The Uganda Tourism Board (UTB) has called on Uganda’s heads of missions to promote and market Uganda as a premier tourist destination within their jurisdictions.
This appeal was made by Lilly Ajarova, Chief Executive Officer of UTB, during a four-day joint regional economic and commercial diplomacy retreat organized by the Ministry of Foreign Affairs at Serena Hotel Kigo, Wakiso district. The retreat aimed to enhance the missions’ ability to attract regional economic cooperation and investments.
Ajarova emphasized the indispensable partnership between Uganda’s missions and UTB in attracting international travelers.
“We work together with our embassies to ensure our presence in their markets. It is crucial that embassy officials are equipped with the latest information about Uganda’s tourism offerings,” she said.
She added that embassies play a vital role not only in attracting tourists but also investors, as they are strategically positioned in key markets.
“In the past, embassies have successfully brought potential investors to assess our country’s offerings. We call on them to support our tourism efforts, particularly in branding and marketing, and with their continued support, we expect even more positive results,” Ajarova stated.
The UTB CEO highlighted Uganda’s unique appeal, including its people, cultures, heritage, and iconic experiences, which need to be promoted globally.
“Our goal is to attract travelers who have flexible itineraries. Unlike tourists with strict agendas, these travelers are more likely to extend their stay, spend more, and bring greater economic and social benefits to Uganda. We want them to experience Uganda’s beauty and then share their stories,” Ajarova explained.
She further outlined Uganda’s strategy to become Africa’s leading MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, encouraging ambassadors to lobby for conferences and conventions.
“Since the Ministry of Tourism, Wildlife and Antiquities launched our strategy in 2018, we have made significant progress as a top MICE destination on the continent. We moved up to the sixth position in 2022 but recently slipped to seventh. Our goal is to be among the top five destinations, and we are working tirelessly to achieve this,” Ajarova said.
She noted that with improved infrastructure, Uganda can now host any type of conference or event.
“The recent addition of the Speke Resort and Convention Center has addressed our previous limitations in hosting large conferences. We now have the capacity to host 10,000 delegates in one place, and our hotels are benefiting from the spread of visitors. This infrastructure development has enhanced our competitiveness as a destination,” she added.
Ambassador Richard Kabonero, head of regional economic cooperation at the Ministry of Foreign Affairs, highlighted the ministry’s new framework to guide Uganda’s missions abroad in marketing the country.
He explained that the Ministry of Finance has provided funds for missions to focus on economic and commercial diplomacy. Before disbursing these funds, the missions were briefed on how to utilize these resources optimally for measurable results.
“We have started with 10 missions and two consulates in areas where Uganda is likely to attract investment in agriculture, agro-industrialization, tourism, mineral development, and science and technology innovation. We will measure the results and then expand to all 37 missions Uganda has abroad,” Kabonero said.
He mentioned that ambassadors are now equipped to negotiate trade constraints, specifically non-trade barriers including standards, competition, and regional trade protocol compliance.
The retreat aims at producing a draft action plan for economic and commercial diplomacy for FY 2024/2025 and a roadmap for future retreats.