The Ugandan government has pledged to continue supporting the tourism sector and to increase investment in enhancing Uganda’s global brand.
Speaking at this year’s Pearl of Africa Tourism Expo (POATE) in Kampala, the Permanent Secretary and Secretary to the Treasury, Ramathan Ggoobi, emphasized the government’s commitment to the ‘ATM’ (Agro-industry, Tourism, and Mining, Oil and Gas) policy, which prioritizes these sectors in Uganda’s development.
Ggoobi highlighted ongoing discussions among key stakeholders, noting that consensus has been reached on the Uganda Tourism Board (UTB) leading marketing efforts.
“Investment in marketing will be spearheaded by the Uganda Tourism Board, which means taking charge of planning, funding, and building synergies. We are going to invest in the necessary branding and marketing because tourism relies heavily on word of mouth,” he said.
He urged those in charge to leverage the existing digital platforms. “We need to take advantage of global platforms like TripAdvisor and international media. I want to see Uganda featured in living rooms around the world,” he added.
Ggoobi also noted that the government is prioritizing infrastructure development, including tourism roads, and internet connectivity, among others to support the sector.
Tourism has been identified as a key growth sector in Uganda’s National Development Plans (NDP1, NDP2, and now NDP3). Officials have confirmed that in the forthcoming NDP4, tourism will remain a priority sector for government intervention.
At the opening ceremony of POATE, Tourism Minister Tom Butime revealed that the government has set an ambitious target to generate $5 billion (UGX 18.9 trillion) from tourism within the next four years.
Recent statistics from the 2024 Tourism Trend and Statistics Report showed that Uganda’s international tourist receipts grew by 48.5 percent to reach $1.025 billion in 2023. This growth was attributed to increased arrivals from Africa and key overseas markets like the United Kingdom, the United States, and India.
As POATE 2024 ends, the government’s commitment to bolstering the tourism sector is aimed at solidifying Uganda’s position as a premier global tourism destination.