KAMPALA — President Yoweri Kaguta Museveni has urged tourism stakeholders to intensify marketing efforts to position Uganda as a leading global travel destination and maximise the sector’s contribution to economic growth.
The President made the call in a speech delivered on his behalf by Diana Kyaremera, who represented him as Chief Guest at the Uganda Tourism Association (UTA) Annual Tourism Banquet held at the Sheraton Kampala Hotel.
The event brought together tourism industry leaders, government officials, private sector players and development partners to celebrate achievements in the sector and discuss ways of strengthening Uganda’s tourism competitiveness.
Museveni said Uganda’s natural attractions, including its wildlife, landscapes, culture and favourable climate, provide the country with a strong advantage in attracting visitors from across the world.
However, he said more needs to be done to market the country and close the gap between Uganda’s current tourism performance and its potential.
“Uganda receives roughly 1.6 million tourist arrivals annually, while countries like France attract over 100 million visitors. We must double our efforts to unlock this potential,” Museveni said.
The President highlighted conservation achievements, including the successful reintroduction of rhinos after a 43-year absence, as evidence of Uganda’s commitment to protecting its natural heritage.
He said government would continue investing in tourism-supporting infrastructure, including roads, airports and electricity, to improve accessibility to tourism destinations across the country.
Tourism remains a key contributor to Uganda’s economy, employing more than 800,000 people and serving as an important source of foreign exchange earnings.
Museveni also commended the Ministry of Tourism, Wildlife and Antiquities and the Uganda Tourism Board (UTB) for promoting Destination Uganda through initiatives such as the Pearl of Africa Tourism Expo.
Government Commits to Private Sector Partnership
The government has reaffirmed its commitment to strengthening collaboration with tourism businesses to increase investment, improve service delivery and enhance Uganda’s competitiveness in the global tourism market.
In a speech delivered on behalf of Tourism, Wildlife and Antiquities Minister, Retired Col. Tom Butime, the ministry said the private sector remains central to transforming tourism opportunities into viable products and experiences for visitors.
Butime said hotel owners, tour operators, travel agents, guides, transport operators, restaurant owners, conservation entrepreneurs and community tourism enterprises all play an important role in promoting Uganda as a destination.
“The ministry’s role is to provide strategic leadership through policy formulation, regulation, standards development and coordination. We remain committed to creating an enabling environment that allows businesses to thrive,” he said.
He commended UTA for providing a platform for unity, advocacy and dialogue among tourism stakeholders, saying an organised private sector is essential for sustainable sector growth.
Butime highlighted emerging opportunities for Uganda’s tourism industry, including the 2027 Africa Cup of Nations (AFCON), growth in meetings and conferences tourism, improved regional connectivity and increasing global demand for authentic and sustainable tourism experiences.
He said such opportunities require coordinated efforts between government and private sector players to ensure Uganda benefits from expanding international travel markets.
UTA Calls for Unity Among Tourism Players
UTA President Yewagnesh Biriggwa said unity among tourism stakeholders remains critical in transforming the industry into a stronger contributor to Uganda’s economy.
She thanked partners supporting the sector’s development, including the Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board, Uganda Wildlife Authority, European Union, Enabel, World Bank and United Nations Development Programme.
Biriggwa said collaboration between industry players and government institutions is essential in addressing challenges, developing new tourism products and expanding Uganda’s global visibility.
Tourism Ministry Permanent Secretary Doreen Katusiime praised UTA for strengthening public-private partnerships and creating platforms that bring together different players in the industry.
She said cooperation between government and the private sector has been instrumental in advancing Uganda’s tourism agenda and promoting a shared vision for sustainable growth.
Museveni Receives Lifetime Achievement Award
The highlight of the banquet was the presentation of a Lifetime Achievement Award to President Museveni in recognition of his more than four decades of leadership and contribution to the development of Uganda’s tourism sector.
The award was presented by the private sector, which recognised the President’s role in supporting conservation efforts, tourism development and infrastructure investments that have contributed to the growth of the industry.
Stakeholders said continued collaboration, stronger marketing and investment in tourism infrastructure will be critical as Uganda seeks to increase international arrivals and strengthen tourism as a driver of economic transformation.
