Uganda’s tourism industry marked a major milestone on Friday as the Association of Uganda Tour Operators (AUTO) celebrated 30 years of promoting the Pearl of Africa through professionalism, resilience, and unity.
The celebration, themed “Roots and Routes: 30 Years of Tourism Excellence,” took place at Mestil Hotel, Kampala, drawing government officials, industry veterans, and new-generation tour operators for a night of reflection and renewed commitment to sustainable tourism.
In her keynote address, AUTO Chairperson Civy R.N. Tumusiime, who was recently re-elected for another term, described the milestone as “a moment of profound joy, humility, and pride.”
“Thirty years ago, a group of visionary pioneers came together with a simple but powerful idea — to unite Uganda’s tour operators under one voice, to promote professionalism, sustainability, and excellence,” Ms Tumusiime said.
“From those modest beginnings, AUTO has grown into a respected national body, a true partner in Uganda’s tourism development, a champion of conservation, and a bridge between the private sector, government, and international partners.”
AUTO’s journey began in 1995, when Uganda’s tourism industry was still in its infancy. Today, the association represents over 400 licensed tour operators, a far cry from the handful of founders who started it all. Uganda’s annual visitor arrivals have grown from about 420,000 in the 1990s to over 1.3 million today.
Ms Tumusiime noted that AUTO’s success has come from “the passion, sacrifice, and hard work” of its members, adding that the organisation has “helped shape Uganda’s tourism story” by championing ethical business practices, improving safety standards, and amplifying Uganda’s global brand.
“Beyond the numbers, our true success lies in the stories we help tell — of travellers who experience Uganda’s breathtaking beauty, of communities empowered by tourism, and of wildlife protected for generations to come,” she said. “We are more than tour operators; we are ambassadors of Uganda’s heritage and architects of sustainable growth.”
The Roots and Routes Dinner, as the celebration was called, blended nostalgia with forward-looking optimism. The visual theme featured iconic wildlife — lions, leopards, and cheetahs — symbolising Uganda’s natural heritage and resilience.
AUTO CEO Matilda Iremera echoed this sentiment, emphasising that the milestone was about “celebrating those who carried the torch when no one else would.”
“This is a celebration of 30 years of grit, growth, and vision in Ugandan tourism,” Iremera said. “We’re honouring our founders, appreciating those who’ve weathered the challenges, and welcoming young tour operators who are shaping the future.”
She credited the Government of Uganda, the Ministry of Tourism, Wildlife and Antiquities, and the Uganda Tourism Board (UTB) for their continued support but urged greater investment in tourism infrastructure and reputation management.
“We still need better roads, improved accommodation facilities, and stronger efforts to counter negative international publicity,” she said. “These are issues that directly affect the businesses of our tour operators.”
AUTO’s growing membership, Iremera said, reflects increasing trust and professionalism within Uganda’s tourism sector. The association plays a critical role in ensuring that only licensed and credible operators engage with visitors, protecting Uganda’s reputation internationally.
“We help eliminate briefcase companies that are not licensed by UTB or affiliated with any recognised body,” she explained. “When tourists book with an AUTO member, they know they’re in safe hands. And if challenges arise, we step in to support — working closely with our partners, the Tourism Police, the Ministry, and UTB.”
Reflecting on the evolution of Uganda’s tourism landscape, Mel Gormley, co-founder of Classic Africa Safaris and one of AUTO’s early members, described the transformation as “nothing short of remarkable.”
“Thirty years ago, there were very few tour operators in Uganda,” Gormley said. “A small group of us came together to build something for the country — to professionalise tourism and create a product Uganda could be proud of.”
He credited collaboration between the private sector and government for key improvements, such as the Uganda Revenue Authority’s introduction of red number plates for licensed tour vehicles, which now allow Ugandan operators to compete regionally on equal footing.
“Events like this show how far we’ve come — from being seen as a small, fragmented industry to being recognised globally as serious contributors to Uganda’s economy,” Gormley said. “Every year, we see improvements in professionalism, infrastructure, and collaboration. It bodes well for the country’s future.”
Growing domestic tourism
AUTO’s leaders also highlighted domestic tourism as a growing frontier. Iremera noted that after the COVID-19 pandemic, Ugandans began exploring their own country more than ever before.
“Our operators are now designing itineraries for local travellers who want to experience Uganda’s beauty,” she said. “At the same time, we continue to take Uganda to the world through international expos like WTM London, ITB Berlin, and the Travel and Adventure Show in the U.S.”
Looking ahead, Tumusiime called on members to embrace digital transformation, youth empowerment, and responsible tourism as the industry adapts to changing global trends.
“Thirty years is not just a time to look back but a time to look forward,” she said. “Let us recommit to excellence and inclusivity, ensuring tourism remains a force for good — for people, planet, and prosperity.”
The event ended on a celebratory note, with live performances by Myko Ouma & Friends and tributes from partners including Uganda Wildlife Authority (UWA), Uganda Airlines, Roke Telkom, and LeMala.
