UTB and Uganda Airlines sign landmark Destination Promotion partnership

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Mr. Cornwell Muleya, the Chief Executive Officer of Uganda Airlines and Ms. Lilly Ajarova, Chief Executive Officer, UTB sign the MoU on behalf of their respective organistaions.
By :
AT Reporter

Uganda Tourism Board (UTB) and Uganda Airlines have signed a memorandum of understanding to combine their efforts to promote the tourism potential of Brand Destination Uganda.

The two state agencies; one for promotion of tourism and the latter the national carrier signed the partnership on February 4th 2020 during the 5th Annual Pearl of Africa Tourism Expo (POATE) at Speke Resort Munyonyo, Kampala.

Ms. Lilly Ajarova, Chief Executive Officer, UTB and Mr. Cornwell Muleya, the Chief Executive Officer of Uganda Airlines signed the Memorandum of Understanding (MoU) on behalf of their respective organistaions.

The MoU signing was witnessed by Rt. Hon. Gen (Rtd.) Moses Ali the First Deputy Prime Minister and Deputy Leader of Government Business in Parliament who represented President Yoweri Museveni, Hon. Col (rtd) Tom Butiime and Hon Kiwanda Godfrey Ssuubi, the Minister and Minister of State for Tourism, Wildlife and Antiquities. Hon. Daudi Migereko, the Board Chairman of Uganda Tourism Board, was also present.

Uganda Airlines and UTB share a responsibility to develop the tourism industry in Uganda and will collaborate to promote Uganda as a destination, its people, culture, environment and attractions.

Under the 3-year agreement, Africa Tembelea understands that Uganda Airlines will among other commitments promote Brand Destination Uganda in its numerous platforms, online, in-flight and on the ground at its sales offices in cities and airports across the world with Brand Destination Uganda messages.

Similarly, Uganda Tourism Board will through their respective tourism promotional campaigns and platforms present Uganda Airlines as the most convenient way to travel to Uganda. This will include, but is not limited to: promotional materials, online platforms including website, social media platforms as well as other multimedia and experiential campaigns.

The two organisations agreed to work together to run joint marketing and market research as well as collaborate in enabling Uganda’s other tourism players to participate in major African and international exhibitions. This will also include joint partnership to plan and execute the Pearl of Africa Travel Expo each year.

Uganda Airlines and UTB will jointly organise familiarisation trips for travel agents, tour operators, press and bloggers, aimed at encouraging travelers to visit Destination Uganda and fly Uganda Airlines.

Africa Tembelea has also learnt that under the landmark deal, the two organisations will also jointly develop Visit Uganda tour and travel packages for special events and holidays on Uganda Airlines. As well as developing new tourism products especially in the areas of MICE (Meetings, Conferences and Events) others especially highlighting local heritage and Cultural Diversity, Nature and sustainability.

Commenting about the historic partnership, Muleya said the partnership was both in line with their mandate and timely as the airline embarks on the next phase of its route expansion plans.

“We want the world to Discover Uganda through Uganda Airlines. Uganda Airlines showcases Uganda through our products service, and we connect Uganda to the world and the world to Uganda. We are excited to work with UTB to promote Uganda, its resources, its people and culture around the world – that is the essence of this partnership,” he said.

“In the last 5 months Uganda Airlines has opened 8 routes across the region, and more routes will be launched in the coming months. We are preparing for the arrival of our first Airbus A330-800 neo aircraft at the end of this year, and the second in January 2021, ready to embark on long haul international routes in the first quarter of 2021 we are targeting to start 3 intercontinental routes such as London, Dubai and Guangzhou in China” he said.

Ms Ajarova, said that the partnership is aligned to UTB’s strategic plans to both actively position Uganda as a competitive destination but also focus on propagating intra-African travel especially within the emerging and growing tourism markets of Kenya, Nigeria and South Africa.

“This partnership, expresses and testifies to our single-mindedness on promoting Uganda as a competitive destination for both tourists and tourism related investments. This agreement coincides with and supports our refreshed focus on both intra-African travel as well as the emerging tourism markets such as the middle-East and China, that we are already actively targeting,” she said.

“This partnership should further lower the cost- both in time and money of travelling to Uganda- whether it is for business or leisure but also allow us to enhance awareness about brand Uganda across several cities and airports in Africa and overseas,” she said.

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