Uganda participated in the South Asia Travel and Tourism Expo (SATTE) for the first time, taking a major step towards attracting more Indian visitors. The three-day expo, held from February 19 to 21, was organized by the Ministry of Foreign Affairs through the Uganda Embassy in India and Uganda Airlines. Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), and a group of tour operators represented the country, promoting its tourism attractions to a diverse audience.

Uganda’s stand was a center of attention, drawing large numbers of Indian tour operators and travel agents eager to learn more about what the country has to offer. The interest was so overwhelming that Ugandan representatives quickly ran out of promotional materials and business cards, a clear sign of growing demand for Ugandan tourism products in the Indian market.

Her Excellency Joyce Kikafunda, Uganda’s High Commissioner to India, accompanied by the Deputy Ambassador and senior embassy officials, visited the Uganda stand, interacting with visitors and reaffirming the government’s commitment to fostering stronger tourism ties between the two countries.

A key moment of Uganda’s participation was a panel discussion in the SATTE conference hall. Mr. Stephen Sanyi Masaba, Director of Tourism and Business Development at UWA, was among the speakers in a session titled "India on the Move: Cracking the Code of Outbound Growth." He spoke about the long-standing relationship between Uganda and India and outlined various efforts by the Ugandan government to attract more Indian travelers. He emphasized Uganda Airlines’ direct flights from Entebbe to Mumbai and ongoing negotiations to secure landing rights in New Delhi. He also discussed Uganda’s plan for sustained participation in Indian travel expos, the Regional Single Visa initiative to facilitate travel within East Africa, and positioning Uganda as a top destination for filming and photography for Indian travelers.

Masaba also highlighted initiatives such as organizing familiarization trips for Indian tour operators, encouraging Indian travel agencies to participate in the Pearl of Africa Tourism Expo (POATE), and strengthening cooperation between the Uganda Embassy in India, the Ministry of Tourism, Wildlife, and Antiquities (MTWA), and UTB to organize promotional roadshows.

Uganda’s participation in SATTE follows its recent recognition as the "Best Promising New Destination" at the OTM Mumbai Expo just three weeks earlier. The Ministry of Tourism has pledged to continue supporting efforts to strengthen Uganda’s presence in the Indian market.

With Uganda Airlines already offering direct flights and additional marketing initiatives underway, Uganda’s tourism industry is set to benefit from a steady increase in Indian travelers. Participation in SATTE marks the beginning of a long-term plan to establish Uganda as a preferred destination for Indian tourists, tapping into the growing outbound travel market from South Asia.