Uganda’s tourism industry is positioning itself for a strong comeback after years of global disruption, following the launch of an ambitious five-year strategic plan by the Uganda Tourism Association (UTA). The 2026–2030 roadmap aims to strengthen coordination, professionalism, and competitiveness within the country’s private tourism sector.
The strategy was officially unveiled at the Speke Resort Convention Centre in Munyonyo, where industry stakeholders described it as a major milestone in Uganda’s journey toward a stronger presence on the global tourism stage. The plan focuses on aligning private sector growth with national development priorities while responding to emerging global travel trends.
UTA serves as the umbrella body representing Uganda’s private tourism players, including tour operators, hotels, travel agencies, and professional guides. According to the association, private tourism activities contributed approximately US$1.3 billion to the economy in 2024 and supported over 800,000 jobs, highlighting the sector’s significance as a pillar of national development.
Speaking during the launch, UTA chairperson Yewagnesh Biriggwa emphasized that the new strategy signals a shift toward more structured collaboration between government and industry stakeholders. She noted that the private tourism sector is determined to improve accountability, strengthen standards, and elevate Uganda’s reputation both regionally and internationally.
The blueprint identifies five key priority areas that will guide implementation over the next five years. These include modernising governance structures and staffing systems, developing sustainable financing mechanisms, improving branding and strategic communication, enhancing service delivery to tourism businesses, and promoting high standards and sustainability across the sector.
A major focus of the financing strategy is reducing dependence on unpredictable funding sources. The association plans to explore alternative revenue streams such as tourism levies, value-added services, partnerships, and industry events. Special emphasis will also be placed on supporting micro, small, and medium-sized tourism enterprises through skills development programs, digital transformation initiatives, and expanded networking opportunities.
Recent data from the national Tourism Development Program Performance Report shows encouraging growth trends. The sector generated approximately Shs4.8 trillion (about US$1.28 billion) in 2024, representing a 26 percent increase from 2023 and exceeding pre-pandemic levels recorded in 2019 by nearly five percent. These figures signal renewed confidence and a promising growth trajectory for Uganda’s tourism industry.
Despite this progress, Uganda still faces stiff regional competition. Research indicates that tourists currently spend more on average in neighboring Kenya, where daily visitor expenditure stands at roughly US$250. According to World Bank estimates, every US$1 spent by a foreign tourist can generate about US$2.5 in broader economic output, underlining the need for Uganda to increase visitor spending through improved services and experiences.
The strategy also includes a nationwide membership drive to expand industry participation and strengthen coordination. Community-based tourism enterprises will be integrated into a unified national structure to ensure more inclusive growth and improved sector representation.
Tourism entrepreneur Amos Wekesa, founder of Great Lakes Safaris, welcomed the initiative, noting that while Uganda possesses extraordinary natural and cultural attractions, many small operators still struggle with technical skills, market access, and professional standards. He said the new strategy directly addresses these longstanding challenges by prioritising training, collaboration, and improved service delivery.
Government officials also expressed strong support for the plan. State Minister for Tourism, Wildlife and Antiquities Martin Mugarra Bahinduka emphasized that private sector coordination is essential for the industry’s continued growth. He highlighted destination branding, skills development, and investment in tourism infrastructure as critical areas requiring sustained partnership between the public and private sectors.
The strategy was developed with support from Enabel under a youth employment initiative funded by the European Union and Belgium. Jan Sadek, the European Union Ambassador to Uganda, praised the roadmap as a step toward stronger industry organisation and sustainable growth. He noted that a cohesive private sector voice is essential for unlocking the country’s tourism potential, boosting job creation, increasing foreign exchange earnings, and strengthening long-term competitiveness.
With global travel rebounding and Uganda eager to attract more high-value visitors, the success of this strategy may well determine how effectively the country transforms its tourism potential into lasting economic gains. For an industry that has survived shutdowns, uncertainty, and relentless competition, the message from stakeholders is clear: recovery is no longer just a hope. It is now a structured plan with measurable ambitions and a shared commitment to implementation.
