communities and drive national development,” he stated.

The Minister highlighted the immense opportunities presented by the Indian travel market, which is projected to see over 19.4 million visitor departures by 2024. With Uganda Airlines offering direct flights from Entebbe to Mumbai, the country is well-positioned to attract Indian travelers to explore its unique wildlife, cultural heritage, birding experiences, and iconic attractions. 

Uganda Pavilion: A Bold Statement of Global Engagement

For the first time, Uganda will unveil its Uganda Pavilion at the OTM-Bombay Trade Fair, a move that Hon. Mugarra described as a symbol of the country's readiness to engage with the world and build lasting partnerships. The pavilion will serve as a hub for business-to-business meetings, presentations on Uganda's tourism potential, and live cultural showcases that capture the essence of the "Pearl of Africa."

“This pavilion is more than a showcase; it is a statement of our ambition to elevate Uganda's presence on the global stage, ensuring that the Pearl of Africa is recognized for its unmatched beauty and potential,” Hon. Mugarra said.

Strategic Timing Ahead of POATE 2025

The Minister highlighted the strategic timing of the OTM-Bombay Trade Fair, coming just before the Pearl of Africa Tourism Expo (POATE) 2025. He expressed optimism that Uganda’s participation at OTM would attract hosted buyers and international tour operators to POATE, further boosting the country’s visibility and potential for tourism growth.

“Global statistics reveal that countries investing in trade fairs report an average 30% boost in international arrivals and tourism revenues. Uganda is poised to leverage this opportunity to establish itself as a preferred destination for Indian tourists and investors,” he remarked.

Aligning with Vision 2040 and the Tenfold Growth Strategy

Hon. Mugarra emphasized that Uganda’s participation aligns with the government’s Vision 2040 and the Tenfold Growth Strategy, which prioritize tourism as a key driver of economic transformation. The delegation, comprising public and private sector stakeholders, will promote the theme “Explore Uganda, the Pearl of Africa,” highlighting Uganda as the ultimate adventure destination.

The delegation aims to achieve several milestones, including partnerships with international tour operators, promotion of the Entebbe-Mumbai route, and fostering sustainable tourism collaborations.

Acknowledgments and Call for Unity

The Minister extended his gratitude to the Ministry of Foreign Affairs, Uganda's missions abroad, and all stakeholders involved in coordinating Uganda's participation. He particularly commended Mission Uganda in Delhi for its relentless efforts to promote Uganda as a premier tourism destination.

“The Ministry of Finance’s support to missions abroad for marketing Uganda is a commendable step towards strengthening our global tourism brand,” he added.

Hon. Mugarra concluded his remarks with a call for unity and determination, urging all stakeholders to embrace the opportunity to represent Uganda with passion and pride. “Together, we can unlock new horizons for Uganda's tourism and investment sectors,” he stated.

As Uganda gears up for the OTM-Bombay Trade Fair, the country is set to position itself as a premier tourism destination, tapping into the lucrative Indian and South Asian markets. With a strong delegation, strategic partnerships, and the unveiling of the Uganda Pavilion, the event marks a bold step forward in realizing Uganda’s tourism potential and achieving its economic transformation goals.

The world is watching, and Uganda is ready to shine.

Meanwhile, The Uganda High Commission, in collaboration with Uganda Airlines, will unveil the first-ever Uganda Pavilion at OTM 2025, Asia's leading travel and trade show. With over 1,600 exhibitors from 60+ countries and 40,000+ trade visitors, this platform provides Uganda an unparalleled opportunity to showcase its tourism potential to South Asia and beyond.

The Government of Uganda, under the National Development Plan IV, prioritizes tourism as a pillar of its 10-Fold Growth Strategy aimed at achieving Vision 2040. With Uganda Airlines' direct flights to Mumbai and strong bilateral ties between Uganda and India, this initiative is part of Uganda's broader Economic and Commercial Diplomacy agenda, as championed by H.E. Prof. Joyce Kikafunda.

Rationale India's Tourism Market Potential: Anticipated 13.9 million leisure departures from India by 2025. Business travel constitutes 26% of outbound trips. Mumbai accounts for 63% of India’s outbound MICE and business travel.

Strategic Economic Position:

India, the world's fifth-largest economy, is poised to become the largest spender on global travel by 2030, with an estimated expenditure of $410 billion.

Direct Air Route to India:

Uganda Airlines now offers three weekly direct flights between Entebbe and Mumbai, fostering seamless trade, tourism, and investment.

Strengthening Bilateral Relations:

Diplomatic ties since 1962. Significant cultural, trade, and tourism exchanges, with Uganda hosting 27,000 Indian tourists in FY 2023/24.  Overall Objective:

To market Uganda’s tourism potential and position it as a premier African destination. Specific Objectives:

Position Uganda as a key tourism destination in Africa.

Promote the Entebbe–Mumbai route of Uganda Airlines. Attract 50 international tour companies to include Uganda in their packages.

Generate UGX 13 billion in tourism business deals.

Achieve PR value worth UGX 600 million through media engagements.

Attract 20 top-tier hosted buyers for Uganda-focused fam trips.

Key Strategies

Immersive Experiences: Highlight Uganda’s unique offerings, including primate tracking, birding, wildlife safaris, culture, and heritage. Networking: Engage key Indian MICE agents, tour operators, and buyers through OTM’s hosted buyer program.

Branding Uganda: Promote the theme "Explore Uganda, the Pearl of Africa" with high-value, sustainable travel experiences.

Tourism Value Proposition

Uganda’s pavilion at OTM will emphasize the following:

Primate Tracking: Gorilla and chimpanzee trekking.

Birding: Targeting enthusiasts with Uganda’s 1,200 bird species.

Wildlife Safaris: Exploration of 10 national parks and 12 wildlife reserves.

Culture & Heritage: Creating connections with the Indian diaspora.

Future Plans Beyond OTM

Advertisements in top-tier Indian travel publications (e.g., Travel & Leisure India, National Geographic India).

Establishment of co-op marketing programs with tour operators. Organize post-OTM fam trips during the Pearl of Africa Tourism Expo (POATE) 2025. 

Uganda’s participation at OTM 2025 represents a strategic milestone in tapping into South Asia’s growing travel market. By leveraging partnerships, innovative marketing strategies, and the direct air route to India, Uganda is set to position itself as a leading destination in Africa’s tourism landscape.