Gulu City, Uganda: The Uganda Tourism Board (UTB) has unveiled a bold strategy to propel Uganda’s tourism sector to new heights, targeting an increase in arrivals from 1.3 million to 3 million visitors and a revenue boost from USD 3 billion to USD 7 billion by 2027.
Speaking during the Annual Ambassadors’ Conference in Gulu City, UTB Chief Executive Officer Juliana Kagwa unveiled the strategy, which she described as “Double Numbers and Double Spending,” an approach that seeks not only to increase arrivals but also to ensure that visitors spend more, creating a wider impact on the economy.
Ms Kagwa said the plan is anchored on three pillars that include developing and diversifying tourism products, forging stronger public-private partnerships, and embracing what she called a “Digital Tsunami.”
She noted that Uganda must move beyond the traditional focus on wildlife by investing in other experiences such as water tourism on Lake Victoria and other water bodies. Plans are already underway to introduce water sports on the lake in a way that ensures sustainable commercialization.
“We cannot only sell wildlife; those days are gone,” Kagwa remarked.
She further stressed the need to work with the private sector, citing MTN’s introduction of a tourism SIM card that gives visitors instant access to communication services at the airport as an example of innovation that supports the sector.
Partnerships with energy companies, banks, and insurance firms are also being explored to strengthen tourism infrastructure and services.
On digitization, Kagwa explained that UTB intends to provide internet access across remote tourist destinations to allow visitors to share their experiences instantly. She cited the Rwenzori Marathon where Wi-Fi was successfully installed even in remote locations, although it highlighted the need for complementary services such as food and sanitation facilities.
She added that digitization will also enable AI-driven language customization to break down communication barriers for tourists from different parts of the world.
Kagwa urged ambassadors to champion Uganda’s tourism potential in their missions abroad and promised to organize familiarization tours to better equip them with first-hand knowledge of the country’s attractions.
During the session, some ambassadors raised concerns. Ambassador Philip Odida, Uganda’s Deputy Head of Mission in Nigeria, urged UTB to work closely with youth in arts and entertainment to boost the country’s image, noting how Nigeria’s music industry has enhanced its global brand.
Uganda’s Ambassador to Malaysia, Betty Oyella Bigombe, decried poor sanitation facilities along tourist routes, corruption that frustrates investors, and the rise of fraudulent tour operators that exploit tourists. She revealed that a Japanese investor abandoned plans in Uganda after being asked for a bribe.
In response, Kagwa acknowledged the challenges but emphasized that UTB is working to address them. She said the sector already employs more than 800,000 Ugandans and promised to amplify youth engagement in the creative sector to support the industry’s growth.
“Our vision is to make Uganda a must-visit destination, with a diversified, digitalized, and inclusive tourism industry that benefits all,” she said.
Bigombe, however, urged the government to ensure that citizens directly benefit from tourism, noting that putting money in people’s hands would encourage them to protect wildlife rather than resort to poaching to meet their basic needs.
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