Uganda Airlines shifts gears to marketing Destination Uganda at WTM 2025

November 7, 2025 in Companies, Travel & Tourism by Editor

At WTM London 2025, Uganda Airlines signalled a strategic pivot from selling tickets to selling the country itself. Having secured a strong foothold in the London market, the national carrier is now partnering with the Uganda Tourism Board to promote Destination Uganda—showcasing the nation’s culture, adventure, and hospitality to global travellers.

 

After consolidating its foothold in the London diaspora market, Uganda Airlines says it is now shifting focus to promoting Destination Uganda rather than itself purely as a carrier.

Speaking to 256BN at World Travel Market (WTM) London 2025, where the national carrier joined the Uganda Tourism Board (UTB), Uganda Wildlife Authority, and 18 tour operators to lead Uganda’s charge, Chief Commercial Officer Adedayo Olawuyi said the airline has reached a “sweet spot” after converting most Uganda-bound traffic from London Heathrow to Gatwick Airport. The three-day World Travel Market 2025 concluded on November 6, bringing together global thought leaders who shared insights on the trends and forces poised to shape the future of international travel.

“We have done very well in terms of establishing the airline in this market,” Olawuyi said. “Now it is time to look at the bigger picture—beyond the airline—and explore how we can support efforts to market Uganda as a destination.”

As the airline works to raise Uganda’s visibility in the UK and beyond, Olawuyi noted that expanding into domestic operations will be vital to sustaining tourism growth.

“Uganda has a lot to offer, but the absence of scheduled domestic flights to key attractions means guests lose valuable days travelling by road. An air bridge would allow them to spend more time at their destinations,” he explained.

At WTM 2025, the world’s largest tourism fair, Olawuyi, Chief Executive Jenifer Bamuturaki, and Uganda Airlines staff explored partnership opportunities among the more than 45,000 travel professionals and 4,500 vetted buyers in attendance.

Business was brisk at the Uganda stand, located in the Africa section of the exhibition, where representatives from Uganda Airlines, UTB, and various safari companies engaged with travellers and members of the global travel trade.

Uganda showcased its vibrant cultural heritage through music, dance, and local beverages. An energetic Acholi dance troupe captivated visitors, while tastings of Uganda Waragi, Kakira Gin, and Rum added a flavourful touch to the experience.

Since launching its London–Gatwick route on May 18, Uganda Airlines has quickly ramped up operations and now carries an estimated two-thirds of Uganda-bound passengers from the London area—a performance that sets a strong foundation for its broader tourism ambitions.